| |December 201619CIOReviewCXO INSIGHTSDigital Marketing changing the face of communication for brands todayBy Veer Chand Bothra, Chief Innovations Officer, netCORE Solutions Pvt. Ltdigital marketing has transformed the face of communication for brands today. Traditionally broadcast was used as medium for brands. As a result of which brands had to develop communication and content unified for the masses well in advance. Through digital marketing the brands can target micro segment and even individuals today in order to have a more personalized communication. In a digital world today, brands can now track consumer behavior through digital footprints and customize their message. Mass marketing approach which was the reality of traditional brand communication plan earlier gave way to advanced digital marketing strategy. The one to one marketing has now become reality through digital marketing that helps brand to target the micro-segments and plan content for their consumers based on their individual interest. Brands can market their products or services digitally on two mediums, one being the owned property and the second is the paid property. While it is known that paid media, that includes platforms such as Youtube and Facebook allows tracking of individual browsing behaviour such as gender, interests, etc. Consumer tracking can now be done even in owned platforms such as websites, mobile apps, email channel, SMS channel, etc. through digital marketing intelligence. This digital trail helps brand to capture a lot of data, and by analyzing the data brands are able to derive better communication strategy.DThere has been immense adaptation of advanced technology on both ends consumers and brands. Consumers now prefer to communicate even with brands through smartphones and tablets. Digital technology marketing infrastructure for the marketers has majorly risen in the last 4 to 5 years. The benefit for marketers in an advanced digital world is that they can own engagement management tool for their customers through Marketing Technology. Marketing Technology tools such as BNP, Campaign Management, Marketing Automation, etc are a few advancements in this space. Chatbots, yet another tool in digital marketing have emerged to be breakthrough technology advancement from a customer's point of view for large B2C brands. That is, customer can interact live with brands by just adding a channel of their preferred brand on their social media handles such as Whatsapp or Facebook profiles. Through chatbots consumers are able to access information on a convenient platform without Veer Chand Bothra
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