Six tips for marketing in the digital age

DIGITAL AGE In the digitalization era, companies must align their marketing with the new requirements of their customers. The software solutions company Pegasystems has drawn up six basic building blocks for a marketing strategy in the digital era. Digitalization brings companies and their customers much closer together through comprehensive networking than was previously possible, for example by evaluating data on the actions of customers and interested parties. For marketing, this presents an opportunity to redefine customer relationships and ensure a significantly better customer experience. Pegasystems has compiled six key aspects that marketing should consider in the digital era:1. analysis of the transaction dataThe transaction data available in the company is the most important data source for marketing. It contains extensive information about customer behavior: however, very few companies today are in a position to systematically evaluate this data and incorporate it into marketing.2. analysis of the customer historyData on existing customer relationships provides a realistic customer profile and forms the basis for decision-making. For future actions, customers expect companies to know exactly what they have done in the past; they do not want to start from scratch with every interaction, regardless of which channel they use to communicate.3. end-to-end personalizationIn the digital era, customers expect companies to cater to their preferences and not fob them off with standard offers or responses. Cross-channel personalization requires a high degree of data and process integration.4. integration of all channels with marketingThe be-all and end-all of customer relationships in the digital age is the consistent integration of all channels; customers are no longer tied to specific channels, so marketing can only address them with cross-channel campaigns.5. new "social listening"Social listening, i.e. listening in on social networks, is usually backward-looking for companies. If you hear about major problems, you react. But by then it is usually too late. A marketing platform should constantly analyze consumer feedback, sentiment and keywords in order to recognize trends and identify problems as they arise.6. next best actionThe available data can be used to derive models that support customer service employees with specific, personalized instructions. So far, however, only a few companies have been able to use these possibilities in productive operations.