The explosion in availability of new services through digital channels has rapidly changed consumer expectations. Engagement must be timely and relevant, and every industry is judged by the standards of the best. Channels are converging, and there are opportunities to link television, print and in-store channels with digital conversion mechanisms.
Digital provides unparalleled opportunities to understand the unique behaviours of your customers using insights derived from data. Advanced analytics enables real-time optimisation of campaigns, so that you can engage customers via personalised communications in their preferred channel, whether social, web, mobile, television or digital signage.
The rapidly changing digital environment creates opportunities and challenges for marketing. The four Ps of the marketing mix are being replaced by the four Es : Experience, Everyplace, Exchange and Evangelism1. The focus is on customer motivation, and on using digital channels to trigger the right content or offer in the right context.