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Mobility in Digital Marketing

Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach out consumers. One of the key objective is to promote brands through various forms of digital media.

Marketing is currently going through a revolution. Gone are the days when you could just have a static website, sit back, and let it do all of your marketing. Today’s online marketing is all about engaging with your customers in way that was never possible before.

Digital marketing is the process of integrating platforms and customer’s experience through a digital channel. Digital marketing offers the prospect of increasing and improving the interactions and relationships with current and prospective customers through, for instance, social networking sites, instant messaging systems and mobile applications (apps).

While they found some exceptional firms that are taking full advantage of digital tools, overall the results weren’t great. Here is what John said about the challenge facing the firms that are lagging behind:

Irrespective of industry sector and business size, digital is transforming business. Traditional businesses are being disrupted and new models are emerging. The challenge that businesses must rise to is not technical.

It’s about designing a differentiated end-to-end customer experience. It’s about integrating multiple channels of delivery, seamlessly, and accelerating the digitization of business operations.

Mobile Digital Marketing
The main advantages of Mobility in Digital Marketing over physical marketing are:
  • Mobility in Digital Marketing helps businesses to develop a wider customer base as it does not rely on physical presence or interaction.
  • Mobility in Digital Marketing encourages customers to interact directly with businesses.
  • It is not limited by conventional opening times – customers can interact at a time and place convenient for them.

Both forms of marketing are very important in the marketplace and each business has to evaluate their current and future customer base before embarking on digital marketing actions.

The challenge ahead is not a technology one but rather:

1. Designing a differentiated end-to-end customer experience, involving customers as co-creators.

2. Seamlessly integrating multiple channels of delivery with a focus on meaningful engagement.

3. Accelerating the digitization of business operations including a rethink of the supply chain.

Think, Engage, Conquer

In thinking how best to approach your business model challenge in the creative economy, there are 6 points you should consider:

1. Rethink how value is being created: take a ‘genuine outside-in’ view rather than an ‘inside-out’ view and reset your default assumptions.

2. Engage your customers in a continuous two-way dialogue. Customers are self-educating themselves faster than businesses are.

3. Transition from ‘command and control’ to ‘open- networked innovation’ through collaborative networks. Become an ‘intelligent owner’ excelling at coordination.

4. Choose less bureaucracy, more devolved leadership: the current governance models are not adapted to an interconnected ecosystem.

5. Use data to make timely decisions: you will be judged on your ability to make good decisions on imperfect data not in building the perfect infrastructure. Data is abundant.

6. Invest in your workforce capability: the human capital disconnect is a growing risk and requires a system-wide response involving Universities and VET providers.

In conclusion: Disrupt before being disrupted.


Look beyond your industry for ideas but also for who is your next emerging competitor. The assumptions you have been operating on may not hold true for long.