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Businesses must adapt to the marketing disruption to avoid being left behind

James Henderson (Computerworld New Zealand) | Sept. 8, 2015
“Disruption is a term which is being increasingly used. It captures the massive changes impacting businesses."

In addition, traditional performance metrics are no longer adequate in the disruptive paradigm and new KPIs must be developed to motivate and retain these new talents.

5) Making decisions with the data to justify it

Businesses should break down information silos to get past the disruption caused by the increased complexity of marketing - this will let them access the right data with the appropriate latency to make the best decisions.

"Adopt an integrated marketing approach," Bowker adds. "Companies need to implement processes to knock down the old silos and prevent new ones, such as social media, content marketing and digital marketing, from cropping up.

"Essentially, the marketers with the best information and insights will win the race to customers' minds and wallets."

Source: ARN Australia


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