Modern Marketing: The New Digital Dialogue

Modern Marketing implies marketing Machines.

Business is social. Business is marketing. Marketing is social. In 2014 our programmatic speech at the consumer averaged 4000 messages per day, a great bulk of it digital. Few listen. Many tune out. Most stare. We have a long way to go in building marketing machines. How might digital technology help build machines in society?

The marketing clouds of 2014 are either mass advertising machine tools or mass advertising machines. Leading marketers are focused on getting actionable insights from the marketing clouds and the data oceans. Separately we have moonshots for the marketing machine tools by the likes of Google and Apple.

The art of the digital is to capture the intricate social as a series of dialogues. However, state of the art in 2014 is a series of monologues, the simplistic approaches of a command economy. Over time the marketing monologues improve with tools such as ID graphs and other identity collators. Nonetheless, with every passing reinforcement of the command economy, the digital contract for society takes a step back. When a consumer feeds us personal data, from the house thermostat, the driverless transports, the eyeglasses, the skin sensors, and other electronic interfaces FROM his life, the digital contract is to employ that data in the service of locale social, locale marketing, locale dialogues. To be sure, Data is a neural net! A marketing logic that prefers siloed enrichment to simplification of the consumer’s data breeds monocultures and diminishing returns.

The premise of the digital society is you reap as much Data as you sow. For an enterprise, this translates to ever finer descriptors of its offering in the market. Modern marketing in a globalized digitalized economy is less about privacy than about social literacy. It calls for more social science in marketing than ever before.

About CRMIT Solutions:

CRMIT Solutions is a leader in transforming businesses with cloud-based Customer Experience (CX) solutions on sales, service, marketing & social cloud.

CRMIT Solutions also extends Marketing Cloud Automation solutions with Oracle Eloqua. “Marketing automation has been a critical component for our customers, and Oracle Eloqua is an ideal fit for modern marketers to power revenue performance,” said Vinod Reddy, Founder & CEO, CRMIT Solutions. “They can transform the way you market in the digital age while delivering an integrated and highly personalized customer experience,” added Vinod.

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