Len Devanna offers over 24 years of digital innovation experience at Fortune 500 brands. He helps companies with all aspects of their digital ecosystem, including online strategy, engagement marketing, and social brand management.
The opinions expressed here are my personal opinions. Content published here is not read or approved in advance by my employer and does not necessarily reflect the views and opinions of anyone other than myself.
The buying behavior of the digital consumer is evolving at a frenzied pace. Our digitally-enabled world has given us unlimited access to product research, while Social Media has put peer sentiment a mere click away. Now consider the pace in which major corporations change. Keeping pace with these rapidly evolving trends is challenging at best.
With budgets remaining largely flat, Marketers find themselves spreading finite resources across an increasing number of engagement tactics. Dollars once spent on traditional channels such as print and television advertising have been stretched across digital – and now Social. In a recent survey of North American Marketers, 50% of the respondents suggested they're using 23 different tactics to engage their audience.