If your company doesn't have a Digital Hub yet, you should expect the questions "Why?", "And when is it here?", "How much does it cost?
Whoa, whoa. And still, when we were doing a Christmas discount campaign, the agency launched such a Landscaping with registration for me - even today it works...
Then why do I need a hub, or actually what is it? Great question!
It's the central nervous system behind all the company's marketing activities.
But that's not the end of Digital Hub's role!
A true Digital Hub should allow for free communication and be integrated with other processes and systems in the organization (and even beyond). It combines marketing, sales, through the analytical unit, controlling, up to and including the HR department - especially if this department is also responsible for communication within the company, e.g. the intranet.
Even medium-sized companies can use advanced single data repositories, even in the form of cloud applications. Instead of using many separate solutions that help to talk to customers, potential buyers, partners - and even employees.
We have already reached the point where a digital marketing platform is an essential element of the infrastructure. They function as a brain, analyzing information and communicating with customers in online and offline channels, as well as all points of contact with customers.
Without integration in the Digital Hub, your marketing is a chaotic collection of separate actions.
You need to know when someone is visiting your company's website again or when a potential customer has opened an email (or, worse still, hasn't even looked at it!). These simple indicators are the basis for informed marketing decisions and evidence of your customers' actions. However, you cannot understand different data streams if you use multiple separate tools, separate databases that do not communicate.
Therefore, the Digital Hub must be part of the digital ecosystem. This technology enables you to integrate with other applications. It must allow communication in any of the channels where your customers may appear.
The content you collect and publish in the Digital Hub should focus not on your business, but on your customers. Please answer these questions:
- What are the needs and problems of your customers?
- What content, form and channels can they look for to solve these problems?
- Do you have any knowledge of the issues they are interested in at your company?
- If not, where and how can you get it?
- How to translate the knowledge and experience you have or have gained into value for your customers, i.e. the answer to their problems and challenges?
- How to effectively target potential clients with knowledge, i.e. which channels and tools will be the most effective?
- How to make customers return for more portions?
Do you spend a lot on SEO or AdWords?
Why? Because others are doing it, have you got a favorable annual package or can't you get rid of your old habits? Or maybe you think that this way you can reach the people you should reach?
When you lead at Digital Hub, you can quickly and easily see what happens to your digital marketing expenses, and what works and what doesn't. So you can use digital tools to find out what your customers care about: what they need and what they care about. It doesn't matter if it's from emails, websites or social media ads. At this point, you can focus on direct interaction with a single audience or a narrow group with identical needs. So stop wasting your budget!
Time is upon you and competition is not asleep
If there is no shortage of competitors on the market who fight for time and attention of customers, it will not take the CEOs and heads of marketing much time before they realize that they are lagging behind. Digital hubs will become standard marketing infrastructures for companies that want to compete in the digital engagement age.
If you're still not convinced it makes sense for your business, consider this:
for every president or chief marketing officer who does not yet have a digital hub to support customer engagement, there is at least one competitor who... already does it :)