The modern marketing landscape is in the midst of a revolution driven by the way in which tablets and smartphones are changing how consumers’ online behaviour. Brands are being presented with the new challenge of connecting with audiences in real time whilst also creating innovative campaigns that translate across display advertising, social media, and e-commerce.
Narrative Meets Technology
Whereas marketing is primarily concerned with understanding consumer behaviour and audience motivations, the technology required to achieve creative goals needs access to professionals with comprehensive computing, mathematics, and statistics-based skillsets. Influential narratives should appeal directly to the desires and aspirations of audiences, but to do this well, a detailed understanding of analytics and cutting-edge data interpretation is imperative.
Tech is making the processes of connecting with both inbound and outbound leads much easier than ever before. Marketing teams now have access to more accurate site visitor data, and lead generation technology is helping teams to accurately target high-quality leads without having to invest significant time into gathering information.
In addition to channelling messages to specific audiences with precision, the potential reach of campaigns has also increased greatly. Audiences interact with media in a variety of ways and across disparate platforms, which means that even the smallest ideas can very quickly gain traction and secure a large number of valuable social shares.
Enhanced Customer-Focused Customisation
The ability to tailor on-site user experiences is game-changing. For example, one visitor might prefer to be presented with a series of high-quality images, but another might actively be seeking product reviews and/or service testimonials. Accurately targeting messaging and imagery to meet the expectations of every visitor is an instant conversion-booster, especially for businesses with several very different customer bases.
Pushing for Immediate Sales
The modern landscape is a distracting place. Consumers are presented with a constant stream of content and emails, and they also spend significant amounts of time scrolling social media platforms. Marketing is already beginning to shift toward a model which promotes a sense of immediacy to secure sales in the moment. Discounts for immediate purchases and follow-up emails for abandoned carts and open orders will soon become the new normal.
The Importance of Data
Metrics are everything in the modern marketing landscape. Everything from email open rates to how audiences choose to interact with content is measurable with intelligent apps and machine learning technology. When analysed correctly, this data helps businesses to maximise their marketing potential by consistently delivering increased value to their audiences.
Increased Skillsets and Integrated Teams
Above all, modern marketing stars are intuitive, curious, and possess a keen desire to explore the new technologies and techniques that might become indispensable two or three years down the line. But the marketing world is fast-paced and constantly evolving. Marketers must now work seamlessly with web developers, social media professionals, and data specialists. Additionally, teams will benefit from the inclusion of data scientists, developers, user experience (UX) experts, and engineers to work closely together to create growth.
Although many management teams are currently facing significant challenges, the opportunities available to capitalise on technological innovations are innumerable.
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