E-Commerce: Over 2. We can also look at what marketers want from brands to see why new technology like blockchain and chatbots are growing in adoption and use. In this way, technology is less a transmitting device and more a tool for better communication. The challenge for marketers will not be what to do with the data they collect, but how they use it.
You can have the most sophisticated technology, but without marketing intelligence that unifies data insights, the technology will not deliver the ROI you expect. The cost of investment in new technology is a common concern for marketers, although, as with all technology, total cost is expected to decrease as economies of scale and competition among service and platform providers increase.
Three areas of marketing which have been transformed by digital are the speed, relevance and reach of campaigns. Digital marketing has also greatly increased relevancy. Messages can be targeted with a laser focus to very specific groups offering them relevant content. Meanwhile, the reach of campaigns has also increased greatly. With so many different ways that customers access media, whether through Facebook, YouTube, news websites, via mobile or tablet apps, a strong idea can quickly gain huge scale.
Marketers need to update their skills in order to make the most of these fast-moving, and highly relevant campaigns through digital. They need to work closely with data specialists, web developers and social media professionals. Charles Wells, chief marketing officer at charity fundraising service JustGiving, told the panel that the marketer of the future needs to combine marketing and creative skills with an understanding of real-time technology.
He said his marketing team has data scientists, engineers, developers and user experience experts, who work together in small project teams to try and create growth. This is a radical change from the way traditional marketing departments work, he said. Just as marketers need to become more savvy about technology, data and analytics, so the technically minded staff on the digital side have to get more creative.
They are rising to this challenge, said Wells. A fifth of staff at JustGiving are data strategists whose sole job is to identify patterns from the data the service gathers from millions of charity fundraisers. A vital quality for marketers in the fast-changing digital environment is curiosity, rather than any specific technical knowledge, said Adobe digital marketing director John Watton.
A question about the effectiveness of digital marketing was raised by audience member Steve Mullins, content director of brand-e. Lisa Bridgett, sales and marketing director at upmarket online fashion retailer Net-a-Porter, answered that marketers ultimately need to rely on their natural intuition rather than on technology. She referred to programmatic ad buying, where computers buy and place online ads in an automated way, and said that there are few people who really understand how such technology works.
Time and time again it plays out right. So you need to be dextrous in these two different worlds. Databases have revolutionised client and contact management systems and field sales staff effectiveness and supervision. The use of 3D simulations and virtual reality means you no longer have to create a real exhibition space or show suites. Giveaways are often technology flavoured mousemats, screen savers, free software etc.
I do not restrict access to the FAQs but I politely request that you let me know by email and acknowledge the source www. As always, if there are particular topics you would like me to address in the future, please let me know. You will also find a source of more and up to date information on a broad range of management and marketing issues in the professions by checking out the blog where I also post regular reviews of books that might be helpful.
What is the impact of technology on marketing? The original article July This is a really big and topical subject and I have written various articles on the subject. Price The Internet allows a lot of information to be obtained easily by customers.
Place The developments in the power of databases means that direct marketing is really coming to the fore allowing new segments to be more easily identified and allowing segments-of-one to be profitably targeted. Promotion In just about every sphere of promotion — advertising, direct marketing, personal selling, public relations — CD Roms, web sites, personalisation and interactivity are making fundamental changes to the way marketing works. For example: Advertising You need a web site — even if only as an on-line brochure.
Direct marketing Database technology aligned with digital printing of short runs of full colour promotional materials has had a dramatic impact on direct mail. Public relations Brochures and publications are now electronic, interactive and tailorable to the specific needs and interests of smaller markets and even individuals.
Selling Those tasked with selling can use the Internet to undertake fast research into prospects. Sales promotions The use of 3D simulations and virtual reality means you no longer have to create a real exhibition space or show suites.
Malcolm McDonald provides a useful summary of the impact of technology on marketing Technology changes marketing: Integration — know your client Interactivity — beyond addressibility to dialogue Individualisation — information enabled tailoring Independence of location — death of distance Intelligence — informed strategy Industry restructuring — redrawing the marketing map I do not restrict access to the FAQs but I politely request that you let me know by email and acknowledge the source www.
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