Navigating a new digital world
Editorial

Navigating a new digital world

The CIM Digital Summit 2017 will help marketers align their digital activity with their target audience

While the proliferation of digital marketing channels in recent years has produced almost limitless opportunity for marketers, it has also increased pressures on marketing budgets.

The impact of digital is clear, 60% of global shoppers now prefer to purchase via digital channels. Across worldwide consumers, 59% want real-time personal offers designed especially for them, and 39% use social networks to get inspiration for purchases according to a survey from PricewaterhouseCoopers.

Little wonder, then, that optimising SEO, launching targeted email campaigns, and measuring the ROI of pay-per-click have become key tasks for marketers who are seeking to engage customers on channels where they are active.

And yet, with technological innovation occurring at such a fast pace, it can be difficult for marketers to maintain a position at its cutting edge; an issue CIM looked to address earlier this year. The CIM Challenges and Opportunities Facing Marketing in 2017 report, looked at how marketing could lead change in a mid - and post - Brexit economy, and best communicate what business needs to do in order to flourish. The report revealed that while 52% of marketers were intent on improving the performance of their organisation’s digital channels, 95% of those polled said there was also a danger in getting distracted by the latest gimmick or cool tech innovation.

Real-world examples of this are easy to find. Just over a year ago, the worldwide craze for Pokémon GO might have seemed to be a tipping point for augmented reality (AR) – a technology that marketers in many sectors would soon need to grapple with. And yet Pokémon GO’s big moment has settled into a ‘long tail’ period, in which other digital distractions, such as virtual experiences, live streaming, customer service automation and wearable technology, have come to the fore.

Another of these challenges is the General Data Protection Regulation (GDPR). For digital marketers, GDPR sets new boundaries regarding opt-in and opt-out processes, and consent regarding electronic communications. This means that data gathered online, as with other channels, will only be allowed to be used for its originally intended purpose, and not held indefinitely; and that data will not be able to be collected simply to have in case it becomes needed. In CIM’s 2017 survey, 50% of marketers said they didn’t fully understand the implications of GDPR. This is no doubt changing, but developing a properly strategic response to GDPR is likely to be high on marketing’s agenda for some time beyond its uptake in May 2018. 

Data is not the only potential headache marketers face. Keeping campaigns relevant and engaging using the latest technologies also requires attention. The digital tools are endless and continue to impact marketing: for example, deciding when to use artificial intelligence (AI) to help consumers navigate a complex, multichannel world and when to use traditional techniques. Marketers must also consider when to harness the potential of social channels such as Snapchat, WhatsApp or Musical.ly, and the role influencer marketing can play in reaching senior audiences.

In this environment of constant change, and with competing demands, it can be hard to know where to focus digital marketing efforts. On 17 October, CIM’s Digital Summit will set out the key steps marketers can take to harness their digital strategy and align it with their target audiences, improving user experience and delivering business advantage.

Building upon CIM’s latest digital marketing insights, the summit will help marketers to develop sound digital planning for the future, and discuss the latest tactical tools and techniques to implement their strategy.

Specialist sessions will explore how marketers can focus their digital efforts to create a seamless customer journey, and how social monitoring tools can help organisations understand customer behaviours, keep consumers engaged, and help brands stay relevant.

Hosted at The British Museum, London, the summit will also prepare marketers to deliver ROI from their digital spend, assessing how Key Performance Indicators can be used to measure the success of digital activity. The event will also consider cutting-edge developments in automation and AI, with speakers from Google and iProspect exploring how ‘machine learning’ can be employed to increase personalisation and create better customer journeys, as well as what future technological developments might mean for marketers and organisations across sectors.

The sessions are designed to provide marketers with practical resources to take away and use – including case studies, exclusive podcasts and a step-by-step measurement framework.

It’s time to turn the challenge of this complex and fast-changing digital world into a profitable opportunity.

Register for the CIM Digital Summit 2017

CIM
Back to all