Author(s) : Forrester Consulting
The study offers a large view of digital marketing landscape and the challenges of the fragmentation.
Here they are the hypotesis and their results revealed by the study :
1. The splinternet disrupts the marketing landscape
Because of the fragmentation, it has been broken in its fundamental bases and standards.
Each touchpoint and device requires its owns technology processes and measurement strategy.
Furthermore, marketing strategy must be collaborative and adapted to the new consumers expectations and to the fact that the control of internet data remains in the hands of social medias and consumers.
2. Marketing strategies need a reboot
Many firms have understood that multichannel is critical and hold value in terms of sales, profits and consumer satisfaction.
Social networks is the place where firms are the most active before mobile channel.
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 a too much basic measurement which can be a barrier for adapting to fragmentation and they lack of key performance indicators
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.Multichannel success requires mastery of multiple disciplines
To transform the challenge in reality, firms must adopta new approach which relies on strategy; an expanded toolkit with web and mobile content management, multichannel campaign; an infrastructure and data management strategies adapted to ensure good marketing analytics and operations ; a developped organization with a centralized marketing teams and third-parties; and a measured right data to ensure a better visibility and a comprehensive view of consumers and prospects.
To conclude, theSplinternet is a real opportunity for firms and they can’t ignore or resist 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.” (MarketingManager, 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)
