CHANGE IN THE MARKETING LANDSCAPE WITH THE INTRODUCTION OF TECHNOLOGY :)
We are seeing a shift in favor from brands to consumers, where companies are starting to go beyond thinking about simply pushing communication and start creating content that holds genuine value for their audiences.The underlying idea is that if your brand wants to get more from consumers, you also need to give more.
Successful brands are adaptable — they’re brave enough to engage on the consumers’ terms
Brands can no longer dictate how and when consumers interact with our journey. This means they need to be able to engage in two-way conversations that reflect the way people consume content today: modular, multi-channel and (most importantly) accessible at any time and location. The content must be engaging: rich, relevant and real-time. The challenge, however, is working out how to deliver real-time content that fulfills all these criteria without losing brand cohesion
This is the old BAJAJ Advertisement when the main objective of the companies was to gain the attention of the consumers in a limited time period.
People did not focus more on the technical aspects of the product , rather were more attracted towards the image and the brand connectivity with the audience.
If brands don’t change, they die
Brands must curate more of an entrepreneurial mindset. This involves developing cultural awareness and becoming alert to change in order to identify and quickly harness opportunities to evolve. The future of content creation is authentic and real, relying less on scripts and storyboards. Brands need to realize that this approach isn’t a risk as the alternative is creating flat, vanilla content — that just gets ignored! Forward prediction is far more important than retrospective review. For example, consider that 10 years ago the idea that people would openly share their home with strangers seemed crazy — but now we have Air BnB!
Keep brand content relevant and appropriate
It often seems like brands are either not changing — or they’re changing everything much too fast! There’s no need to post all of your content everywhere, for example don’t think you need to create a SnapChat account and start posting on behalf of you brand because it’s suddenly ‘cool’! Brands need to clearly identify the reason why they should be on each platform. So consider what’s appropriate and inappropriate, and don’t force yourselves into irrelevant conversations or digital spaces. There’s plenty of room for the same overall message to be facilitated in different ways for different channels!
The Future of Marketing
1. Digital and mobile will no longer be standalone efforts.
73% of households in the U.S. have access to the Internet, and 68% of Americans own a smartphone. With that said, marketers need to understand that digital and mobile components can no longer be considered separate pieces of your overall marketing strategy. According to entrepreneur, smart campaigns will become “equal parts digital and traditional and automatically optimized for mobile.”
2. Data analysis tools will become more sophisticated.
Marketers have historically found it challenging to sift through the immense amount of data at their fingertips in order to use it advantageously. However, help appears to be on its way. 2016 is the year business intelligence (BI) tools are predicted to come into maturity. More streamlined tools will do much of the heavy lifting, aggregating and organizing essential data and insights, so that marketers can customize their strategies for specific target audiences in real time.
3. The customer journey will no longer be linear or funnel-like.
Today’s consumer interacts multiple times with your brand on a variety of different mediums. And since there are now multiple points of entry, it’s becoming more critical than ever to use data metrics and analytics to evaluate the success or failure of your efforts, and at which point these occur.
4. Advanced CRM tools and features will emerge.
In 2016, marketers will be on the lookout for better quality leads. Customer Relationship (CRM) tools will need to keep pace by providing new features that can deliver more detailed information about where the best leads come from and improved functionality to curb data loss. More sophisticated tools can better connect marketing and sales teams, and help scale high performing campaigns.