3 key elements of Marketing Digitalisation

How to achieve marketing digitalisation? The question is never on what the direction is but how to implement it. Three key elements are required: global informatization, execution automation and decision-making with AI.

It is essential to aggregate customer-related data from different touchpoints, connect them with internal business data, and make the process online. All data need to be well-kept for analysis. With all the data, it is possible to do data mining and set up marketing activities automatically according to customers’ characteristics. The benefit of automation is that it’s feasible to set up countless ways to test which way is better to communicate with consumers, e.g. provide more product information, issue coupons, or guide consumers to the store, etc. Model algorithms and machine learning then can tell what the better action is to communicate with various customer types base on consumer behavior and thus optimize the customer experience.