Name: Mastering the Challenges of Digital Marketing in SAP Marketing Cloud
Uploaded: 2018-11-8
Duration: 412 s
Description: This video will introduce you to some recommended tactics to address key challenges of digital marketing and unveil the most important dimensions that determine the success or failure of your digital marketing journey.

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<div><div>This video will introduce you to some recommended tactics to address key challenges of digital marketing and unveil the most important dimensions that determine the success or failure of your digital marketing journey.</div><div><br></div></div>

Mastering the Challenges of Digital Marketing in SAP Marketing Cloud

Hi, and welcome to the recommended practice channel of the SAP Services Marketing Practice. Our topic today is how to mass of the challenges of digital marketing. A lot of organizations struggle with the time to value visualization and adoption of digital marketing. Technology companies often claim to solve existing challenges simply by applying sophisticated functions and features. However, a pure technological approach does not utilize the full potential of digital marketing in order to deliver faster and better results during your digital marketing journey. It helps to focus on business scenarios, marketing objectives, and the people in your organization. The technology itself helps to secure the success as an important enabler. We want to introduce you to some recommended tactics to address key challenges of digital marketing. This video is the starting point of a series describing those challenges and tactics. My name is Anton Peters and I'm with the SAP services marketing practice. My personal passion and professional expertise is a combination of marketing, technology, and business consulting. So let us jump right into the challenge with digital marketing. No doubt digital marketing is full of challenges which marketers face like attribution across digital and classical channels. Single view of customer legal compliance, staying out of the creepy zone, consistent journeys, and many, many more. All challenges have in common that they change in relevance and on a regular basis, completely new ones evolve on top of it often enough. The biggest challenge of all is the marketing organization. Instead of solving the problems, it is often actually part of the problem. Adopting digital marketing could be compared to raising a pet. You need to constantly feed it, and the variety of big and small challenges sometimes seems endless. Like a pet. One could say that marketing is a living creature as well. You should not expect it to run right after it is born. Just because it has legs like a grown up, it needs to grow and learn first. Same applies to digital marketing. You need to treat it according to its life cycle and in return it will give you the most back. Therefore, the belief and the value of running with a crawl, walk and run approach for digital marketing, does that actually mean that you need to apply a particular project, methodology or adoption methodology? Well, not at all. The approach only describes the main principles of how to feed and grow your digital marketing, technology and organization. The underlying principles of this approach are based on an agile mindset, progressive value realization, quick time to value pragmatism, teamwork beyond reporting lines, always challenging the status quo, and so on before doing a deep dive on each phase. In particular, we need to understand the key dimensions which actually influence any success and failure. Each phase of your digital marketing journey is influenced by at least six dimensions of success and failure. They will drive business value and return of investment, but at the same time they are the source of risk, complexity and duration of activities. The six dimensions are cross dependent and as such should be considered as a whole and never separately. So let us jump into the first one. The business scenarios. They are describing a process either from a customer or technology perspective. For you as a marketer, the simplest way to look at them is to imagine campaign briefings. The business scenario should be the starting point of every value driven discussion. Ideally, all technology and organization related activities are mapped back again to scenario well and to prevent limitations by design, business scenarios should be defined without paying any attention to the actual channels, data sources, and features. This will help you to design scenarios that are best for your customers. Obviously, this might create challenges for your technology teams, but to have the right objectives and targets in mind, you will be able to justify potential investments. The communication channels describe your mediums to get in touch with your customer. Ideally them back to the business scenarios to make sure you have the ones covered that work best for you. The best working ones depend on your audience and the objectives you set for your brands and campaigns. You will only need to make multiple considerations for the best channel mix, for example pull versus push, direct versus broadcast messaging, classical versus digital, direct versus indirect, rich versus plain, and so on. The data sources basically describe the inbound side of your marketing tactics. They should be well selected to make sure that you can target the audience as it is described in the business scenarios. Next, pure data availability considerations. You will also need to look into data quality and completeness, ownership, legal compliance, and so on. The features describe the set of functionalities that are needed to execute the business scenarios in combination with the channels and data sources. They are your technological support to run your business regardless of the richness of your technology stack. You should consider that less is more. Try to give the end user what they need and not everything that is technically available. The channels, data sources as well as features should be all derived from business scenarios. If you do so, you can be sure to be technically on the right path. The organization is all about people and how to move them towards digital marketing. The available technology itself will not make you successful, but only team of people with the right structure, mandate, authority, skills, experience and mindset will do often. This is the piece that is highly understood. Majors and projects. Even though, or may be because it is the hardest to master. One tactic to face the challenges of your organization is to work with the business scenario first. Approach the geographical span as a heavy impact on all other dimensions. For example, communication channel popularity, legal regulations, personal relationships between your marketers, cultural of your customers and marketers, contact preferences, time zone support, conflicts, and many more. So what can we conclude up to now? In this video, you have been introduced to the fundamental challenges of digital marketing and how to encounter them with a crawl walk around approach. By now, you should have an idea on what you should consider if you want to start on proof digital marketing in your organization, but this is just a starting point, so stay tuned for a series of videos. Each of them will help you to dive deeper on distinct phases of your journey, as well as the dimensions that drive success and failure. Thank you for watching your SAP services marketing practice team.