Ask three digital marketers what their biggest challenges are, and you’ll likely get three different answers. But is there an underlying theme? Common goal? In most cases, yes. We all seem to be striving to make informed, data-driven decisions, and in turn, improve the customer experience.
Overcoming the major challenges marketers face today – elevated customer expectations, disjointed customer experiences, and data fragmentation – and successfully transforming your business for the digital era is possible with the right tools and resources.
Here are some tips from our Adobe Marketing Cloud experts to help you in your quest for digital marketing nirvana:
When you organize digital marketing efforts around data and content, you provide customers with a consistent brand experience. Then, test, measure, and repeat different content, using analytics to identify which messages resonate the most with your audience.
Identify, integrate, and implement
Use analytics to identify target audiences to integrate your marketing hub and web content management tools. You can then promote tailored information through e-mail marketing and online campaigns.
Understand your customer from every angle
Break down data silos and establish a 360-degree customer view. Track customer behavior and integrate data from the web, CRM, and retail systems to create a personalized, consistent experience across all touchpoints.
Share messages that resonate in less time
Find a content management solution that lets you publish across all digital platforms so your message reaches your customers – and the market – faster.
Chart a course for platform integration
Set a clear integration strategy to bring new marketing tools into the fold with existing systems and processes. This is key for choosing the right solution for your company, either best-of-breed or a single platform.
Optimize content for search
Monitor SEO effectiveness, experiment with optimization, and develop content that promotes your company across search platforms
You can’t improve what you don’t measure
Measure campaigns for effectiveness across channels and audiences to identify how your campaigns contribute to ROI.
We have a guide that delves into this topic a bit more. “Solve Three Common Digital Marketing Challenges with Adobe Marketing Cloud,” explores the common challenges and underlying factors that impact customer experience and how the right digital marketing platform can help you exceed expectations and use analytics to make data-driven decisions.