Shonodeep Modak, Chief Marketing Officer for Industrial Solutions at GE Energy Connections, provided tips to help marketing professionals enhance their digital marketing campaigns during his keynote presentation to Argyle's CMO membership at the 2017 Chief Marketing Officer Leadership Forum in Atlanta on December 13. In his presentation, "You've Gone Digital, So What Next? 10 Ways to Elevate Your Marketing," Modak offered insights to help marketing professionals transform ordinary digital marketing campaigns into exceptional ones.
According to Modak, digital transformation is a top priority for many businesses. Yet few companies understand exactly what it means to use digital tools to simplify and enhance digital marketing campaigns.
Ultimately, digital transformation drives automation for today's marketing professionals. New marketing technologies are available that make it easier than ever before for marketing professionals to streamline day-to-day tasks. However, marketing professionals who deploy these technologies still must understand how to keep their everyday efforts on track.
"Everything runs automatically," Modak said. "Everything is just move along with its own processors and own brains … and we still have to know how to drive the (marketing) car if things don't work, and we need to know how to put the car on the right course."
Marketing professionals must stay focused on a business' mission. That way, marketing professionals can develop digital marketing campaigns designed to help a company accomplish its immediate and long-term goals.
"You need to look at what are most important to [customers], group those together … and position your product accordingly."
Furthermore, marketing professionals must understand the current state of a business. No two companies are exactly alike, and a small business is unlikely to take the same approach to digital marketing campaigns as a major corporation. Thus, companies must remain flexible and explore all opportunities to build digital marketing campaigns that ensure the right messages are delivered to the right audiences at all times.
"You need to go back and look at what your mission really is," Modak noted. "You need to look at your state … and think about whether you've really transformed your team."
Differentiation can play a key role in how a company fosters trust with its target audience too.
A company that emphasizes digital marketing campaigns that fail to stand out from the competition is unlikely to make a long-lasting impression on consumers. Comparatively, digital tools now empower marketing professionals to help a company differentiate itself from rivals like never before.
"You have to really differentiate to grow your position … but you need to be able to do it through your customers and how they see your product," Modak pointed out.
To develop an effective approach to digital transformation, marketing professionals first should look internally. These professionals should evaluate a broad assortment of data to examine the effectiveness of their current digital marketing efforts. Then, marketing professionals can adjust their everyday work activities as needed.
"You should also take inventory … and make tweaks organizationally," Modak said. "Take a look at all of the work activities of your team … and you may find a lot of different hot spots or cool spots based on where things are working well or not working well."
Marketing professionals also should review customer feedback:
Customers can provide valuable insights into the overall effectiveness of a company's digital marketing campaigns, and marketing professionals can use these insights to determine the best ways to engage consumers.
"You need to take a step back and listen to what your customers are saying," Modak indicated. "You need to figure out what your favorability is versus your competition so that you can prioritize from there."
If marketing professionals analyze customer data, they may be better equipped than ever before to identify consumer behaviors and trends. As a result, marketing professionals can use this information to develop future digital marketing campaigns that will hit the mark with a company's target audience.
"You need to look at what [customers] are interested in next," Modak stated. "You need to look at what are most important to [customers], group those together … and position your product accordingly."
The content that marketing professionals create can have far-flung effects on a business' ability to engage with its target audience as well.
"You have to really differentiate to grow your position … but you need to be able to do it through your customers and how they see your product."
Marketing professionals should examine industry keywords and themes and track them over an extended period of time. Marketers who understand keywords and themes can better craft digital marketing campaigns. As such, marketing professionals can develop engaging content that delivers value to customers and helps a company further distinguish itself from the competition.
"You need to look for those keywords and themes that your customers are talking about," Modak noted. "That way, when you're developing your content, you can slide in [these keywords and themes] … to connect with your customers."
It's tough to be daring in 100-plus year-old industrial B2B and B2C businesses. But by fusing smart analytics with demand creation, Shonodeep drives breakthrough results that enabled these companies to grow market position.
From developing and marketing the world's first fuel economy improving motor oil brand to doubling GE's gas compression segment share, Shonodeep is a catalyst for growth. He brings over 15 years of commercial experience across energy, oil & gas, retail, aftermarket services and electrical distribution. Creative and data-driven, he has architected and led nimble, global teams that have propelled portfolio expansion and driven demand creation.
Shonodeep is currently Chief Marketing Officer for GE's Industrial Solutions business and resides in Atlanta, Georgia with his wife, Gayatree, and Kartik (6) and Kaira (3). They enjoy visiting new countries and eating as much as possible.