Five Trends Shaping The Future of Marketing
Posted by Asma Sifaoui on April 26, 2018
Marketing is in a transitional age. New and disruptive technologies have impacted a lot how marketers perform their jobs, starting from the duties and responsibilities of the CMO to the content created and shared.
1- BETTER DATA, BETTER DECISIONS
Most marketers understand the tremendous potential of big data in making informative decisions, but on the other hand they're overpowered by the phenomenal volume of unstructured data. It's insufficient to simply collect information. Marketers should know how to analyse data to extract useful consumer behaviour insight from noisy data. With better information, marketers can make informative decisions and develop well targeted campaigns.
2- CONTENT MARKETING: a mixture of art and science
With the increased spread of analytical tools used to measure content performance, content has never been more valued by marketers. We have witnessed an increase in the use of machine learning to identify behavioural patterns. The next stage is to use this information to plan and execute creative strategies.
By a similar token, if the experience you're conveying isn't customised to your customers' needs, you will see a weaker impact. The truth is that there isn’t a one-measure fits-all model for marketers to follow. That’s why marketers need to reconsider their content and the channels they are using to reach their customers
3- DEEPER AI INTEGRATION SHOULD BE CONSIDERED
Marketers are now using AI in ad exchanges and in campaign optimisation. If marketers want to stay competitive, they will have to look for new approaches to integrate AI into the client experience like chatbots and automation to meet their clients’ growing needs.
4- USE STORYTELLING TO BUILD BRAND LOYALTY
Brilliant and smart marketers understand that today’s customers are self-directed. In any case, consumers aren't simply looking for content - they're looking for customised experiences. As it were, they're searching for content that accomplishes something other than promoting a product.
The key here is to start small, disentangle what really works. Use this intelligence to create a strong consumer experience through telling a genuine story and interacting with customers throughout.
5- DIGITAL DISPLAY ADS: WISE DECISIONS SHOULD BE TAKEN
Display ads aren't as effective as they used to be, and 2017 was a turbulent year in digital advertisement. Despite the rise of ad-blocking tools, advertisers have been expanding their interests in mobile, social and automatic ads. it's the ideal opportunity for marketers to truly consider the estimation of ads - particularly on mobile - and use information to figure out which strategies are successful and therefore invest their money wisely.