Technology progressions have been disrupting traditional ways of activities, starting from the invention of computers to social networks and multi-room mainframe servers to hand held smart-phones. Likewise, recently we have been bombarded with lot of buzz words reflecting technological advancements, but couple of them is really gearing up to disrupt traditional organizational structure of businesses.
Machine learning is taking over all repetitive tasks of junior staff and already being considered as preferred choice of customer support in USA where 45% of consumers shown their inclination towards AI based online chatbots. Machine learning is the only viable solution to handle BIG DATA after digital transformation, where algorithm based soft robots identifies patterns in the data to predict future. Digital marketing strategies are already employing countless machine learning tools to gain competitive edge by understanding their market and customers better than their competition.
Digital transformation influencing businesses to move to inbound business models, should have the ability to cater to varying requirements of the consumers and scale easily. Due to the advent of smartphones and social media, online users prefer virtual interactions with their friends and family as it provides them comfort. Therefore, most of the people tend to gravitate towards quick virtual interaction with BOTS and get the issue resolved by tapping their smartphones.
Computers are the preferred choice of doing repetitive tasks at fast pace, without human errors. Therefore Robotic Process Automation (RPA) finding the ground in businesses and replacing low quality manpower with soft robots. For instance, performing data scrapping task for gathering market intelligence RPA becomes invaluable tool for marketing managers despite spending several folds more on human resource.
Finally, it is quite certain in the horizon that businesses will shrink in terms of head count and invest more on technology.
Digital marketing is in vogue, and most of the businesses worldwide, are adopting this dimension of marketing just to earn status symbol of being “Innovative Organization”. Owing to this adhoc approach, decision of indulging into online marketing unfolds unpleasant surprises upfront. In this blog post, we will unearth some of the significant challenges faced by the companies in implementing digital marketing strategies. Awareness of these potential pitfalls may lead to plan contingencies and risk management strategies, before diving into Digital Marketing. However, this is no doubt that digital platform is the bigger stage for marketing, but at the same time if you get it wrong then it will become the reason of your rapid descend as well!
This is one of the key risks in digital marketing, as technology and search engine algorithms are changing with high frequency making digital marketing strategies redundant. Therefore, it is vital to tackle this risk by incorporating mitigation or transferring tactics. Another approach to confront this problem is to make short spanned milestones, which collectively over a considerable period realize strategic goals (may be after one to five years). Thus, mathematics concepts of “Integration” and “Derivation” hold the key for digital marketing strategies.
Diversified Customer Relationship Channels:
Another challenge, which marketers face in digital marketing, is plethora of social networking sites on which they have to interact with customers. Legacy marketing use to revolve around TV and print media for communicating brand value but it is not the case anymore. Organizations need to broaden their presence base across all major or desired social networking sites to keep the reach for their digital endeavors. Furthermore, social networking is not the only fragment, on which digital consumers are present, mediums like search engines, Emails, SMS, Digital Billboards are the other platforms on which virtual interactions are required. Since, there are many channels of engagement for the marketers and it is impossible to keep presence on all mediums, this call for intelligent selection of channels as per the product/service nature.
Organization Readiness for Embracing Digital marketing:
This is the area, which is usually neglected. To introduce change in any system it is vital to make necessary arrangements, in-order to make that system compatible with change. For instance, if business does not possess content writers, bloggers and social media strategist etc. in their line-up and these functions are left on the individual who does not possess the required capabilities, then that system is bound to fail. Moreover, if website does not comply with web 2.0 frameworks, and social networking page is created on social networking website, then instead of increasing brand value it will start diminishing it, as being not share-able on social networks. Hence, it shows clearly that organizations must assess their readiness before entering into digital market.
About a decade ago, there was historic transition in software development industry where Java introduced platform independent programming language. Now is the time when marketing world is facing the same dilemma and there is a requirement of device independent marketing strategies. Further to illustrate, if some company has designed and created an impressive landing page on its website for the promotion of one of its product. However, that landing page has no mobile interface then that company wills failure out on the opportunity not being on the smart phones. Similarly, if website is not tested on all web browsers of computers, tablets or smart phones then it is relying on luck to get beneficial results of the campaign. Therefore, it is pertinent to have device independent approach in all digital marketing strategies to bear successful outcomes.
Lack of international standards in Digital marketing:
Digital marketing alone cannot achieve ultimate objective of marketing, there is a need of Hybrid approach, which combines legacy with digital marketing. There are not international standards like those that we do have in marketing or for that matter in other professional bodies; this adds further grief on the problem. Since, we cannot control this dimension so it is always advisable to make appropriate practices by combining several standards of marketing and information technology.
Digital marketing may turn out to be “Curse in disguise!” because the principle of digital marketing is word of mouth significance and what if it comes from one of your irritated customers. This will lead companies to catastrophe like the famous case of “DELL-HELL”, where one of its customer turn out to be a blogger who ruined DELL reputation on digital landscape with alacrity. Beware of this risk and always look out for the irritated customers and resolve their irritants by rectifying the problem. Contrariwise, this is a favorable dimension for digital consumers having the ability to effect companies brand value and will contribute in raising the level of customer satisfaction.
Overabundance of Data for Analysis:
Moving onto the most touted challenge as we speak; there are almost infinite number of data analytic approaches and software in the marketplace. Without any doubt, the king of analytics is “Google Analytics” for the website and “WordPress Analytics” for blogs. However, the reason for mentioning it as challenge is that the size of the data is huge. To maintain this data for some time is a real overhead, as higher storage is required, Confidentiality-Integrity-Availability of data, Security and safety requirements and last but not the least, integration of all data analytic to assist in making marketing decisions.
Communication with Stakeholders:
Coming to the end of our list of challenges, as a rule in management; communication is the make and break for all businesses. When it comes to digital marketing this is the area where you find most difficulties. Because, it is a relatively new phenomena and there are not more tangible examples to refer in your communication with stakeholders like bosses or investors. This leaves ample task and skill on the marketers to convince their bosses to take decision in their favor but most of the time it gravitates towards the other side. It is recommended, that consistent pursuit and comprehensive details are the two pillars of getting the verdict in your favor and there is no elixir of life, which will fix this problem all of sudden.
Finally, to recapitulate, this is not the complete list of the problems but certainly one of the top most challenges faced by marketing professionals in recent times. Purpose of this blog post is not to discourage anyone, rather it’s a heads up call for all of us.
We are living in the era where information and communications technology is leading and triggering changes in all walks-of-life. For the last few years, search engine optimization remained one of the most touted buzzword in online fraternity and then came social media optimization. However, like always technology is not going to wait for anything to grow mature and continue to keep on taking strides forward. Owing to this tendency, we are witnessing another change in optimization world, where Google is showing its predilection towards social indicators as the basis of page ranks. Discover, to the point blog post by Samantha “Google Has Changed Their Website Ranking Advice” to have background information. However, in this article we will try to explore compelling reasons due to which search engines are drifting towards social media indicators and future scenario of optimization world.
Firstly, we have to reiterate the real objective behind setting back-links one of the significant criteria to rate websites; previously, this was the only option available that reflects reputation and demand of the content on the site by digital consumers. This led to introduction of new tactics of building back-links to the website so that its page rank is improved in the eyes of search engines. Due to the very reason, focal point of all resources and efforts were to gain back-links and not on the content of the website, this where problem lies as search engine as we speak most of the time show search results with irrelevant content because owners of the websites have optimized them. Thus, the state of affairs were such that search engines have to take some corrective measures in order to raise the quality of the organic search results.
With the inception of Web2.0 and rapid popularity of social networking sites, search engines have realized that there is another more efficient way of determining the reputation and demand of the content on the website and that is social sharing, comments and likes/dislikes. There are several reasons why this approach is being proffered over previous approaches and they are stated below:
Ultimate goal of search engines are to provide organic search results as, per consumers demand, and what could be the better option than social media indicators (such as sharing, ratings, likes or comments) as these are the verdict of the same consumers.
There are several aspects about the content, and these all are not related to the quality of the content. Rather, some of them points to the relevance as well, relevance of time, relevance of language, relevance of culture and to name but a few. It is hard to determine relevance with the help of algorithms, so why not to transfer that burden back to online consumers as they are selecting relevant content and rate them daily on social media sphere.
Finally, to recapitulate, social media has acted as catalyst here, and triggered change in search engine algorithms for rating websites. Thus, in times to come we will make web2.0 compliant websites in order to make them search engine friendly and all types of optimizations (such as Search engine optimization, social media optimization, On-page Optimization) will integrate with each other to form “Hybrid Optimization or Integrated Optimization”. Moreover, social media interactions will act as the key performance indicator for search engine bots or spiders and i will not be surprised if facebook or twitter launches its own social search engine. Furthermore, keywords in the content will be highlighted as hash tags ‘#’.
Coming to end, I think we are moving in a right direction and we are going to see interesting changes in times to come. Like always my advise is “Change with the Change! Otherwise Change will Change You!”
Information and Communication Technology (I.C.T.) is one of the fields that are continuously changing with the passage of time. Owing to this, associated industries need to change as well to cop with it, such as Digital Marketing. Looking at the technology evolution, you do not require to be a rocket scientist in anticipating future direction. There are going to be significant changes in ICT through out the world. In this blog post, we are going to examine what are those changes and what will be the effects of transformation respectively.
Transformation of marketing preference from traditional way to social media is on the rise. Conventional marketing is in practice for many decades now. This is the reason due to which this style considered suitable for businesses today. However, trend is shifting towards social networking rapidly. There are many convincing reasons due to which this change is happening but in this article, we will look at eight compelling motives:
In the last decade, there has been a lot of buzz of social media worldwide. There are so many elements in social media that at times it becomes very difficult to comprehend the entire context. The purpose of writing this article and sharing it with the audience is that to bring clarity in understanding of this very popular term “SOCIAL MEDIA”.
Transformation of juvenile preferences has been in debates for many years now. One of the leisure activities of youth is playing games on social media platform. Technology proliferation has changed many traditional practices and teenager’s preference on online games is no exception. There are positive and negative effects on their behavior and health, which is discussed below in the same order.