IO Integration Marketing Technology Blog
Providing Creative Operations and Marketing Technology Professionals resources for getting the most out of their production workflows.
There’s little doubt that technology has a role to play in streamlining and enhancing marketing production. However, from the decision to implement one of these systems, five critical issues require attention.
Consumers are continually evolving, and this includes how they make decisions, which is faster than ever before. Profoundly influenced by the opinions of others, complete strangers. We live in a global world, connected socially within seconds of how information is transmitted, and we participate in an active marketplace where the one-size-fits-all approach to marketing has never been less relevant. Marketers are being forced to employ a variety of nuances that mean each marketing campaign is subtly different from country to country and product to product. Only through tailoring them effectively, can a marketing campaign become successful and genuinely resonate with these increasingly savvy consumers.
By leveraging semantic database technology marketing organiations can have greater control over digital assets and be able to correlate that information with other assets and distinguish relationships between digital assets and target audience.
Delivering the best customer experience is a challenge faced by many brands — especially in an omni-channel environment where the number of touch points is rising rapidly. The goal of delivering an exceptional customer experience is to keep said customer happy. By extension, this keeps them loyal and will ultimately lead to revenue growth for organizations. However, in getting this process right, brands also need to consider the overall customer journey and the assets they use to move their target audience along the buying and retention continuum.