It is a fact: we no longer do marketing as before, and we no longer do communication just for the sake of it, without worrying about return on investment and real contribution to booking. Advertisers who want to target and engage the audience of Marketing and Communication Departments must tailor their message to the numerous challenges of this target :
- Adaptation to new technologies: MarTech is evolving rapidly, and teams must quickly master and implement innovative tools such as AI, marketing automation, and data analysis to improve the relevance of their campaigns and increase efficiency ;
- Performance measurement: Marketing and Communication Departments are under pressure and must identify KPIs that reflect the real impact of their actions on the company’s objectives, including financial and non-financial metrics, as well as customer engagement and satisfaction indicators ;
- Omnichannel customer experience: Teams must design integrated and coherent customer journeys, based on a deep understanding of the target audience’s expectations and behaviours across different touchpoints and communication channels ;
- Alignment: Marketing and Communication Departments must foster a culture of collaboration and exchange with other departments, especially sales, to align objectives and define common strategies ;
- Attribution and budget optimization: Marketing and Communication Departments must speak the language of the CFO and implement advanced attribution methods to identify the most effective channels and tactics in order to unlock budgets and optimize resource allocation ;
- Regulations and compliance: Marketing teams must ensure compliance with regulations regarding data protection, advertising, and communication, implementing internal procedures to guarantee compliance and minimize legal and financial risks, especially in a context where the CNIL is becoming increasingly “proactive” on GDPR violations.
Address Marketing and Communication Departments with Infopro Digital
With 35 leading media brands covering 6 key sectors of the French economy, Infopro Digital supports and equips advertisers who want to address and engage the strategic target audience of Marketing and Communication Departments through powerful, data-driven advertising solutions tailored to their objectives of brand awareness, lead generation, influence, employer branding, and CSR.
