Newer Technology Affecting Digital Marketing
With the constant barrage of the ambient technology, we are witnessing a radical transformation in the consumer behaviour. As a result, the brands and marketers are forced to revise their notions of how customers adopt technology. Integrating the amplified intelligence and technology-defined everything into the traditional marketing initiatives is the most common challenge faced by many businesses today, the ‘mom n pop shops’ as well as the conglomerates alike. As the users’ attention span is getting increasingly shorter and turning away from the conventional marketing and communication media domains such as TV, radio, and print, the real struggle is to connect with them on-the-go and across platforms and devices. So, the question is how your brand can keep up with this next-generation omnichannel, hyper-connected and multi-dimensional marketing ecosystem? But, before we dig deeper into how technology has changed the marketing landscape, let’s look at what it hasn’t changed – Creativity and Passion. Because, you’d still need these two to build emotions and a personal connect around your brand.
Highly personalized interactions – Technology has brought about user–centered and –defined augmentation in the marketing approach. The trick is to offer the customers an experience they seek at the very moment and the very place they themselves determine. Technologies such as phablets, the wearables, social media, and various CRM and analytics tools have helped the marketers deliver an increased yet consistent dialogue.
Blink or miss – The automation in the marketing space is evolving at such a faster pace that perhaps by the time the last word of this sentence is completed, the technology itself would be obsolete. Let’s have a quick snapshot of what happens on the Web within a minute: Over four million searches are carried out on Google… Two hundred million plus emails are distributed… Roughly three and a half million posts are published on Facebook… More than fifty billion messages are shared on WhatsApp… One hundred plus hours worth of content is published on YouTube… Close to forty thousand iOS apps are downloaded. Blink and you’ve missed it all!
Marketing Intelligence all beefed up – The marketing analytics model is growing in complexity as companies are now able to identify the never-seen-before areas of predictive marketing attribution modelling. On the other hand, artificial intelligence and the application there of in digital marketing automation is now a reality. Technology has helped in amplifying the abilities of the marketing professionals across the wide digital marketing spectrum, such as SEO specialists, PPC engineers, Social Media Marketers, Creative Publishers as well as the Data Crunchers. As a result, all marketing messages such as emails, display banners, blogs, tweets, etc. are now highly capitalized on behaviours, attitudes, patterns and trends.
4 E’s are the new 4 P’s of marketing – Digital marketing is no longer restricted to just Product, Price, Place and Promotion. The new-age technology-run web marketing initiatives now MUST be about four things: Experience (user), Exchange (information and content), Everywhere (channels and platforms), and Evangelism (engagement).
Digital gone responsive – From a marketing model driver to a whiteboard consideration to a development technique, the user interface on the Web has completely become responsive. The idea is to reuse, reshape and reshare the brand’s core strengths and assets by making the message adaptive to multiple devices. The emerging marketing trends like the Internet of Things and the Big Data are contributing to this trend, at an unbelievably rapid pace.
Virtually, the emerging and exponential technology, may it be artificial intelligence or advanced robotics or ambient computing or cyber security, is constantly disrupting the digital marketing landscape. Technology, if done right, can form the foundation for ‘growthverse’ for the businesses. Although we’re yet to witness the full extent of how technology can shape the future of digital media (and practically speaking it can never be gauged either), it’s about finding the way to break down the silos and connect the scattered dots into one meaningful initiative. So, if you’re considering starting over with a fresh canvas, go all the way back to what your core requirements and goals are.
The writer is Mr. Jitesh Keswani, Co-founder and CEO of e-Intelligence.