Evolution in data and technology has changed the world of marketing. Marketing’s impact is now quantified, measurable and attributable. It is not just impact top of the funnel brand awareness but the lower half as well driving performance — conversion, retention and GROWTH. Marketing can now leverage data to micro-target and bring selective users with relatively higher lifetime value through the funnel. It also uses a deep understanding of user expectations and behavior to influence user on-boarding, activation and long term retention with contextual and personalized messaging and experiences through the journey. As brands build these user relationships and earn loyalty; marketing influences users to amplify and become advocates.
Despite all these possibilities; availability of data, technology and more converging talent (at the intersection of marketing, data and technology); many marketing functions still struggle to propel growth. Big reason — marketing is still fundamentally fragmented; still orchestrated around “channels” and “media” and not the user or growth. Let’s discuss the best practices needed to transform your marketing function into an always-on growth engine.