Digital marketing operation has various processes, structures and capabilities and that helps in scaling the targeting and personalization of digital channels in an economic friendly way. The marketing operations of a company is very important and can help in bringing bottom-line growth. This capability enables agility, speed, iterative development, responsiveness and experimentation that successful companies should react to and shape the marketplace.
Marketers should be well aware of what needs to be done and take action based on that. However, it would boil down to implementing new technology platforms, increasing digital allocations and adding headcount within the marketing-spending mix. While they are important steps, they want help in solving the challenge. Modern marketing operations would work smoothly when there is the proper development of new processes and good governance.
Go ahead and read on to find out some of the attributes of effective marketing operations.
· Understand the customers truly
Just like any meaningful relationship, knowing your customers is a commitment of its own. Analysing and interpreting customer attitudes and behaviour should be an ongoing process that shapes and targets relevant content. It also optimises the content on how it is delivered to the audience. This has turned out to be an important element when it comes to the buying process.
· Good user experience
When customers have a bad experience, they stop doing business with the company. It might take place at any point in time which is why getting the consumer journey right would require a lot of effort. Meeting customer expectations requires mapping out each step that defines the entire customer experience that would highlight not only the technologies and processes that would enable a smooth journey. Marketing, support, service, sales and operations play an important role in the journey of many customers. However, other functions like fulfilling orders and managing them are also important. These factors won't be on top of the minds of the marketers. However, the experiences enabled by the backend systems are important to the way a consumer perceives a brand's ability to deliver as expected.
· Selecting the apt marketing technology
Providing an omnichannel customer experience would need proper marketing technology. It should be able to interact well, automate all kinds of processes and coordinate well with actions. The marketing team would have a critical role in navigating through various marketing technology providers to come up with solutions that deliver the most effective customer experiences. They effectively act as a bridge between marketing operations and customer experience.
An important aspect when it comes to managing a capable marketing operations function is to build a system that works well on large and powerful platforms. It would require developing a thoughtful application and programming interface strategy to ensure that the system can accept the changes made when new technologies arise.
· Implementing new processes
Technology enables customer experience but it would require new processes. If you fail to establish guidelines for how data would be shared across organisations, how businesses might plot new technologies, which capabilities would be managed house and which would be handled externally, it might result in causing more confusion. To address such a challenge, a company can rethink its entire approach to bring a new product to market beginning with a complete overhaul of the marketing brief. The briefing process should not be standardized as it might result in different levels of input, the definition of the goals of the campaign and inconsistencies regarding the specific role of each agency as well as the internal team. Much time might get wasted as the campaign development and briefs would undergo multiple changes.
The new approach requires every agency involved in the product launch to be a part of creating briefs. Having everyone with formalised responsibilities while aligning resources and roles ahead of time would help a lot in mitigating land grabs that occur among competitors. In addition to this, bringing everyone together at the beginning would make stronger briefs as it generates healthy debate on such key issues as which agencies would take the lead in the launch, how and where to incorporate feedback that would allow teams to tweak and make changes after the launch and key performance indicators that needs to be measured.
Establishing clarity would wish for the client to be a strong orchestrator as the agencies can only take care of the defined roles. Rather than being restrictive, this level of governance might enhance creativity as it would enable people to focus on their responsibilities other than wasting time and energy looking for positions with other agencies.
· Making use of the best metrics to drive success
With the help of technology, you can track, monitor and manage the effectiveness of marketing investments. Measures of marketing effectiveness will go beyond what has usually been limited to a narrow pair of metrics. As companies are turning customer-centric, the metrics should focus on customer activity rather than the product or regional activity as is often the case. The brand should reinforce new processes and behaviours like how fast a product is lost or how quickly lessons from the field may successfully get integrated into the next marketing offer. To be most effective, metrics should be able to deliver insights quickly - in real-time if possible, so that the business can act. They should be delivered in a way that is easy for decision-makers to understand and they should be forward in looking to identify future opportunities rather than focusing on reporting what has already happened.
It is sad and true that marketing operations have been overshadowed by unethical marketing tactics. As consumers become increasingly important in the way they make purchasing decisions, it has never been more important to use data to map the customer behaviour and understand what they exactly need and then take those insights to develop and deliver a flawless customer experience. As the outcomes keep changing, we could only hope for ethical marketing tactics.