{"id":109637,"date":"2018-05-17T15:47:00","date_gmt":"2018-05-17T20:47:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/modernising-marketing-organisation\/"},"modified":"2024-12-21T05:49:49","modified_gmt":"2024-12-21T10:49:49","slug":"modernising-marketing-organisation","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/modernising-marketing-organisation\/","title":{"rendered":"Modernising the Marketing Organisation"},"content":{"rendered":"

What does an E-commerce team, Marketing team, Brand team, PR team and Customer Service team all have in common? CUSTOMERS! Despite this, all too often when I talk to brands I find that these teams don\u2019t talk to one another (even in pure-play online businesses!) and yet, they are all chasing the same<\/u><\/strong> customer. As marketers, how do we change this? How do we break down the walls between teams with the same ultimate goals?<\/p>\n

Here\u2019s how you can start:<\/p>\n

1. Get a single view of who your key customers are<\/h2>\n

To make marketing teams and budgets more impactful, they all need to share the same customer view. How can you do this? With data. Your own data. You don\u2019t need expensive third-party tools (at least not to begin with), as chances are you probably have enough data. The problem might be that it\u2019s siloed and you lack a single lens through which to view it.<\/p>\n

Wait, what data?<\/em><\/strong><\/p>\n

I\u2019m taking about joining web analytics<\/a>, product review data and CRM data. This will give you a great starting point as it will allow you to identify and prioritise key customer segments, helping you understand who buys from you and what their behavioural traits are i.e. what they buy from you and how often, their interests, what type of language they use, and which device type they prefer.<\/p>\n

When you have a clear understanding of who your customers are, you can begin to plan out all other marketing activity \u2013 messaging, content, landing pages, emails, channels etc. \u2013 all tied back to a particular customer segment. From here, you can begin to personalise your website content and the content you push out to your other channels.<\/p>\n

What other channels are we talking about?<\/em><\/strong><\/p>\n

It\u2019s no longer enough to have a website and personalise the content you have here, you need to offer the same experience across multiple channels and it ALL needs to tie back to a customer segment. What good is understanding your customer if all you do is blast out the same message to everyone?<\/p>\n

 <\/p>\n

\"customer-segmentation-diagram\"

customer-segmentation-diagram<\/p><\/div>\n

 <\/p>\n

<\/h2>\n

2. Stop trying to measure the performance of single channels – your customers don\u2019t engage with you like this<\/h2>\n

If I had \u00a31 for every time I had a conversation with a client about siloed channel measurement where they want to understand the ROI of Paid vs. Organic or Display because \u2018that\u2019s how the board like it reported\u2019 then I would have retired already. The way your customers discover your brand has changed. Years ago, if you weren\u2019t on Google, you couldn\u2019t win at online. Today, if you don\u2019t understand \u2018where\u2019 your customer is (both physically and digitally), you are not going to win \u2013 at all.<\/p>\n

Sure, you can optimise for well researched keywords across search engines, but if your content is not relevant and is not available across channels at all stages of the customer journey, then you can\u2019t influence. Social channels are majorly influential at connecting customers with new brands. The problem is it can be harder to measure. The solution, measure KPI\u2019s around your customers \u2013 number of customers, revenue, visits, AOV, conversion rate etc.<\/p>\n

 <\/p>\n

\"connected-technology-TV-computer\"<\/p>\n

\n \n
\n
\n

\n Stay Forward <\/h2>\n

\n Get exclusive insights into digital
media's top-trending topics delivered
directly to your inbox. <\/p>\n <\/div>\n\n

\n
\n
\n
\n \n