| | 19 FEBRUARY 202319 July 2020CIO AdvisorBy Peeruntorn Vannaprasert, Head of Digital Sales and Marketing, Senior Vice President, Citibank ThailandUnlock the Mystery of Marketing How do you measure the impact of marketing communication to the business results? How do you know which media drive sales volume? Or how do you know that having a brand ambassador is better than not having one? If you work in the marketing domain, you may have experienced these questions from your boss, top management or your counterparts in other departments before. These are samples of classic questions asked to all marketers. Most of the time, we do not have the right answers to these questions. However, thanks to the digital marketing and technology, marketers are now able to answer the above questions.AdTech and MarTech help marketers improve the way we communicate to target audiences by understanding their behaviors and interests, to attract them and finally convince them to buy our products or services. While traditional media such as TVC, billboards, radio, out-of-home may help a brand gain awareness among mass target audiences, but it’s challenging to measure which media is the most effective in bringing in expected sales or business results. On the contrary, digital media allows us to measure every single step of a customer’s journey from views to clicks, clicks to leads drop, and to get through the final conversion. We can choose which group of customers we would like them to see our communication by using their demographic, interests, mobile devices, or usage, as well as other social media data that are available. Under the targeted digital media strategy, we tend to use less marketing budget to gain the same results compared to the high budget required for mass media. However, marketers can make good use of these data as CXO INSIGHTS
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