“Everything is becoming much more complicated, and my biggest challenge is trying to work out how I can use all these channels available to me as an integrated, outbound program to generate business. I'm increasingly using social networking. I use direct marketing. I read all the textbooks, hear all the theory and understand how in theory you're supposed to combine all this together. But my biggest challenge remains gaining the maximum ROI from all this to feed the pipeline.”
“Complexity is our biggest issue. One thing we're trying to do at Siemens is start an extensive education process, getting people up to speed on what they can do and how to go about it, especially in social media marketing. We're in different industries, and we're working with our companies to create blogs addressing industry challenges. But the biggest thing for us right now is managing all that complexity, getting people trained and giving them the tools.”
“Digital marketing is great, with so many channels available to us as marketers. But nothing takes the place of high-touch marketing. The challenge is using digital to augment this, to maximize your efficiencies and customer relationships. For example, people more and more rely on mobile devices and are accustomed to highly visual information. Also, they're getting more into two-way interactions. So I think it's important to think about how to optimize our content for the ways our customers want to receive it.”