Digital Marketing Summit

In the last 3 days I  heard several times the phrase ” consumer journey”. It is the latest concern for the  majority of marketers. When you think of how this aspect interferes with digital marketing, you would say this is a new field that tries to switch consumer’s path on a new direction other than the traditional one. But this debate ends quite simple: consumers are the ones making a u-turn and marketers are the one who must follow them.

In this realm, companies are making efforts to keep up with the latest developments in technology and consumers’ demands.  It is a divergence in the consumer decision. Therefore key trends that open this new decade are : mobile optimized sites, smart search, the cloud, social proof on different social media platforms. This panorama brings the mobile device as the main player in developing marketing strategies that work on your business.

In a mobile context, tools like QR codes, apps, video, SMS, location-based services are enablers of the customer journey experience. They bring content across the screens and a new profitable interaction device.

Next, digital marketing department is considered a separate division where engagement, relationship and sale are three key elements that contribute to a better framework. But building a digital capability is very important within the company. Here, it is important to choose the right people and bring together the skills that will deliver success. At this moment, many companies are feeling overwhelmed by the amount of information and the impact that technology plays around their customers.  Not confused entirely, most of the businesses are trying to centralize their marketing activities within the digital environment by creating new strategies and acting as trial producers for a digital framework. For example, BBC digital marketing department creates the ” digital lab” that brings most of the departments together to create an optimal solution to their business. Therefore, it is encouraged to learn how to collaborate together no matter what role you play in the company.

Finally, very important for the companies recruitment process are the skills that create an excellent team in the digital marketing department. Be technical and learn to operate on different software programs, sell ideas, listen, be open and collaborative and show curiosity to new changes in the field of marketing are essential requirements that employers are asking job seekers to consider when applying for a role in digital marketing.

Interesting talks and debates had this week to offer.  Learning from the most experienced peers is a great lesson that  brings inspiration.