How to overcome the challenges of delivering a digital experience
AS ORGANIZATIONS strive to realize their digital-first visions, marketing teams are expected to take the lead on delivering the right digital experience.
Achieving this transformation is understandably critical in the modern marketplace, and the task has not been simple.
Marketers often find themselves facing the same set of challenges, which include the lack of an effective strategy, failure to secure the buy-in of relevant stakeholders, insufficient resources, and the lack of consensus.
It is generally unwise to deploy technology without proper planning, budget, or process. Similarly, getting a budget or allocation approved by management could also be difficult if they can’t measure or gauge the impact of digital experience.
Further, marketers also face the content and data challenges which could potentially have a significant impact on their organization’s revenue streams, or worse, customer experience.
Here are some of the significant challenges that marketers face in the digital age, and how to overcome them:
#1 | Addressing the leadership disconnect
Many business leaders are often reluctant to approve a budget for new technology or tools for marketing purposes.
This happens due to a massive disconnect, as leadership fails to understand the technology, processes involved, and the outcome of creating an effective digital experience.
Thus, marketers need to articulate their vision and the impact of being digital-first across the business.
Marketers must aim to form a strategic alliance with their leadership to ensure that their digital strategies are focused on achieving the company’s business goals.
#2 | Leveraging the right technology
While many emerging technologies are available that can help marketers improve customer experience, it is essential to deploy the right tools for the right tasks to ensure an effective digital experience delivery.
For example, AI-powered tools could automate many repetitive tasks, while big data analytics could provide insights that enhance targeting capabilities.
Marketing teams must establish a clear plan on how they will deploy these technologies to get the best outcome, make smarter decisions, and deliver better personalizations.
#3 | Gaining actionable insights from data
Businesses collect a lot of data in the digital era, thanks to the ease of data collection and storage technology.
But simply holding on to the data is useless. Businesses need to gain valuable and actionable insights from their data to build a better digital experience for their customers.
Organizations need to collapse all the silos and implement a secure system that makes it actionable across all marketing platforms and delivers a world-class customer experience.
#4 | Getting personalization right
Personalization has emerged as one of the most critical element when it comes to providing enhanced customer experience.
Modern technologies such as AI and big data analytics allows for an unprecedented level of personalization, but marketing teams seem to struggle with it.
The problem is many marketers often approach personalization in a standardized fashion that does not fit their particular business model or target market.
To overcome this issue, it is essential to always start small, with few creative ideas, while building a framework based on business KPIs.
By implementing ad-hoc strategies, wherever possible, marketers could make personalization their strongest suit.
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