In recent decades, marketing has had to keep up with huge technological leaps. Thus, over the years, it has become an indispensable field for most businesses in need of growth, with its specific functions and principles - and all - very complex.
Moreover, the situation of the world economy is currently subject to unprecedented changes and the right solutions are very difficult to find. These will lead to a new state of business, which requires, respectively, a new approach to perspectives and marketing visions. In the coming years, we will rather embrace neuromarketing, marketing based on science, marketing from the creative outside path, and marketing well anchored in a constantly changing world. Environmental changes have and will continue to have numerous dimensions as well as implications.
So where are we headed? In a future of transparency, personalization, and agile marketing.
Transparency
Customers are now much more digitally savvy and can scan online offers on various products in seconds, easily comparing prices, and analyzing competitors and reviews. For marketing professionals, this change turns out to be a great challenge, because with this evolution, the provision of the service involves more work in presenting the marketing message and the company's assets, starting from the demands of the consumers and not only concerning the immediate interests of them.
Knowing consumers, through market research, is a starting point and a necessity for the preparation of an effective marketing strategy, both now, and especially for the future.
For example, if we're talking about SEO: improvements in Google's algorithms have made keyword stuffing and poor quality backlinks a thing of the past, paving the way for real value and good content to become the new tactics, bringing results in SEO.
Personalization
Personalization can be achieved through the use of Big Data or user-generated content. While Big Data can be used to create a unique experience for followers, user-generated content empowers customers. Millennials are particularly influenced by user-generated content campaigns, with 84% reporting that user-generated content on company sites has some influence on what they choose to buy. This form of content marketing offers marketers the opportunity to use visual (spots, stories, animations), textual (storytelling), and audio (podcast) messages - in new and far more compelling ways.
Agile marketing
Agile marketing is a measure of an organization's effectiveness in achieving its marketing goals. An agile marketing team provides a wealth of solutions to stakeholders for quick implementation. ROI is also a key factor, with agile marketing realizing that new business, even imperfect, is more important than standing still. Essentially, it's about the speed at which new products can be promoted to capitalize on an opportunity and drive a business forward.
One of the reasons agile marketing is on the rise is the speed at which things are happening on social media, where brands have spent the last few years figuring out how to communicate on platforms like Facebook and Twitter. These channels have provided up-to-date information on what can work and the type of content that resonates. Additionally, many established brands have a distinct personality on social media in terms of tone and voice, along with promoting the transparency so important to consumers. The speed of social media has also shown organizations that a quick response – if done right – can be very effective and bring companies white balls.
Social media marketing is a new concept that involves building relationships between sellers and potential customers to share carefully crafted content to increase sales. This, however, should not be confused with social media marketing, the purpose of social selling is to generate revenue rather than build awareness around a brand or service.
Social selling is so effective that 28% of companies put it at the top of their strategy, according to HubSpot. While this figure isn't exactly mind-blowing, social selling is just getting started. Business owners who adopt social selling now will increase their chances of engaging with potential customers in a more personal way that allows for the development of a trusting relationship between the brand and future customers.
Here are some tips for marketers that will be relevant regardless of technological leaps and the evolution of the world economy:
- Build satisfying relationships with your customers;
- Shows genuine care and understanding towards customers;
- Share ideas that will help them or their business thrive;
- Focus on identifying their needs and meeting those needs faster, better and cheaper;
- Build a friendly image so that they can perceive you as a confidant, friend, and advisor.
The marketing solutions of the future will take marketing to new heights if they manage to constitute adequate professional responses to changes in business as well as in the realities of everyday life. Stay on top of trends with us for solid marketing success.