Juntae DeLane: “Crafting superior CX should remain at the heart of all strategies”

An interview with the Founder and Chief Strategist of Digital Delane

What are the most common mistakes organisations make when it comes to marketing? How can these be avoided? And what does the future of marketing look like, considering the rise of AI? 

To answer these questions, we spoke to Juntae DeLane, Founder and Chief Strategist of the digital marketing agency, Digital Delane.

HI JUNTAE, PLEASE INTRODUCE YOURSELF AND YOUR ROLE.

My name is Juntae DeLane, and I am a seasoned marketer and the founder and Chief Strategist of Digital Delane, a dynamic digital marketing agency. We have over 8 years of experience in working with a diverse range of clients, helping them achieve their business objectives. As a Chief Strategist, my role involves providing strategic guidance, developing effective digital marketing strategies, and overseeing their implementation to enhance brand visibility and engage target audiences.

HOW DID YOU GET INTO THE WORLD OF MARKETING, AND MORE SPECIFICALLY, DIGITAL BRANDING?

My journey in the world of marketing began with a deep fascination for consumer behaviour and the impact of effective storytelling. I recognised that marketing holds the power to create meaningful connections between brands and their audiences. As the digital landscape started to evolve rapidly, I saw the enormous potential of digital branding in reaching and influencing consumers across various platforms.

To gain expertise in digital branding, I delved into comprehensive research and continuous learning. I immersed myself in understanding the latest trends, emerging technologies, and best practices in the digital marketing space. This enabled me to capitalise on the opportunities presented by the digital age and provide innovative solutions to my clients.

IN YOUR OPINION, WHAT ARE THE MOST COMMON MISTAKES ORGANISATIONS MAKE WHEN IT COMES TO THEIR DIGITAL CAMPAIGNS? HOW CAN THESE BE AVOIDED?

One of the most common mistakes organisations make in their digital campaigns is a lack of clarity in defining their target audience. Without a clear understanding of who they are targeting, businesses waste resources and fail to deliver tailored messages that resonate with their intended audience. To avoid this, organisations should invest time in market research and customer segmentation to identify and understand their target audience's needs, preferences, and pain points. This will enable them to craft compelling and personalised digital campaigns.

Another prevalent mistake is the failure to establish clear and measurable goals. Organisations should define specific objectives for their digital campaigns, such as increasing website traffic, generating leads, or improving brand awareness. Without setting clear goals, organisations find it challenging to assess the success of their campaigns and make informed decisions for future strategies.

Lastly, not leveraging data and analytics is a mistake that can hinder campaign effectiveness. Organisations should utilise various analytics tools to gather insights on user behaviours, engagement metrics, and campaign ROI. This data-driven approach enables businesses to understand what works and what doesn't, allowing them to optimise their digital campaigns for better results.

WHAT ARE YOUR THOUGHTS ON THE RISE OF AI AND AUTOMATION?

The rise of AI and automation presents both exciting opportunities and challenges for businesses. AI-powered technologies can greatly simplify and enhance various aspects of marketing, including data analysis, personalisation, customer service, and content creation.

AI-driven automation allows businesses to streamline their processes, improve efficiency, and deliver personalised experiences at scale. Tasks that were once time-consuming, such as data analysis and segmentation, can now be automated, enabling marketers to focus on strategic initiatives and creative problem-solving.

However, it's important to strike a balance between the human touch and AI. While AI can automate certain tasks, it cannot fully replace human creativity and emotional intelligence. Businesses should leverage AI as a tool to augment their marketing efforts while ensuring that personalised and authentic human interactions remain a priority.

FINALLY, HOW DO YOU ENVISION THE FUTURE OF MARKETING AND HOW CAN BUSINESSES PREPARE FOR IT?

The future of marketing is expected to be shaped by personalisation, AI, machine learning, advanced data analytics, voice search technology, VR/AR, and enhanced social media engagement. Increasingly personalised customer experiences, assisted by AI and machine learning, are becoming the norm, while data analysis serves as a compass for businesses to understand customer behaviour. Furthermore, voice search and smart speaker usage are impacting SEO strategies, and VR/AR technologies are creating immersive advertising experiences. The rise of chatbots facilitates 24/7 customer interaction, and evolving social media platforms continue to offer direct engagement opportunities with consumers.

To prepare for this future, businesses must focus on enhancing data analytics capabilities, integrating the latest technologies, and building a flexible, adaptable team. Regardless of technology, crafting a superior customer experience should remain at the heart of all strategies. Businesses should also adapt to new search methods, like voice search, and stay current with evolving social media trends to engage effectively with their audience. In the future, the focus of marketing will shift from selling to creating substantial value for customers.