6. Harness digital technology in marketing
Embrace digital solutions and explore ways you can leverage technology for your business’ advantage. Aim to be a data-driven marketer and seek out applications that help determine ROI, such as analytics, marketing automation, and CRM systems.
Personalised, behaviour-triggered marketing automation programs can provide you with a wealth of information about the consumer. Identify the tools and campaigns that will give you consumer data and learn how to monitor their impact.
If you are a small business and digitally inexperienced and unfamiliar with social media, create your own account and experiment with different digital transformation solutions. For example, run your own blog and experiment with different plug-ins, themes and other capabilities, until you feel confident.
7. Make the IT department your best friends
With their skills in digital technology, IT is essential to digital marketing. Work with IT to create a more streamlined way of doing business, particularly as technical data increasingly becomes the main driver for marketing.
Encourage collaboration and synergies, and break down barriers between Marketing, IT and other digital professionals within your organisation. Consider the benefits of creating a cross-functional management or working team comprising representatives in these three areas.