Here they are the hypotesis revealed by the study :
1. The splinternet disrupts the marketing landscape
2. Marketing strategies need a reboot
3. Multichannel success requires mastery of disciplines
1. Concerning the digital marketing landscape, it is not the same today because it has been broken in its fondamental bases by the fragmentation. Furthermore, the control of internet data remains in the hands of social media and consumers. It’s difficult for a digital marketer to access to these data and so to adapt marketing campaigns.
Then, marketing standards are changing and need to be adapted . Each touchpoint and device requires its own technology processes and measurement strategy. Consumers expectations are changing too: they want more rapidity and find the same things whatever the device on which they are connected. At least, marketing environment is becoming a collaborative one. Firms and stakeholders are linked and have to work together for a better decision-making.
2. Multichannel is critical and holds value and many firms have understood its importance in terms of sales, profits and consumers expectations satisfaction. Many of them agree that they have to improve their multichannel capabilities, that they can extend their profits with the multichannel and that it will be critical to their long-term success.
In the multichannel, the social networks continue to attract firms where they are the most active in terms of presence and advertising rather than mobile for which firms lack of capabilities.
According to them, fragmentation represents significant opportunities for firms to improve communication quality and increase customers loyalty and acquisition.
Firms face to a top challenge that is measurement which can be a barrier for adapting to fragmentation.
But they use basic metrics like click-through rate or lift in brand awareness or affinity and they lack of key performance indicators and for example, uncertain ROI can stop them adopting new channels in their organizations.
Entreprises are not ready to invest in staff and skills. They count on technologies and third party services to fill numerous holes in their capabilities.
3. Fragmentation is once-in-a-generation opportunities for firms marketing strategies. But they have to use these recommendations to transform this challenge in a reality:
– They have to take a structured and oriented approach to adopting new channels with a test-program or support low-cost to evaluate theme and find process to use.
– Overarching strategy is a key to succeed and many firms would predict this skill as the most critical one.
– A toolkit with a well-balanced, holistic technology portofolio is critical to their marketing organizations. Web and mobile content and multichannel campaign management require all their attention.
– Their infrastructure and data management strategies must be adapted to ensure good marketing analytics and operations.
– Firms need skills, structure and bandwidth with centralized marketing teams and third parties. Any help is welcome to operate in a fragmented and high-speed environment.
– Focusing on the right data is necessary to afford barriers to marketers. They must democratize date insights to ensure a better visibility and a comprehensive view of consumers and prospects.
– Actionable analytics is essential to take full advantage of the data generated.
– Mobile channels is something to take with caution. Firms must be ready after evaluating them and establishing benchmarks. Their presence is important in other emerging channel too to create awareness.
To conclude, the Splinternet is a real opportunity for firms and they can’t ignore or resit it. but it depends on what they would do and apply as strategies to help themselves to face this change and to insure their long-term development.
Références bibliographiques :
“Customers want everything to be the same (…) expect a response within hours not days.” (Marketing Executive, Retail)
“It is starting to get the stage (…) it can be a relationship breaker”. (Marketing Manager, High Tech)
“As far as digital (…) It is litteraly beyond our capacity.” (Marketing Manager, Retail)
“We don’t have specific metrics at this point (…) are pushing those levers.” (Marketing Executive, Manufacturing)
“I don’t think (…) to link activity to sales in any way.” (Marketing Director, Consumer Packaged Goods)
“Online marketing is being use more and more (…) and are desperate to justify their activities.” (Marketing Executive, Retail)
“With these emerging channels (…) Question is you have to find it and how to use it, it’s powerful.” (Marketing Executive, Manufacturing)
“The day when marketers (…) they involve IT and many parts of the organizations.” (Marketing Executive, Retail)
“Because of technology (…) It’s better to rely on outside sources.” (Marketing Executive, Manufacturing)
“Success is really hard to measure (…) It’s about quality and quantity of people in the community.”(Marketing Director, Consumer Packaged Goods)
“It’s being able to attribute (…) that leads to opportunity.” (Marketing Manager, High Tech)
