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IDC MARKET SPOTLIGHT: Data - Driven Marketing as Source of Competitive Advantage in the Era of Digital Transformation

Organizations in South East Europe (SEE) are entering an era of digital transformation characterized by unprecedented changes in traditional business models facilitated by IT-enabled innovations.

The role of marketing needs to be redefined. In the digital transformation era, the use of technologies goes far beyond marketing process automation. The information-driven age requires marketing to be reinvented around customer data. Market share, revenue, and margin growth depend on reaching the best customers faster and cheaper than the competition. This means identifying potential customers very early in the buying process, delivering the most compelling content to the right people at the right time, and doing so flawlessly and instantaneously. Success will require staying many weeks or months ahead of key competitors in terms of identifying and developing key customer relationships.

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