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” s marketing is an incredibly exciting but incredibly complicated landscape and it s very exciting exciting because digital has unlocked the opportunity to be able to do tremendous new things marketing. That marketers have never been able to do before but it s also a little bit daunting because there is a lot of complexity that you have to manage in order to really take advantage of the opportunities that digital holds when we look at marketing marketers and and those that are leading. We tend to see that they re doing a number of things that really set them up for great success. Some of the best marketers are finding ways to be able to leverage the digital information that customers give them to be able to create really exceptional experiences.
When you are interacting with the brand. But also very targeted and personalized marketing. You know more of the scientific marketing that allows you to create a great connection with the customer now one thing..
I will say on that is that you know the great most targeted digital marketing will only go so far because we also have found with leading marketers being able to ensure that it s not just the the math behind the marketing. But also the magic of the marketing. That is really creating an impact so striking that right balance is really important. There s a lot of good ingredients that go into doing that you need to understand who the customer is as much as possible some you know interesting insights about them that allow you to create a differentiated value proposition for your customer.
And you need to find ways that will really delight them throughout the whole customer experience. So we found that a lot of leading marketers are doing things like translating. The information that you can get by looking at their digital channels..
And and where they re engaging with digital and moving that into physical stores or physical experiences so that that whole picture of what it is that you re looking for and what it is that you re going with going to create a great experience for you follows you leading marketers are also doing some very exciting things with test and learn and test. And learn has really become a bit of a culture in some of the marketing organizations that we ve spent time with and who are really pushing the envelope on continuous improvement and acting quickly to be able to optimize the channels that they re using. And what this means is not just a traditional a be testing that marketers have gotten quite good at. But being able to really supercharge that and do it in a multivariate way that allows them to very quickly understand whether it s direct marketing.
Whether it s email marketing. Whether it s digital marketing. What works and what doesn t and build upon that on a constant basis..
And that s an ethos of the oh marketing organization that has been really exciting to see because marketing has has gotten faster. But marsuit marketing has also gotten a whole lot more effective and finally you know one of the things. That was a little bit surprising that we ve found as we ve talked with leading marketers is those who are doing the most interesting things with both digital and traditional channels. When it comes to marketing are those that are thinking about the math and they re thinking about the magic of marketing and are being realistic about knowing when they can actually hold those marketing activities to a precise roi and i know all marketers want to be able to tie everything back to the sales that they re generating.
And there s lots of attribution models and investments that have been made in order to really precisely measure that but some of the leading marketers are saying. You know some of the things that we re doing today are more about creating brand more about creating magic more about creating lifelong loyalty and those things are much harder to measure with a precise roi. I think this is a little counterintuitive to marketers who have been told time and again that marketing should get more scientific..
But some of the best marketers are the ones who are able to be balanced about what can be measured. And what can t so that they re not losing the magic and what they re ” ..
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“Digital has unlocked tremendous potential for marketers to do things they ve never been able to do.”,
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