Customization for individual needs is proving to be the accepted mantra in digital marketing campaigns. However, its scope for optimizing conversions has not yet been proven. However before making the leap to customized content, firms must undergo normal A/B testing. Testing tools must also be purchased but not before a proper plan is in plan to implement that one. Experiments must be conducted within a cycle and not on continuous ad-hoc spree. Various business units within the firm must coordinate their testing efforts. A thorough business analysis must be conducted using data before stepping on the accelerator for personalized content.

Global Tourism Economy Forum (GTEF) is an annual meet held in Macau bringing together stakeholders in the tourism industry for discussions and partnership agreements. It was first held in 2012 and its location clearly signifies the hold that China has in the industry. Numerous tourism jobs have been created in mainland China as a result of this. Pacific Alliance countries such as Chile, Colombia, Mexico and Peru will feature prominently in this year’s show. Chinese provinces which will feature heavily are Zhejiang and Fujian plus the city of Tianjin.

Like the 4 Ps of conventional marketing, digital marketing has its own set of 5 Cs. Those five are consumer, context, content, commerce and convergence. Consumer is now much better connected and informed. The context enables personalization. Content can be disseminated using buyer personas which may be gauged using data. Commerce involves the purchasing process and channels which must be most easy to access for buyers. The last one convergence is further sub divided into technology, skills, data and organizational convergence.

Servicing of customers has undergone massive change in the digital age. A management consulting publication has provided us with some ways of servicing which must be followed. The final service must be provided using all available channels with consistent content. The sales force which interacts and finalizes deals must be empowered to greater extent of decision making while at the same time gauging the feedback they bring. Also customer servicing must be part of a proactive methodology emanating from corporate strategy and not reactive based on sudden market movements. The final service delivered can have various approaches and there is no one correct path

As per management consulting giant PwC, the one quality that top business leaders must possess is – curiosity. In fact, it is an idea corroborated by discussion with the likes of Netflix’s Reed Hastings, Jack Dorsey from Square and team Airbnb. Business leaders constantly need to question establish norms. Business innovationcomes from inquisitiveness about how certain processes or services may be improved. In fact most of such leaders are known to be confident yet humble as they are forever exploring newer possibilities.

The best of business leaders possess not just the official authority conferred on them by the organization but also power which comes from within. Authority provides them with tangible benefits such as higher salaries, reserved car parking or keys to the executive washroom, yet it is something else that inspires their team members to follow them loyally. Power derives from the experience of having achieved something or knowledge derived. Subordinates will show passion for leaders who exhibit a convergence of authority as well as power.  

Some social media experts have provided management consulting on the merits of real time marketing. Joe Pulizzi, the founder of Content Marketing Institute feels that it is essential for marketers to start with a certain strategy and not jump ad-hoc. Katy Powell, the CEO of Immediate Future feels that every organization needs to be part of the journey before casting the net wide on real time marketing. Lauren Duggan of Insightful Agency concurs. Author Michael Brenner feels the need for marketers to be relevant. Erik Qualman of Social-nomics and Jason Falls of Elasticity agree with this view. Thought leader Jeff Bullas feels that marketers must embrace big data in a greater way. Author Adam Metz also feels that big data is part of the way forward.