Most CMOs and their agencies are still thinking in terms of advertising campaigns instead of data-driven integrated digital marketing programs.
This story was originally published on igorbeuker.com
Remember the CMOs that only wanted to get interest in the marketplace periodically? We hear them roar on a quarterly, monthly, or sometimes weekly basis, with something they want to promote. Indeed, via ad campaigns.
The digital marketing era, however, allows CMOs to flip that model around and say: For almost anybody, there is something about ‘what we have to offer’ that should be connecting to them.
Atomic and Molecular Content Marketing
What digital offers CMOs is to have something for everybody in the target audience. How? By using the data that the CMO has about an individual in a particular moment, all can be targeted because digital tells you about the search terms that the consumer used or the page on your website where the consumer has just been browsing.
Same for the consumers’ browsing and previous buying behavior or their registered areas of interest; Actionable insights that will offer CMOs the perfect opportunities to pull them gently through their funnels, towards trial, loyalty and advocacy. All moments that can be coined by following the data.
