Tag Archives: generation

Demand Generation in 2013

The Next-Gen Marketers are overwhelmed with a host of newer technologies that have emerged to deal with the various pain points and challenges encountered. Marketing Automation services continues to blossom and fuel the Demand Generation activities of organizations. However this is just one side of the coin.

As the needs and wants of today’s tech-savvy customers continue to evolve, in accordance to that marketers demand newer technologies. The mobile revolution, social buzz, analytics, marketing automation tools, CMS platforms, multi-channel communication and thousand more trends are serving marketer’s needs and wants to make way for successful demand generation.

The one thing that has come out of all these emerging trends and technologies is the Big Data. Mobile technologies and powerful social communications tools have given individuals, groups and organizations the potential to reach and influence an unimaginably large audience. The sheer number of people, accounts, and permutations in the data make engaging with that audience very daunting.

33% of US Marketing Professionals are reported using at least 5 to 6 different tools to manage a single marketing campaign – As per a Marketing tools study.

All these tools supply tons of beautifully detailed data, which cannot be discarded.

A plethora of information, profusion of insights, multitudinous profiles and a myriad of opportunities are idiosyncratic of the Big Data buzzword.

It can be aphasia for marketers to manage every customer interaction and experience. The challenge is to manage and make the right use of this Big Data.

In today’s hyper competitive digital world, the way for marketers to increase their chance of winning and retaining customers is with a data driven marketing approach. All the Marketing Automation tools and services, Web Content Management Services and other digital platforms provide us the bulk of data. And it is required to move this data into the actionable stage, as it contains amazing insights.

In fact 2013, will see marketers put the Big Data to work. This will be the strategic differentiator for most companies. Marketers will demand tools that extract the value in large sets of customer interaction data and provide them the ability to build lifetime customers by knowing customers so well, that they can immediately send relevant messaging, by predict their needs.

Customers and prospects are responding to multiple campaigns through multiple interaction points, so marketers cannot think of web, email, social, mobile etc. as separate buckets instead they need to start thinking holistically. The challenges involved in having all this data stored in siloes with no idea how to sync them together can be unimaginably daunting.

The need for better integration across marketing systems and channels isn’t new — we all know broadcast marketing doesn’t work, there has to be a two way dialogue. The profound need is the ability to harmonize campaigns and content delivery and taking the data and analyzing it through one unified view. Marketers want and need much better integration across interaction points as in most cases processes and data remain discrete and disconnected. Moreover, without concrete data and a unified view, marketers lack business credibility because they fail to quantify the success of their campaigns.

Demand generation key in 2013 is in making effective data driven marketing decisions, and developing the predictive analysis frame work. This can be done by integrating multiple platforms to a unified view and embracing the tools and technologies to utilize big data in order to better manage customer interaction in an automated way, thus making them more engaging. We are in the age of the customer and the pressure is on marketers to be immediate, predictive and relevant in their interactions.

We are a global Digital Marketing Agency that enables our clients to acquire and engage customers through cutting edge interactive solutions. We blend strategy, creativity, technology and experience to deliver results, with a strong focus on end-to-end marketing technology.