Digitalization has been a driving force of change across industries, and the transformation is accelerating with each passing day.

FREMONT, CA: The digital revolution is augmenting the impact of marketing and advertising investment on management. Being able to track data allows segmenting markets and developing strategies that take the customer’s life cycle into account with zeal to improve the ROI of campaigns. The real challenge is in accelerating it and bridging the gap between technology and management, which means advertisers with different skill sets will be needed. Marketing departments are yet to embrace ROI-centric marketing systems that establish a casual like between strategy and tactics based on a specific operational metric like assessing the strategy impact on the value generated for the company.

Marketing managers are under immense pressure to measure the actual value-added of the amounts allotted to their budgets. From the time of crisis, resource optimization has been crucial and more CEOs are actively interested in ways these advertising funds are utilized and distributed. The marketing departments are rapidly improving the performance indicators to secure objective guidelines for enhancing the impact of marketing and advertising spending in their management systems.

Digital marketing allows in quantitatively isolating each step that is taken to secure a customer and to track the profitability, the two vital components of ROI. To begin with, it is necessary to generate traffic and determine the cost of each visit. The digital world also showcases the amount of traffic converted to leads, as well as where the visitors who are getting lost along the way are coming from. Consequently, a campaign’s profitability can be calculated with near-perfect precision and in real-time by analyzing all types of visits, information, contacts, or sales. Therefore, developing a forecasting model, refining investments and targeting them to produce higher-quality traffic, and dedicate precise resources to converting leads into sales by segmented offers, cross-selling, or brand reinforcement becomes possible.

The real intention is to focus on profitability, not just income while considering the associated costs. This helps massively from a transactional perspective, how much income customers generate, and how they track their relationships over time to determine whether it is profitable to pursue their potential future business.

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