Ever wondered what SaaS is? No I don’t mean to be a bit cheeky, I mean the acronym SaaS. I’ll explain more later, along with talking you through the CIM Level 6, April 19, Mastering Digital Channels question 1(b) where we start to get really stuck into the assignment.

But first, my guest, Maiten Panella, a doctor of psychology with 15 years’ experience in supporting International organisations with branding, planning, consulting, communications and of course digital marketing.


– Local and international Marketing are majorly different, although they both revolve around the customer, the audience will always be different. Different strategies are required per country or even different parts of a country, depending on the different cultures, history, language and dialect. Speak the language of the customer.

– Maiten says you need to consider the following when Marketing on an international scale:

– Daily life of the customer – the way of living, thinking and day-to-day living
– The different business practices in specific countries
– Remembering the smaller stuff, particularly around legislation – take GDPR for example – important in the EU, not so in Latin America – But they may still need to know these elements, especially if working on an international scale.

– Algorithms can play a huge part of getting noticed online and these can be different depending on the language and country, as algorithms are now so sophisticated they can track not just the keywords or search terms (which are different anyway), but the intention as well.

SaaS Business – What is it?

You may have heard this acronym a lot more recently as it is very topical.

So what does it stand for: Software as a Service.

And what does it mean: Basically it means that a company or individual is providing some element of software to other individuals or organisations, usually under a licensed model. For example Salesforce or GoToMeeting, which you may have heard of, if not, look them up and you’ll get it.

Level 6 Mastering Digital Channels CIM Assignment – April 19 – Question 1 (b)

Now we start to get into the questions proper.

So this question is asking you to assess, which means to evaluate and judge the importance of the topic. This is where you will have to do your research into the technology that is and will be available to your organisation and the impact this will have on the customer journey.

So what do we need to cover?

As discussed on previous episodes, when faced with a question like this it is important to use some method to provide structure to your answer. This can be done through various models that look at the digital customer journey or can be applied to this such as RACE or McKinseys Consumer Decision Journey. This can then form the basis for a well rounded answer reviewing the various stages customers go through and the best technology to assist.

When doing your research you must consider future technologies, so this may cover elements of artificial intelligence, chat bots, voice, block-chain, advertising, social media changes and the areas this will impact – careers, working environments, expectations, costs, implementation, resources and so on. The category of choices is vast, but make them specific to your target market and your own customers journey and make sure you use your own views and judgments along with those that are leading the way in this field.

Maiten Panella:

Brand Now – Nick Westergaard: https://amzn.to/2JBUFLO

Asana: https://asana.com