With the staggering amount of internet data currently being generated, it’s no surprise that marketing tools and channels are such a critical part of our marketing lives. The sheer volume of data available to us means that marketing a product or service often requires innovative thinking: using cutting edge tools like social media, building interactive websites with mobile-friendly design, or coming up with new strategies for e-commerce.

A study by Hubspot found that companies typically use around 12 different tools at any given moment to collect and collate data from the various digital channels that they may be employing. But the collection and analytics processes can be both time consuming and confusing, and it comes as no surprise that over 60% of marketers want better integration between processes for sharing information between these tools.

Due to the influx of information now being taken in, it is becoming tougher than ever for marketing teams to recognise valuable insights from data. The number of data points available to companies has grown exponentially and marketers need an intelligent nerve centre that allows them to track digital moments and integrate with platforms such as Instagram and Facebook where their customers are spending more time than ever before.

It’s within this tech landscape that many marketers are recognising the importance of a digital command centre to allow their teams to identify and understand KPI’s that can help them determine the impact of certain ad campaigns, promotions, products or services. CMOs must ensure that relevant insights gleaned from digital channels, such as online discussions, go to the places in the organisation that can use them. Companies that use their digital command center’s intelligence, identify key moments and respond appropriately.

Setting up a digital command centre can be overwhelming, but for many it has been worth the focus, particularly in realising specific business objectives. Recently, more and more CMOs have begun to realise the potential of building a digital command centre, by extracting value from their investment in increased lead generation and consumer confidence.

About JG Bezuidenhout

JG Bezuidenhout is a digital marketing aficionado and the COO of Bastion & Flowe, a digital advertising technology company focused on delivering measurable results. "Innovation, is writing the story of tomorrow, by correcting the mistakes made yesterday." I believe in the power of entrepreneurs, particularly in their ability to facilitate and promote Africa's economic growth. Their success however, is severely impeded by their inability to access modern, tech-savvy business tools. My passion is developing innovative digital advertising solutions, asking why and challenging the status quo.

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