This topic aired on SAP Radio’s Coffee Break with Game Changers August 25, 2012. This date is not significant for any particular reason except to underscore that we are now in the 21st century. Marketing as we have known it for the last few decades is experiencing a rebirth and we are already in the third trimester. SAP Radio producer/host Bonnie D. Graham got the scoop from three experts to learn more.
It’s no longer about pushing products in a simple one-way conversation. “Companies need to start incorporating contextualized content into the e-commerce experience to leverage the Internet as a dynamic and profitable sales, marketing and service channel”, stated Glenn Conradt, VP of Global Marketing at CoreMedia.
And to whom should companies be targeting these contextualized e-commerce experiences? Scott Liewehr, President and Principal Analyst at the Digital Clarity Group (DCG) says, “The future of digital marketing focuses as much on marketing to pre-existing customers as it does on marketing to prospects.” Customer loyalty is a huge factor for companies who hope to grow, according to Liewehr.
SAP’s Jamie Anderson, Global Marketing Director, CRM Web Channel & eCommerce Solutions, shared a timely point of view he read on the eConsultancy blog, “eCommerce is dead! Long live distributed commerce.” This sounds dramatic, but the reality is customer experiences span multiple channels and companies must be consistent across all points of interaction.
Clearly, there’s great anticipation for the birth of Digital Marketing and the due date is now!
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