It’s a complex world out there for any digital marketing team.
Consumers are in control, or want to be in control, of their online experiences. They expect personalization — but not so much as to creep them out. You and your teammates have access to an ever-growing tank of data about consumers, their online and offline behaviors, but trying to figure which data sets matter most to your customer segmentation and targeting can seem elusive.
And the social and mobile teams in your digital marketing organization are wrestling with these challenges every day. To some degree, both areas suffer from having to establish and refine their business value in the face of rapid consumer adoption and reliance on mobile devices and social networks and social media to navigate their online and offline experiences. At the same time, the c-suite is expecting their increasing investments in social and mobile marketing — two disciplines in digital marketing our surveys indicate will see significant budget increases in 2015 — to deliver better results.
Put another way: social and mobile marketers are kind of having to build the plane as they’re flying it.
So now more than ever, its crucial social and mobile marketers to double down on their respective analytics capabilities. Truly effective mobile and social marketing is built the ability to have ready access to timely information on a campaign’s performance and adjust course, if necessary.
In this week’s collection, my colleague Julie Hopkins and I have a number of reports including market guides on social and mobile marketing analytics providers, as well as a number of excellent stories from across the digital marketing universe covering the challenges, and benefits, or aggressive use of social and mobile marketing analytics.
And if that’s not enough, on March 26th, you’ll have the opportunity to tune into one of two webinars wherein Julie and I will go into more detail on the trends in social and mobile marketing that are driving the need for analytics.
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