Posted on by Saptarshi Roy Chaudhury

The Shift : From Digital Marketing to Digital For Marketing

shift in marketing concept
Digital technologies have completely changed the consumer, their behavior, their habits and their expectations. No longer is Digital considered to be an enhancement to one’s life – it is an integral aspect around which today’s lifestyles are centred. As customers adapt to the digital experience, digital becomes the context of all marketing and CMO’s need to adapt to this paradigm.

While Digital technologies are redefining every aspect of accepted business wisdom and upending many industries, nowhere is the impact felt more keenly than in how businesses communicate with their customers through technology driven channels. The extent of the impact can be gauged by the extensive restructuring of marketing setups and the fundamental change in the responsibilities, skills and overall approach to marketing, adopted by CMO’s.

An offspring of the Digital Revolution, Digital Marketing – with its arsenal of powerful tools like Search Marketing, Emails, Content Marketing, Social Media et al.- was an effective channel for CMO’s to implement branding and lead generation initiatives. Fast forward a few years and we see that, while the above still holds true, the Digital landscape has seen a considerable shift. This shift offers the modern CMO’s an opportunity to spread their wings, take up the gauntlet and explore newer horizons.

From extended customer funnels to real time interactions

The primary responsibility of CMO’s has always been to generate enough demand by guiding prospects through the sales funnel and delivering them to sales team for closures. The customer funnel is becoming almost non-existent today; the customer journey is no longer linear nor does it follow defined chronological steps. The customer is living in an always-on digital world with thousands of real time interactions that are shaping his/her decision making.

Large Scale Ad Campaigns to Hyper Targeted Contextual Messaging

The modern consumer is inundated with thousands of advertisements across channels. While traditional marketing is highly effective in reaching a large audience and creating strong brand recall it mostly ends there. Digital, on the other hand, helps in creating relationships and engagement with the consumers. The only way to get effective attention from this audience is to have hyper targeted, one-to-one contextual messaging, in the right place at the right time.

From Annual Marketing Plans to On-the-Fly Agility

Annual marketing plans and quarterly targets are no longer the way things work. With the availability of extensive real time data and advancement in ad tech, marketing campaigns today are created, executed and optimized in real time.

From Delivering Campaigns & Messaging to Delivering Experience

All the information your customer might be looking for is most likely available online already. The growth of public feedback systems like social media and reviews make a brand highly vulnerable. Engaging your customers is no longer restricted to delivering the right information but more about creating micro interactions throughout their journey, across channels, integrating processes like in-store experience, customer service into the main fold of marketing and delivering an overall brand experience.

So Where is the Challenge?

When you come to think of it, ideally, there should not be any challenge for CMO’s today. After all, there is Terabytes of real time data flowing in from all marketing touch points; much more than we can actually consume; marketing tech investments are at an all time high; Automation is becoming the norm, not just for grunt work but also for sophisticated decision making, with AI and advanced algorithms coming into play.

The actual challenge lies in identifying the customer journey and mapping it to the numerous brand touchpoints. In the current omnichannel world there are way too many touch points for the CMO to manage and at times there are touch points that are beyond your direct control ( think of a social media fan page with millions of followers).

CMO’s need to break apart the silos and take a deep look into every aspect of the business that affects the customer’s experience. It’s not just about integrating marketing channels but the necessity for marketing thought to be integrated into every business function with the key focus on delivering value throughout the customer’s journey. To be able to do this you need to understand your customer’s and have an end-to-end view of all their journeys.

What You Can Do

Don’t Think Channels, Think Customer Engagement and Value

The key objective of marketing today is to deliver value and create engagement for your consumers, irrespective of the channels they choose. This can only happen when you focus on the customer and his problems. Each channel has its own nature and while we would want to maintain uniformity of the experience across them, we also have to accept the uniqueness of every channel and make allowance for the same. A customer looking to buy a car would probably do his research online, visit the local dealer to get a price quote, ask questions in an online forum or on Facebook and even discuss with his friends in the local pub and all these interactions will contribute to the final decision he makes. What is important is that you are delivering the right content and experiences that your consumer finds valuable and create opportunities for them to engage with the brand; tailoring it to the channels demand is a relatively easier task to handle.

Understand and Appreciate Technology

Marketing today is driven by technology, like most of your other business processes. You don’t need to be a coder (a good thing to have nonetheless) but have a strong appreciation for technology in general and a keen sense of how they can be leveraged to impact your business and processes favourably. Keeping yourself abreast with the tech solutions which are available, what they can do and their limitations is the first step towards becoming technology savvy.

Date the CIO

Well, not literally. But marketing today is so tech driven that without the CIO support it is just not possible to run the show smoothly. From marketing automation platforms to content management and ad exchanges, as marketing teams rely increasingly on technology, a CIO partner could be extremely helpful in evaluating which solutions will be the best fit for your existing IT architecture and of course you will also need the CIO team for successful implementation and integration of your mar-tech solutions.

Get The Right Partner

Not just execution partners but look for partners that can think for you. With the myriad of solutions available across every marketing function it is extremely difficult for a CMO to choose the right technology and implementation solutions. You would ideally want a partner who knows the marketing tech landscape better than you, think for you and guide you on the strategy and implementation roadmap.

Hire The Right Guys

Even though you have all the technologies you want, your technology is only as good as the people behind them. The modern marketing team needs to go beyond just marketeers and welcome a diversified range of skilled people. While having a data scientist is quite common, marketing teams today are opening up to new roles like Chief Digital Officer, Customer Experience Manager, Customer Success leads and the like which reflects the deep customer centric approach of modern day marketing.

Improve or Perish

Continuous Improvement is pretty much the underlying sentiment behind any digital native company. The world around us is changing, and changing fast. With newer technologies coming into play every other day the complexity of the marketing discipline is increasing continuously. Unless there is a continuous drive to learn new things, execute fast, win/fail fast and do frequent course correction you will perish.

Marketing today is highly agile, critically tech dependent, data driven, contextual, customer centric, multi-channel and at times real time. The CMO’s role is undergoing a renaissance and would increasingly demand wider involvement and deeper integration across all the business functions.

534 Replies to “The Shift : From Digital Marketing to Digital For Marketing”

  1. Thanks so much for giving everyone an exceptionally breathtaking chance to read critical reviews from this website. It’s always very awesome and full of a great time for me and my office fellow workers to visit your website more than 3 times per week to see the fresh tips you have got. Of course, I’m also always pleased concerning the stunning tactics you give. Some two points in this article are definitely the most efficient I’ve ever had.

  2. My wife and i have been really excited when Chris could finish up his research through the precious recommendations he was given out of your web page. It’s not at all simplistic to simply choose to be handing out tips others have been making money from. And we also do know we now have the website owner to be grateful to for this. All the explanations you made, the easy website navigation, the relationships you can make it easier to foster – it’s got many excellent, and it’s really making our son and us know that the issue is cool, and that is seriously fundamental. Thanks for the whole lot!

  3. Thank you so much for providing individuals with such a splendid possiblity to check tips from here. It is always very excellent plus stuffed with amusement for me and my office acquaintances to visit the blog the equivalent of three times in 7 days to read through the new guidance you have. And lastly, we’re usually motivated with the striking knowledge you serve. Some 2 areas in this article are really the most suitable I’ve had.

  6. Excellent web site. A lot of useful info here. I’m sending
    it to a few buddies ans also sharing in delicious. And of course,
    thanks for your effort!

  7. I like the helpful information you provide in your articles.
    I will bookmark your blog and check again here regularly.

    I am quite sure I will learn lots of new stuff right here!
    Good luck for the next!

  9. Excellent article. Keep writing such kind of information on your site.
    Im really impressed by your site.
    Hey there, You’ve done an excellent job. I will definitely digg it and
    personally suggest to my friends. I’m confident they’ll be benefited from this website.

  11. I do not even know the way I stopped up here, but I assumed this
    put up used to be great. I don’t realize who you might be however definitely you’re going to a famous blogger for those who
    are not already. Cheers!

  12. Howdy! This is my first visit to your blog! We are a collection of volunteers and starting a new initiative in a community in the same niche.
    Your blog provided us valuable information to work on. You have done a extraordinary
    job!

  13. Howdy! This post couldn’t be written any better! Reading this post reminds me of my good old room mate!

    He always kept talking about this. I will forward this post to him.
    Fairly certain he will have a good read. Thank you for sharing!

  14. Excellent pieces. Keep writing such kind of info on your
    blog. Im really impressed by your blog.
    Hello there, You’ve done an excellent job. I will certainly digg
    it and in my opinion suggest to my friends. I’m confident
    they’ll be benefited from this web site.

  15. Hello I am so grateful I found your site, I really found you by accident,
    while I was searching on Aol for something else, Anyhow I am here now and would just like to say thanks a lot for a marvelous post and a all round interesting blog
    (I also love the theme/design), I don’t have time to look over it all at
    the minute but I have saved it and also added your RSS feeds, so when I have time I will
    be back to read more, Please do keep up the great work.

  18. Zithromax Shipped Overnight Celebrexsavings Order Lasix Overnight Delivery cialis online Amoxicillin Clavulanate Potassium Web Md Bentyl Muscle Spasms Worldwide Shop Cod Accepted Cheap Viagra Pfizer

  22. Wow that was unusual. I just wrote an really long comment but after I clicked submit
    my comment didn’t show up. Grrrr… well I’m not writing all that over again. Regardless,
    just wanted to say fantastic blog!

  24. You made some first rate points there. I appeared on the internet for the issue and found most individuals will go along with with your website.

  25. Wow that was odd. I just wrote an very long comment but after I clicked submit my comment
    didn’t appear. Grrrr… well I’m not writing all that over again. Anyways,
    just wanted to say fantastic blog!

  26. Hey, I think your site might be having browser compatibility issues.
    When I look at your blog site in Chrome, it looks fine but when opening in Internet Explorer, it has some overlapping.
    I just wanted to give you a quick heads up! Other then that,
    superb blog!

  28. This is really interesting, You are a very skilled blogger.
    I’ve joined your rss feed and look forward to seeking more of your magnificent post.
    Also, I’ve shared your web site in my social networks!

  29. You really make it seem so easy with your presentation but I find this topic to be actually something which I think I would never understand.
    It seems too complex and very broad for me. I’m looking
    forward for your next post, I’ll try to get the hang of it!

  30. Howdy would you mind letting me know which web host you’re using?
    I’ve loaded your blog in 3 different internet browsers and I must say
    this blog loads a lot quicker then most. Can you suggest a good hosting provider at a reasonable price?
    Thanks a lot, I appreciate it!

  31. You made some really good points there. I checked
    on the web for additional information about the issue and found most people will go along with your views on this web site.

  32. Hi would you mind letting me know which hosting
    company you’re using? I’ve loaded your blog in 3 different
    web browsers and I must say this blog loads a lot quicker
    then most. Can you recommend a good web hosting provider at
    a honest price? Many thanks, I appreciate it!

  34. Hi there! I know this is kinda off topic but I was wondering if you knew where I could locate a captcha plugin for my comment form?
    I’m using the same blog platform as yours and I’m
    having trouble finding one? Thanks a lot!

  37. Thank you for any other wonderful article.
    The place else may anybody get that kind of information in such a perfect approach of
    writing? I have a presentation subsequent week, and I’m on the look for such info.

  41. Pingback: cheap jordans
  42. Pingback: air max 270
  44. Pingback: jordan 12
  45. Pingback: nike react
  46. Pingback: nike roshe
  47. Pingback: jordan retro
  50. Pingback: yeezy shoes
  51. Pingback: kyrie 3
  53. Pingback: birkin bag
  55. Pingback: nhl jerseys

  58. I’m amazed, I have to admit. Seldom do I encounter a blog that’s equally educative and amusing, and let me tell
    you, you’ve hit the nail on the head. The issue is an issue that
    too few men and women are speaking intelligently about.
    I’m very happy that I found this during my hunt for something concerning this.

  59. Pingback: coach outlet store

  60. When someone writes an article he/she keeps the plan of a user in his/her mind that how
    a user can be aware of it. Therefore that’s why this piece of writing is
    amazing. Thanks! pof natalielise

  61. I think this is one of the most significant information for me.
    And i am glad reading your article. But want to remark on some general
    things, The website style is perfect, the articles is really nice :
    D. Good job, cheers

  62. Woah! I’m really digging the template/theme of this site.

    It’s simple, yet effective. A lot of times it’s hard to get that
    “perfect balance” between user friendliness and appearance.

    I must say you’ve done a fantastic job with this. Additionally,
    the blog loads super quick for me on Chrome. Outstanding Blog!

  64. Pingback: nike air vapormax
  65. Pingback: ferragamo belts
  66. Pingback: golden goose outlet

  67. Yesterday, while I was at work, my cousin stole my iPad and tested to see if it
    can survive a 25 foot drop, just so she can be a youtube sensation. My
    apple ipad is now broken and she has 83 views. I know this is entirely off
    topic but I had to share it with someone!

  68. Pingback: jordan shoes
  69. Pingback: nike 270
  71. Pingback: moncler
  72. Pingback: louboutin

  73. Wow, marvelous blog format! How long have you ever been blogging
    for? you made blogging look easy. The whole glance of your site
    is magnificent, let alone the content material!

  74. I’ve been surfing online more than 2 hours today,
    yet I never found any interesting article like
    yours. It’s pretty worth enough for me. Personally, if all website owners and bloggers made good content as you did, the web will be a
    lot more useful than ever before.

  75. Pingback: nike air vapormax
  76. Pingback: yeezy boost
  77. Pingback: yeezy shoes
  78. Pingback: nike air max

  81. After research just a few of the weblog posts on your web site now, and I really like your approach of blogging. I bookmarked it to my bookmark website record and shall be checking back soon. Pls try my site as effectively and let me know what you think.

  85. I’m not that much of a internet reader to be
    honest but your sites really nice, keep it up!
    I’ll go ahead and bookmark your site to come back later on. Many thanks

  86. Hey there! I know this is kinda off topic however I’d figured I’d ask.

    Would you be interested in trading links or maybe guest authoring
    a blog article or vice-versa? My blog goes over a lot of the same topics as yours and I believe we could greatly benefit from each other.
    If you might be interested feel free to shoot me an email.

    I look forward to hearing from you! Awesome blog
    by the way!

  87. I think that everything posted was actually very logical. But, think about this,
    what if you typed a catchier title? I am not saying your information isn’t solid,
    however what if you added a title that makes
    people desire more? I mean The Shift : From Digital Marketing to Digital For Marketing – Digerati is
    kinda boring. You ought to look at Yahoo’s front page and note how they create news headlines to get people interested.
    You might add a video or a related picture or two to grab readers excited
    about what you’ve written. Just my opinion, it might make your
    posts a little bit more interesting.

  125. Woah! I’m really loving the template/theme of this site.
    It’s simple, yet effective. A lot of times it’s hard to get that “perfect balance” between superb usability and appearance.

    I must say you’ve done a superb job with this. In addition, the blog loads super fast for me
    on Safari. Exceptional Blog!

  160. Hey are using WordPress for your blog platform?
    I’m new to the blog world but I’m trying to
    get started and create my own. Do you need any coding expertise to make your own blog?
    Any help would be greatly appreciated!

  176. Pingback: mama bear t shirt amazon

  185. Hi there i am kavin, its my first occasion to commenting
    anyplace, when i read this piece of writing i thought i could also make comment due to this sensible article.

  187. Pingback: houston junk car buyer

  212. Amazing blog! Is your theme custom made or did you download it from somewhere? A theme like yours with a few simple adjustements would really make my blog jump out. Please let me know where you got your design. Many thanks

  217. I have to thank you for the efforts you have put in penning this blog.
    I’m hoping to view the same high-grade blog posts from you
    later on as well. In fact, your creative writing abilities
    has motivated me to get my own, personal blog now ;
    )

  220. Hi I am so happy I found your website, I really found you by accident, while I was
    researching on Bing for something else, Anyways I am here now and would just
    like to say thank you for a tremendous post and a all round entertaining blog
    (I also love the theme/design), I don’t have time to go through it all
    at the moment but I have saved it and also added in your RSS feeds, so when I have time I will
    be back to read much more, Please do keep up the fantastic job.

  226. Thanks , I’ve just been looking for info approximately this subject for ages and yours is the best I’ve came upon till now.

    But, what about the conclusion? Are you positive concerning the source?

  245. Heya i’m for the first time here. I found this
    board and I in finding It truly useful & it helped me out a lot.

    I’m hoping to provide something again and help others such
    as you helped me.

  248. I’m not sure exactly why but this site is loading very
    slow for me. Is anyone else having this issue or is
    it a problem on my end? I’ll check back later
    and see if the problem still exists.

  252. Amazing blog! Is your theme custom made or did you download it from somewhere? A theme like yours with a few simple adjustements would really make my blog jump out. Please let me know where you got your design. Many thanks

  262. Greetings from Florida! I’m bored to death at work so I decided to check out your
    site on my iphone during lunch break. I enjoy the knowledge you provide here and can’t wait to take
    a look when I get home. I’m amazed at how quick your blog loaded on my phone ..

    I’m not even using WIFI, just 3G .. Anyhow, excellent blog!

  264. Thanks for the marvelous posting! I truly enjoyed reading it, you may be a great author.I will make sure to bookmark your blog and definitely will come
    back in the foreseeable future. I want to encourage you continue your great job, have a nice morning!

  268. Thank you for some other informative web site. Where else may just I am getting
    that kind of info written in such an ideal way? I’ve a venture that I am simply now working on, and I’ve
    been on the glance out for such info.

  281. My spouse and I stumbled over here different page and thought I
    should check things out. I like what I see so
    now i’m following you. Look forward to looking over your web page
    repeatedly.

  304. We are a bunch of volunteers and opening a new scheme in our community.

    Your web site offered us with valuable info to work on. You’ve performed a formidable activity and our entire group will probably be grateful to you.

  307. I’ve been exploring for a bit for any high-quality articles or blog
    posts in this kind of area . Exploring in Yahoo I ultimately stumbled
    upon this website. Studying this info So i’m happy to show
    that I have an incredibly excellent uncanny feeling I came upon exactly what I needed.
    I most without a doubt will make certain to do not omit this website and provides it a look
    regularly.

  309. When someone writes an post he/she keeps the image of a user in his/her mind that how a user can know it.
    Thus that’s why this piece of writing is perfect. Thanks!

  316. It’s a pity you don’t have a donate button! I’d definitely donate to this
    superb blog! I guess for now i’ll settle for bookmarking and adding your RSS feed to my Google account.

    I look forward to new updates and will talk about this website with my Facebook group.
    Talk soon!

  323. What i do not realize is actually how you are not actually a lot more
    neatly-favored than you may be now. You’re
    very intelligent. You understand thus considerably relating to this subject, made me individually
    imagine it from a lot of numerous angles. Its like men and women don’t seem to be involved
    until it is one thing to do with Woman gaga!

    Your individual stuffs outstanding. At all times
    deal with it up!

  328. Woah! I’m really loving the template/theme of this blog.
    It’s simple, yet effective. A lot of times it’s difficult to
    get that “perfect balance” between user friendliness and appearance.
    I must say that you’ve done a fantastic job with this.
    Additionally, the blog loads super quick for me on Opera.
    Superb Blog!

  330. Awesome blog you have here but I was wanting to know if you knew
    of any user discussion forums that cover the same topics discussed here?
    I’d really love to be a part of group where I can get feed-back from
    other experienced individuals that share the same interest.
    If you have any suggestions, please let me know. Appreciate it!

  362. Pingback: buy black bob wig

  364. You really make it seem so easy with your presentation but I find this matter to be really something which
    I think I would never understand. It seems too complicated and extremely
    broad for me. I am looking forward for your next post,
    I’ll try to get the hang of it!

  365. This can be a very interesting post. We like that you merely provide quality information and not simply write about something.
    Maintain it up and you will probably get to great results.

    So what do an individual think about my web site? suport lansete

  366. This is a truly enchanting website I forced to say.

    Too bad that there are not too varied websites like This anymore. But I am pleased that I develop it. Meet calligraphy on it .

    You can keep company with my website here as unquestionably: xbody dristor

  370. Hello, i feel that i saw you visited my weblog thus i
    came to return the want?.I’m attempting to find things to improve my website!I assume its
    ok to make use of some of your ideas!!

  389. Amazing blog! Is your theme custom made or did you download it from somewhere? A theme like yours with a few simple adjustements would really make my blog jump out. Please let me know where you got your design. Many thanks

  400. Hey! This is my first visit to your blog! We are a collection of volunteers and starting a new project in a community in the
    same niche. Your blog provided us beneficial information to work on. You have done a marvellous job!

  411. It’s good to come across a blog every once in a while that isn’t the same unswanted rehashed information. Excellent read! I’ve saved your site and I’m adding your RSS feeds to my Google account.

  415. Pingback: imitation louis vuitton monogram canvas santa monica clutch shoulder bag red
  418. Pingback: plecak m艂odzie偶owy hash ro艣liny tropikalne hs 05 e dla m艂odzie偶y
  420. Pingback: m missoni womens black knit cardigan clothing
  423. Pingback: merona solid brown 2 pc twinset sweater sz m long cardigan
  424. Pingback: louis vuitton multicolor mini sac hl speedy white 218939

  425. Greetings I am so excited I found your webpage, I really found you by mistake, while I was looking on Askjeeve for something else, Nonetheless I am here now and would just like to say many thanks for a remarkable post and a all round interesting blog (I also love the theme/design), I don抰 have time to read it all at the minute but I have book-marked it and also included your RSS feeds, so when I have time I will be back to read a great deal more, Please do keep up the superb work.

  427. In the journey of life, I am touched every time the coming Of a fate, a short greeting message, a kind message conversation, all moved me, the beauty of the fate, the warmth of friendship! Pong you a gentle blessing! I only wish good friends happy every minute! Health, good luck and happiness!

  429. Pingback: damskie tommy hilfiger nice wedge 1d1 100 bia艂y
  431. Pingback: suede biker jacket dusty pink

  434. My countless comments are like A sinking sea, without a response. There is no longer your footprint in the space, but in my heart, You still occupy an important position, and hesitate to leave.

  435. Pingback: mudeford retirement property for sale buy houses flats

  440. Someone essentially help to make seriously articles I would state. This is the very first time I frequented your website page and thus far? I surprised with the research you made to create this particular publish incredible. Fantastic job!

  444. Pingback: gilet laine femme capuche
  450. Pingback: bijela plo膷a professional dahle 45 x 60 cm

  464. For most up-to-date news you have to pay a quick visit web and on web I
    found this web page as a finest website for most up-to-date updates.

  465. The road is long and steep. Maybe you are tired. You want to give up.If you want to reach the peak of the road smoothly, you can only hold back the tired feet, relax the complex thoughts in your heart, and keep going forward step by step. Believe a word: do not give up, only succeed.

  481. I have been surfing online more than 3 hours today,
    yet I never found any interesting article like yours. It’s pretty worth enough for me.
    Personally, if all site owners and bloggers made good content as you did,
    the net will be a lot more useful than ever before.

  484. Pingback: tenisice adidas Trimm Trab hr
  485. Pingback: 芯锌谢邪褌邪 褔械褉械蟹 泻邪褉褌褍

  489. For some things, you need to open one eye and close one eye. This is wisdom; but for some things, you cannot open one eye and close one eye. This is a principle.

  497. Pingback: soie polyamide spandex bonded plunge bra and brief panty set

  499. I’ve been exploring for a bit for any high quality articles or blog posts in this sort of house . Exploring in Yahoo I finally stumbled upon this site. Studying this information So i’m satisfied to exhibit that I’ve an incredibly excellent uncanny feeling I discovered just what I needed. I such a lot surely will make certain to do not omit this site and provides it a look regularly.. cialis

  501. Pingback: the north face apex pants
  506. Pingback: nike sb 550 down

  512. There is a kind of love that obviously wants to give up, but can’t give up; there is a kind of love, knowing that it is suffering, but can’t hold back; Can’t take it back already.

  517. Pingback: fular de punto gris con multicolor

  525. Great work! That is the type of information that are meant to be shared around the internet.
    Disgrace on the search engines for now not positioning this
    submit upper! Come on over and seek advice
    from my site . Thanks =)

  527. Hi,I live in the US and I want to buy some Bibles to be shipped to an adress in Kenya. But I don’t know how the payment works. Does the website accept cards from the US and is it secured?. publix pharmacy

  533. This is really interesting, You’re a very skilled blogger.
    I have joined your feed and look forward to seeking more of your wonderful post.

    Also, I’ve shared your web site in my social networks!

Comments are closed.