| | JAN-FEB 20218Consultants ReviewTHE CHANGING FACE OF MARKETING IN TODAY'S DATA DRIVEN WORLDPriyanka, a marketing professional with over eight years of experience in strategizing, designing, budgeting & executing marketing initiatives that revolutionize business scenario for enterprises.By Priyanka Sharma, Head - Marketing, CIGNEX Datamaticsith the digital and technology transfor-mation uproar, the Marketing world to-day has evolved from the traditional 4P's to an age when social networks, advo-cacy and engagement rules discussions. The digital landscape is changing and new consumer be-havior calls for new rules to engage them. From the days of untargeted broadcasting focused on masses, the world has moved to the digital age which calls for widened reach but accurate targeting. Today in order to achieve the desired re-sults, it is imperative that both digital and data-driven strategies are well-knit into the marketing processes. With access to ad-vanced tools, marketers can capture data at various stages in their marketing cam-paigns. By utilizing this data, they have the power to pinpoint specific audiences with targeted messaging.In short, instead of guessing what people want; mar-keters need to know where to look. With this approach, the focus shifts towards engaging individuals rather than targeting audiences on different channels. The ob-jective here is identifying the same users across devices & channels and guiding them down the path to pur-chase by delivering high-quality content instead of high volume communication.Approaching the Data-driven Marketing StrategyLike other successful business strategies, it is crucial to have a well-orchestrated data-driven approach that fu-els the digital marketing plan & makes it a success. Audience Retargeting: With customers having access to a plethora of options due to digitization, it is imperative that market-ers are able to create a brand recall for their target audience. Here is where remarketing helps. It allows marketers to target their audience, who visited them once and then moved on to other pages and give them a gentle nudge and reminder of what they were looking at on the brand's site. Retar-geting is a critical component of the data-driven strategy as by using the available data; marketers can customize their campaigns and leverage the technol-ogy to offer relevant offers to prospective customers. Data-Driven Advertising: Marketing automation solu-tions presents users with extensive data insights. From this data individual contacts can be identified and se-lected, which can be then utilized to create hyper-targeted WIN MY OPINIONPriyanka Sharma
< Page 7 | Page 9 >