Due to the rapid changes in consumer behaviour and the marketing landscape, traditional business models find it challenging to keep up. In response, many marketers are embracing digital transformation by partnering with digital marketing firms — to leverage skilled people, efficient processes, and supporting technology, to connect with a broader audience digitally.
With proper execution by digital marketing firms, online marketing operations can boost marketing effectiveness by 15 to 25 per cent, measured by ROI and customer engagement indicators.
Based on our experience in digital marketing in Kolkata, we have identified five attributes that can transform businesses since modern marketing operations require thoughtful development of new processes, robust governance, content personalisation, and careful technology selection. Let's take a look at them.
Gaining a deeper understanding of customers
Analysing, tracking and interpreting customer sentiments and preferences is the first step taken by digital marketing firms. This helps curate relevant content and optimise its delivery for a better overall user experience.
To spot opportunities and predict future behaviour, advanced tools like ClickFoz can come in handy to track customer journeys.
However, the data will only make sense if there is a dedicated team to interpret the data and deliver their analysis efficiently to the decision-makers. Several companies have developed processes to monitor and respond to social media conversations to create comprehensive customer insights.
Prioritising customer experience
Customer experience can make or break a deal.
To meet or exceed customer expectations, it is essential to lay out processes and technologies and integrate different departments of the organisation. The order management and fulfilment team are as important as marketing, sales, customer service, and operations.
For example, Nykaa uses AI-powered Try-on tech ‘ModiFace’ to provide online beauty shoppers and enthusiasts an immersive buying experience. An advanced face-tracking algorithm detects lips, eyes, cheeks, and hair. In turn, this helps extract information on satisfaction levels post-purchase to optimise the user experience in the future.
Marketing technology selection
A successful omnichannel customer experience requires marketing technology that automates processes, personalises interactions, and coordinates actions. Technology professionals in digital marketing firms serve as a bridge between marketing operations and customer experience.
Ensure your system is flexible enough to accommodate current and emerging technologies.
Process implementation and governance
A lack of guidelines for how the organisation will integrate new technologies, exchange data, and which functions will be managed internally versus outsourced can trigger confusion and prevent scalability.
As opposed to being restrictive, having clarity and exercising a strong level of governance helps to align roles and resources well in advance and eliminates last-minute chaos.
Analysing and tracking performance metrics
As technology advances, it has empowered marketers to monitor, track, and manage the effectiveness of their marketing investments. However, we need to expand the scope of metrics to evaluate the effectiveness of marketing initiatives as companies become more customer-focused.
For metrics to be most effective, they need to provide real-time insights. This way, decision-makers can take proactive measures when they spot opportunities rather than relying on reports.
Final Thoughts
A customer-centric approach that identifies precisely what your audience wants, followed by delivering exceptional customer service, has never been more critical as buyers become increasingly empowered and sophisticated in their spending patterns.
Hence, entrepreneurs should replace conventional marketing operations with digital marketing operations to bridge the gap between consumer expectations and reality as their behaviour evolves in unpredictable ways.
As one of the top digital marketing firms, TechShu can transform businesses by implementing digital marketing initiatives effortlessly in multiple channels with uniform content. We continuously track and manage marketing campaigns; monitor customer behaviour; analyse, interpret and deliver insights to decision-makers, optimising the campaign over time based on the feedback. If you need help with digital marketing in Kolkata, feel free to contact us.