Marketing is an ever-changing sector, driven by advancements in technology and fast changing consumer trends. How is this changing the careers of marketing professionals?
In the olden days, back when all this was green fields and giant billboards, marketing was a simple affair. Stick an advert on TV, on the radio or on one of those billboards and basically hope for the best. Lots of eyes would see the ad, sure, but what happened directly after that was a little hazy.
Today, the proliferation of screens and mobile devices means that if brands want to be seen, they need to make sure they go where their potential customers go. Whether that means a targeted, segmented eCRM campaign or an intelligent mobile marketing push using an agency like www.globalmessaging.co.uk, companies can’t afford to sit back a let consumers come to them when there are so many ways to communicate directly and effectively.
The tools available mean that today’s marketers will need to consider any or all of the following in their brand strategies:
Demographic segmentation technology is possible thanks to unprecedented means of tracking consumer browsing and buying habits. It means advertising campaigns can be more tailored than ever, so that a potential customer or follower is more likely to engage and interact with a brand upon receiving a communication that feels relevant. If you get an SMS from a company, for example, that feels like a private message directed at you so it needs to speak to you and your tastes.
Reactive communication is just as important as the proactive today. As headline-grabbing events occur, many savvy brands will spin their own take on them and turn them into a quickly-viral campaigns. It could be an Instagram picture, a cheeky tweet or a Facebook giveaway - as long as the right stories are picked and any response is in good taste, it’ll generate positive buzz.
Instant customer service
Thanks to the likes of Twitter and Facebook, many companies have used customer service as a clever marketing tool. Virgin Trains are great at this. The train operator’s friendly tone of voice, warm humour and timely responses scored it an unlikely PR hit when an unfortunate passenger ran out of loo roll.
Listening to the hubbub
Another real-time benefit of social media is the opportunity to collect feedback it affords businesses. Likes and dislikes, poor experiences and positive highlights: customers will tweet their experiences with a brand in a second, for no other reason than to let others know. By collating all of this, companies can build up a very detailed picture of what their consumers actually want - and what they definitely don’t want. That’s priceless information when it comes to developing both new products and their marketing campaigns.
Websites as standard
That a company has a website is now a given. Potential customers will simple Google whatever they want to know and your landing page is effectively a shop front. Many companies still haven’t nailed the optimum web experience yet, so there’s still room to improve customer journeys by developing responsive offerings - that is, websites that configure themselves to the screen a customer is viewing it on. Get it wrong and that will be the only excuse a user needs to take their custom to a company that lets them view its product more easily.
This Guardian article has plenty more on the impact of technology on the marketing function.
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