Navigating new digital solutions can be mind-boggling for marketers so how can you start to make sense of it all? “The first distinction to make is that they are not all solutions, they are really just tools” said Dhiren Amin, general marketing manager for Heinz ABC Indonesia. He said: The bigger problem with digital now is not the lack of tools but the rapid rate at which new tools are being introduced. You have to determine much faster ‘which will work best for us’? and ‘where should I invest?’” Amin said regardless of industry while digital marketing is measurable it still doesn’t correlate to actual business outcomes. At the end of the day you’re measuring impressions, views and clicks but these factors can’t be linked to profit.” However, it does allow for better monitoring of impressions versus views and views versus engagement but these remain only input metrics, he underlined. While every marketer knows the inherit value digital brings today, in reality, in the present, it can be tough to make the case. The challenge is how do you enter a two-person conversation without being seen as an intruder? Brands have not made it into this space yet in a way consumers are willing to expect or trust. Catch Amin at Digital Marketing Indonesia on 24-25 November where he will share more understanding the changes in digital tools and how these should impact brands’ strategies.
Navigating new digital solutions can be mind-boggling for marketers so how can you start to make sense of it all?
“The first distinction to make is that they are not all solutions, they are really just tools” said Dhiren Amin, general marketing manager for Heinz ABC Indonesia. Marketing spoke with Amin about bringing digital strategies back to basics and cutting through the clutter.
According to Amin, a lot of the confusion marketers face first stems from the way digital is framed, the jargon attached to the technologies and in particular the habit of labelling them “solutions.”
“The minute you start calling them solutions then it seems like everything on digital will give you a solution, which is simply not true,” he argued.
[More from Amin and other senior digital marketers at Digital Marketing Indonesia 2016 on 24-25 November involving two days of insightful presentations, case studies and discussions with over 300 marketers on the future of digital in Indonesia and the region.]
Amin said the best way to start is to take time to see past the glittering promises and “evaluate each tool for what it really is.”
But this evaluation process has become more pressured. He said:
The bigger problem with digital now is not the lack of tools but the rapid rate at which new tools are being introduced.
“Dealing with the pace of change and the explosion in the number of tools is the real challenge. You have to determine much faster ‘which will work best for us’? and ‘where should I invest?’”
Amin said regardless of industry while digital marketing is measurable it still doesn’t correlate to…
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