Digital marketing provides many opportunities for an organization to manage the customer experience across many channels. However with these opportunities come many challenges. According to marketing expert Wilson Raj of SAS, the top challenges in digital marketing are:

  1. Managing complex multi-channel customer relationships
  2. Dynamically managing customer interactions
  3. Applying analytics to the marketing process

I recently read the book The 7 Habits of Highly Effective People by Stephen R. Covey. Not only did I find the book very informative but also applicable to digital marketing. Digital marketers can apply the seven habits to their daily work to address the aforementioned challenges and making them more manageable and increase their chances of converting opportunities into successes.

Habit 1: Be Proactive
Take initiative in life by realizing that your decisions (and how they align with life’s principles) are the primary determining factor for effectiveness in your life. Take responsibility for your choices and the consequences that follow.

Social media and emails can be daunting tasks to manage on a daily basis. It’s important to anticipate your workload and prioritize activities based on what aligns with your own and your organization’s  long term success plan.

Habit 2: Begin with the End in Mind
Introspect and clarify values and life goals important to you. Envision the ideal characteristics for each of your various roles and relationships in life.

Always keep your organization’s long-term mission and short term objectives when planning your promotional campaigns.

Habit 3: Put First Things First
A manager must manage their own person. Personally. And managers should implement activities that aim to reach the second habit. Covey says that rule two is the mental creation; rule three is the physical creation.

Create a plan that make your goals manageable on a daily/weekly/monthly basis and create schedule that will help you reach your goals.

Habit 4: Think Win-Win
Genuinely strive for mutually beneficial solutions or agreements in your relationships. Value and respect people by understanding a “win” for all is ultimately a better long-term resolution than if only one person in the situation had got his way.

Marketing is not just about showcasing your products and services, it is also about conveying satisfaction for the users, and serving the whole ecosystem. Work proactively with your product team to ensure your solutions are in alignment with the market.

Habit 5: Seek First to Understand, Then to be Understood
Use empathy to be genuinely influenced by a person, which compels them to reciprocate the listening and take an open mind to being influenced by you. This creates an atmosphere of caring, and positive problem solving.

In marketing, it is critical to first research your current and prospective audience, collect a lot of data points and create your promotional strategy based on what the market really needs.

Habit 6: Synergize
Combine the strengths of people through positive teamwork, so as to achieve goals no one person could have done alone.

Digital marketing is an amalgam of many different disciplines, from data analysis to content creation to customer interaction. It is important to bring together people from different departments and build task forces to implement strategic projects.

Habit 7: Sharpen the Saw
Balance and renew your resources, energy, and health to create a sustainable, long-term, effective lifestyle. It primarily emphasizes exercise for physical renewal, prayer (meditation, yoga, etc.) and good reading for mental renewal.

Create space and silence in your busy work life by taking a few minutes off every few hours and renew your creative energies before getting back to the grind.

- Sandra Rosenfeld, Digital Marketing Coordinator, a2z, Inc.


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