Next Level Digital Marketing | The Manila Times

As Southeast Asia transitions to the digital economy, many companies that have digitized are better positioned to leverage technology to achieve realistic and measurable business results. Consumption on online platforms is now entrenched as a way of life in Southeast Asia, the region’s digital economy is expected to reach $360 billion by 2025.

With consumer behavior shifting firmly towards the digital space, it is imperative that businesses shift their operations and marketing to digital channels. Companies that just dip their toes into digitalization would be faced with the harsh truth that 57% of digital transformations fall short of the initial goal they originally set. For large enterprises managing multiple retail and communication channels, a more holistic approach is needed for them to use data insights and act on data-driven decisions.

With increasingly complex marketing needs, how can a company rely on a unified marketing platform to successfully compete in the digital race?

Good unified marketing platform

According to a survey conducted by McKinsey, consumers in Asean were more likely to shop online during and after the pandemic, with Indonesia recording 60% of consumers intending to continue shopping online after the pandemic. pandemic. The same survey also revealed that 68% of Thais and 80% of Filipinos abandon brand loyalty in favor of new products and services.

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With customers becoming increasingly fragmented in the places where they shop, companies have found that spending on digital marketing increases the likelihood of an effective call to action being placed when the consumer considers their options online, which results in higher conversion rates. As businesses take the first step toward all-in-one platforms and are able to leverage a more powerful combination of marketing capabilities, marketers can now anticipate the customer journey and deliver personalized experiences across multiple channels. that will delight the customer.

The modern high-velocity marketing effort requires coordination between teams simultaneously across campaigns with different messages across many channels. It requires a level of close collaboration to track the lightning-fast customer landscape, analyze data, and extract meaningful insights from an array of information silos.

Data Driven Marketing

Competitive intelligence is set to explode in Southeast Asia. According to Ernst & Young, technology platforms and data monetization could create customer loyalty if they solve the needs of the masses. Companies with data analytics and personalization engines could deliver superior experiences by offering a one-stop solution to potential customers.

Data analytics could allow companies to track the performance of each marketing effort and assess the trajectory of each program to achieve the business goal. A unified marketing platform with business intelligence would enable companies to turn data into knowledge and spot trends and opportunities; allowing organizations to remain agile, and also ready to tackle new market segments.

By combining data analytics with artificial intelligence, companies are unlocking new capabilities, including predictive analytics, cognitive analytics, and the ability to predict future customer behavior. As the analytics are integrated with the CRM platform, companies would have a tool that could find value across the entire customer lifecycle and across multiple customer touchpoints.

This increased competition in “hyper-personalized experiences” would create a gap between companies that could stay relevant and delight the customer, versus companies that would end up falling behind. It’s only through the automation of marketing efforts that brands can truly go further to anticipate customer behavior and deliver experiences that surprise, convert and delight the customer in ways that ordinary digitalization could not. The “unified marketing platform” helps brands meet these expectations and address these challenges, resulting in seamless experiences that engage with better bottom line results.

Automation to improve processes

By having information throughout the customer lifecycle, companies could then automate processes and personalized experiences to generate quality leads. Demand for marketing automation is growing in Asia Pacific, with 79% of marketers investing in marketing technology. This has enabled the growth of e-commerce and an increase in indexed sales across Southeast Asia, further fueling the need for marketing automation.

Marketing automation helps marketers and CMOs manage marketing activities across multiple channels, generate more leads and conversions to achieve desirable campaign goals and revenue targets. Monotonous and repetitive tasks could be automated to reduce the margin of error and save time, so that marketers have more space for critical thinking and resourceful marketing. Marketing tasks, from simple customer FAQs and weekly email newsletters to advanced tasks like dynamic content generation, could be fully automated, allowing marketers to focus on the right contextual engagement for every customer lifecycle.

As consumers continue to conduct their daily activities online, it is increasingly important for brands to move towards data-driven and automated personalized experiences, businesses could build resilience and perseverance to meet all challenges. challenges as the digital economy continues to mature. Unified marketing platforms are here to stay, and businesses could better manage, connect, and automate, doing what they do best: solving everyday customer problems.

Gibu Matthew is vice president and general manager of Zoho Corp. for Asia-Pacific.