?Retail and Consumer Packaged Goods (RCPG) companies today have to deal with a changing business environment, with new customers in several emerging markets, and a mass migration of customers to the emerging marketing channels like mobile, social and web. To reach this new generation of consumers, marketers must create personal, interactive and social marketing experiences - and must do so with consistency across all channels, tightly coupling and coordinating multi-channel marketing campaigns. Additionally, the organization's offline presence should reinforce the online presence and vice-versa.
Currently, RCPG enterprises have to invest in several separate technologies to address market planning, campaign management, ecommerce, mobile commerce, CRM and analytics across marketing operations. The need of the hour is a comprehensive technology solution that supports the organization, right from the stage of strategic marketing planning and conceiving marketing campaigns to managing digital commerce and customer relationships. The comprehensive digital marketing platform should scale up for the complexity of global RCPG operations.
A comprehensive digital marketing platform should have:
- Centralized digital assets management and workflow support, to help reduce costs by eliminating the need to re-create digital assets. In addition, work flows facilitate the collaboration with partners like creative agencies and media, as well as with other stakeholders
- Single-click multi-channel publishing, to help accelerate time-to-market of marketing campaigns that support global product rollouts. This also helps increase multi-channel consistency of brand experience
- Integrated digital commerce and digital marketing, to enable analysis of RoI on marketing spends, increasing effectiveness of campaigns and increasing overall sales. This also helps reduce the risk of advertising overspend
- Integrated social reputation management, to manage fast changing brand/company perceptions, engaging communities, and promoting contagious ideas that lead to co-creation of products
- Robust analytics and intelligence, for gaining consumer insights and preferences through an integrated view of web, mobile and social analytics
RCPG enterprises should deploy a comprehensive digital marketing platform with an aim of improving consumer reach and achieving greater market leadership. The platform should not only support the enterprise's current marketing programs, but should also address the future roadmap for sustained long term success.
For more details on the benefits of a comprehensive digital marketing platform, read this paper 'Retail and Consumer Packaged Goods Enterprises will win with a comprehensive digital marketing platform.'
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