By using digital marketing channels and methods, you can analyze your marketing campaigns to understand what is working and what isn't, typically, in real-time.

利用數位行銷管道和方法可以深入分析你的行銷活動，即時地了解哪些策略可行，哪些策略不可行。

While the Internet is the channel most closely associated with digital marketing, other channels are important.

雖然網際網路係數位行銷最密切的管道，但其它管道也很重要。

Digital media is everywhere.

數位媒體到處都是。

Consumers can access information wherever, whenever, and however they want it.

消費者處處可取得資訊，無論任何時間、任何方式。

And they are no longer influenced by just what you say about your brand.

但消費者不再照單全收你對自家品牌的吹捧。

In fact, consumers are more likely to be influenced by what others say about your brand.

事實上，你家品牌的口碑反而更容易影響消費者。

The reality is that people prefer brands that they can trust, companies that know them, communications that are personalized and relevant, and offers that are tailored to their anticipated needs and preferences.

現實情況是，人們偏好自己能信任的品牌，以及能懂他們的企業，偏愛個人化和相關度高的溝通方式，並針對他們的需求和偏好為他們定制產品。

Digital marketing can help you deliver all that, but there are three main challenges to overcome.

數位行銷可以幫助你賣貨，但有三大挑戰必須克服。

The proliferation of digital channels.

首先，數位管道非常分散。

Consumers use multiple channels and a variety of digital devices with different protocols, specifications, and interfaces.

消費者使用各種不同的管道和由不同網路架構、規格、界面構成的數位設備進來，

This makes it hard to manage digital marketing efforts.

這使數位行銷變得難以管理。

Competition is intensifying.

其次，競爭日益激烈。

That's because digital channels are relatively cost-effective compared with traditional media, such as print, making them within reach of practically every business.

由於數位管道的「經濟效益」比傳統媒體，例如紙媒來得好，因此各種產業爭相使用數位行銷做廣告。

Exploding data volumes.

第三、驚人的資料量。

When consumers use digital channels, they leave behind a huge trail of data.

每當消費者使用數位管道時，都會留下龐大的資料痕跡可供追蹤。

Unfortunately, digital data is often not integrated with data from operations and business activities.

不幸的是，這些數位資料通常都沒有被拿來與企業運營的資料作整合。

As a result, many businesses struggle to find the right data for making the best strategic and tactical decisions.

這導致許多企業苦於尋找正確的資料來幫助他們做最好的運營策略和經營決策。

Given these challenges, what does it take to get digital marketing right?

在面臨上述這些挑戰下，要怎麼做才能讓數位行銷發揮功效？

It comes down to three actions:

我們建議可以從三方面下手解決：

Managing complex customer relationships across channels, both digital and traditional.

將來自數位和傳統等不同渠道的複雜顧客關係進行管理。

Responding to and initiating dynamic customer interactions.

積極回應顧客、主動與顧客展開互動。

And extracting value from big data to make better decisions faster.

並從大數據中萃取出可參考的資料，幫助企業更快更好地作出決策。

Knowing your customers is not enough.

當然，光是找到顧客還不夠，

You must know them better than anybody else so you can communicate with them where, when, and how they are most receptive to your message.

你必須比任何人都還要熟悉你的顧客，這樣你才知道該在什麼時候，用什麼管道、用他們最受落的方式，向他們傳遞你的訊息。

To do that successfully, you need a consolidated view of customer preferences and expectations across all channels, not just digital.

你要成功把產品賣給顧客，就要收集來自各個渠道的顧客資料，再從這些資料中梳理出顧客的偏好和期待。

With this information, you can create consistent, coordinated customer experiences that will move customers along in their buying cycle.

一旦你摸清了顧客的輪廓，便能設計出一致又協調的顧客體驗，在購買週期中打動顧客。

The speed and immediacy of digital combined with the power of advanced analytics make it possible to measure, monitor, and test campaign performance on the fly, to learn what works and doesn't work.

把數位的速度和即時特性與進階分析作結合，將有助於即時量測、監控和測試宣傳活動的成效。

This helps you improve the customer experience and marketing ROI.

同時也能幫助你改善顧客體驗和行銷的投資報酬率。

Too often, marketers can't access or make use of all the data necessary to get the best insights.

行銷人員經常無法取得或利用必需的數據去獲得最佳的判讀。

They are often limited to data subsets or samples, which compromises analytic accuracy.

他們通常只能獲得資料子集或樣本，然而這樣的資料不足以幫助他們準確作出行銷分析。

To make the best decisions, you need access to all customer data and marketing data to deliver more real-time, complete customer experiences in an agile, cost-efficient way.

你的行銷策略要奏效，就必須掌握所有顧客資料和行銷資料，以在一個更有彈性和更有成本效益的方法下建立良好的顧客體驗。