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Serious Go Digital
Serious Go Digital - Among the echoes of marketers to promote digital marketing in their company,
exactly how far the company has go digital, and what challenges are facing?
In many countries, the media and digital channels are growing, coupled with the increasingly mature
digital andmobile infrastructure.Nowondermore andmore companiesbegantotesttheirabilityinthe
digital realmforall marketingand sales activities. In addition to the relatively lower cost or operation,
they certainly expect to get maximum results.
According to Smart Insights, in 2016 ago the retail industry has poured US $ 15 billion for promotional
purposes and digital advertising. The retail industry, in particular, spends more on digital advertising
than anyother industry, even beyond automotive, travel, financial services, pharmaceuticals, and the
media.
Thisfigure exceedsthe budgetin2015 whichisonlyaboutUS $ 13 billion.Thistrendis even considered
justthe beginning.Forecastfor3 or 4 yearsintothe future,the budgetspent could reach US $ 23 billion
in about 2020.
In addition, corporate investment in social media has also steadily increased in recent years. The
increase isevenforecasttoincrease 2-foldfromabout10% to 20% by 2020. B2C businessesandservices
can be the creators of the rising trend of corporate investment for the use of social media.
Nevertheless, it always arises the question, does this social media investment really bring tangible
results?The answeris "yes". although the results are still small (not considered significant). There are
still veryfewchief marketingofficers(CMOs) whoclaimsocial mediaisable tocontribute significantlyto
the company's marketing performance.
Despite many assumptions that the results generated by social media investment have not been
significant, the company continues to try to do so under trend conditions that tend to increase. This is
because of course digital trendswill leadtomobile foryearstocome.Now consumersspend more time
on mobile about half the time they spend on computers.

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The CMOs inthe United States recognize that they are very concerned to invest in mobile technology.
The numberjumpedfrom6% to 14.6% in justthe last 3 years alone.The phenomenonisquite plausible,
considering that most of the time the consumer is spent in the mobile realm.
With the increase of budget prepared for marketing activities in each company, it is natural that all
companies also expect an increase in the skill level of marketers involved in managing and using the
budget.
But in fact, data from the CMO Survey show there has been no significant improvement or there has
been a big trend of increasing skill in digital marketing from marketers. Even the competence of the
marketer's resources still looks stagnant.
One of the biggestchallengestogettingthe resourcesof qualified marketing personnel is the ability to
processdata inbig data.Evento get a marketerwhounderstands marketing research was deemed still
difficult.
Go Digital isgettingahead,marketersare demandedmore care about data. This is because the method
of segmentation,targeting, and positioning that we know first must be supported by the ability to get
massive data, processing and managing massive data, and then draw conclusions that can be used to
bring profit and ROI company.
Methodsof data retrieval have alsobeenincreasinglypointingtoonline,digital,andmobile.Allmethods
of data processing is increasingly changing due to the condition of the data is getting bigger and
unstructured. The increasingly dynamic market conditions require the ability to process data that
increasingly complex as well.
Go Digital althoughthere isnoreal evidence related to the increasing competence of marketers in the
digital sphere,the potential in digital go digital marketing still looks fertile. A survey of 200 marketing
executives in the retail industry who have the authority to set and allocate marketing budgets shows
that digital channels are considered to generate greater ROI than offline channels.
This is just one of the challenges facing companies in the digital and mobile era. There are still many
companies that find it difficult to attract traffic to their sites, the difficulty of proving that their digital
marketing investments can actually bring in ROI, train appropriate resources, manage site security
properly,to set aside an appropriate budget for the company's digital marketing activities . So, is your
company really ready to go digital?
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