The main reason is the growth of social commerce, as the estimated use of social networks to promote and sell services and products increased by 44.1% in 2020 and is expected to increase by 35.5% in 2021. This reinforces the change in the relationship between companies' Chief Marketing Officers (CMOs) and digital marketing, in an issue that goes far beyond budget.
The volatility of consumer behavior
Here at MATH Marketing, the perspective of this scenario is already somewhat familiar in at least two of its dimensions. The first is the challenge for CMOs in adapting to volatile consumer behavior, which has once again changed due to the pandemic. Consumers’ relationship with their money has changed, and this has also changed their relationship with brands and consumption, especially in the digital sphere. Even segments that were resistant to online commerce have shown themselves to be more receptive to the format. But this is not only reflected in online sales, since we have identified new behaviors and new consumer journeys that have been built in pre-sales, sales, and post-sales.
The entire spectrum of customer relationships has been abruptly altered and CMOs have had to reevaluate all marketing investments because, while offline marketing was previously the preferred allocation of resources, online marketing has ended up gaining much more space. This forms the second dimension of the prism.
Digital maturity is needed for results to appear faster
When investing more in digital marketing, CMOs come up against some barriers, the first of russia whatsapp number which is the lack of immediate results. For example, a marketing manager purchases a market-leading marketing automation tool with a large volume of email and SMS messages and believes that now his email relationship flows will sell like never before, but things don't work out that way, since his entire strategy remains the same. Our Head of Consulting, Partner, Bruno Dihl Prolo, explains it better.
“Marketing process automation is increasingly being given new names, more robust and encompassing greater personalization, scale and multichannel capabilities, such as marketing hub, marketing cloud and many others. This attracts a lot of investment for the tool owners, but beyond technical support, they do not design any strategy for you to use in your business, and this is logical, of course. But many CMOs are caught off guard and discover that they cannot answer some essential questions even with the most powerful tool on the market in their inventory. 'Do my campaigns generate engagement? How can I automate the processes in my area?' are some of the questions we have heard from clients. It is very different from an environment where there is already greater maturity and preparation for digital marketing, where we hear questions such as: 'Which channel converts more? Which channel is more effective and brings me a better ROI ? What, when and where should I make my conversion?'. This shows how much you must be prepared to invest in online.”
MATH Marketing has helped many clients to “pilot” the best way to get the most out of their Marketing Automation tools, both at the strategic and technical levels. This barrier is increasingly mitigated by the widespread adoption of online marketing fronts, but this relationship, as Proxxima rightly put it, is still in an “under construction” status.