Apr 03, 2022
In Self Help Forum
The principles of marketing haven't changed much over the years. A marketer's job is to get a product (or service) in front of as many of the right people as possible. The same goes for the old world above online advertising, as does digital marketing that relies on data-rich behavioral analytics. To be effective, you need to keep up with trends, tips and techniques. One way to keep up is to stay one step ahead - keep up with what's coming. I asked several marketing experts for their thoughts. Here are the two questions I asked them to answer. How do you think digital marketing will change in the near future? What are the most important new skills marketers should adopt? Tom Bowman Media and Technology Specialist (Colab Consulting) Tom Bowman Benedict Evans of Andreessen Horowitz said: "AI is like 'having a million interns' at their disposal. The effect is to multiply their workforce. “Imagine the quality of service you can deliver with this firepower. The good news is that AI is the electricity of the 21st century. We can all have it. What matters is how we use it. “Value-for-money digital marketing will enable companies to improve their products and services, giving consumers more of what they want (better, cheaper, and the way they want). This means that the inevitable Innovations and prizes will be awarded to those who dare to challenge their established strategies. “Now think about TV vs. Sky subscriptions. Or pay-as-you-go gym memberships. Not to mention having dinner at the push of a button on your smartphone! “Digital marketing is now on a new path. We’re going to understand individuals and automatically mass-customize products for them. We’d better do it creatively. “Once upon a time, Google only hired engineers. As scientists, they observed the internal development of employees and found that those with a non-technical education tended to become leaders. "If you don't believe technology is changing the world, I doubt you'll go to Google. So the best skill for a marketer is an open mind to learn. Test and challenge. Be active. The second industry mailing list skill is understanding how data is being collected and used correctly Timing is power. Add entrepreneurial flair, and you might be running your own show!” Jesse Wilson Jesse Wilson at Sony Sony Global Search Marketing and Analytics Manager “I would like to see more and more real-time data, the need for automation is stronger. Marketing teams will use AI and automation to gain insights. Also more personalised. “You need analytics to stay competitive, develop marketing and business capabilities. Analytics can help you better understand your customers and serve them best.” Charlotte Powell iPresent Creative Director Charlotte Powell “We’ve seen a huge increase in the amount of content produced over the past few years, but as Google SEO changes, I expect we’ll see an increase in the quality of content. Pushing out three mediocre pieces of content a week and optimizing for those keywords, Then reposting the same content 20 times a week on social platforms is no longer enough. That's a great thing! “We are now flooded with a lot of duplicate and unoriginal content. Twitter has stopped automating multiple tweets from multiple people to prevent repetition saturation. “With GDPR, everyone’s inbox should also start looking clearer from spam. There may be fewer leads for sale, but the quality of those leads will be higher. Those leads will be It’s the people who have done the research, and the marketing team needs to prepare some great content to answer the questions and guide these prospects through the rest. “The focus will be on getting those inbound leads, and I think marketing efforts will be more focused on social campaigns that include high-quality video, rather than invasive email marketing. Marketing teams will have to start getting more strategic, To produce original, educational and engaging content. Video content has been growing steadily, but I think we're about to see it explode on social media. “Attracting customers’ attention through humor, thought leadership, knowledge and responsiveness is critical to gathering those opt-ins that matter most and getting customers into the pipeline. “Marketers are going to have to start listening more to social lead generation. Leads are already sharing their needs, pain points and experiences on social media. You need to join the conversation and start the conversation where it’s happening. Social platforms have The largest pool of free leads that marketers can take advantage of. "Follow those keywords and buyer signals that matter, and start using the great content you create to inform and nurture people into great leads and enthusiasts for your product or service." Valeria Solob Marketing Manager, Mentor Valeria Solob “Companies always need more customers. But they need more of the right customers. They need to massively improve their interactions with existing customers. “ This is not news: digital technology has had a considerable impact on marketing. It has revolutionized the way customers interact with brands. Marketers are accustomed to disruption, adapting to changing customer behavior and the development of new technologies. “B2B digital marketing is shifting from a reactive model to a proactively driven model. Marketing is shifting from capturing their attention at specific touchpoints in the prospect’s journey to building meaningful interactions and online relationships with customers. "Owning the customer journey, rather than following it, will be one step ahead. “With all the technological advancements, such as multi-platform experiences and interactive content, it’s getting harder and harder to surprise your audience. It’s no longer enough to send emails to your contact database with content to nurture the journey. Based on customer signals and behavior Changing the message displayed in online advertising is good, but it won't be enough soon. "Why? Because it's reactive. "Spoiled by marketers' reactions to their every step, (now) even on mobile devices, customers will expect a wider range of personalisation and customization. "Rethinking strategy and putting more effort into researching customer pain points or upcoming customer industry challenges, careful social listening and meaningful data analysis are critical to staying responsive to customer needs. “In B2B, you can talk to people for a long time, move them from one stage of the funnel to another, engage them and still not get a sale. Not because they don’t like your company, nor Because they were shy. But because the offer wasn't actually what they wanted at that particular time. “Regardless of the type, digital marketers will be under increased pressure to play a greater role in generating new revenue for the business. With greater accountability for results, marketers will need to prove to potential clients that they know and understand Their pain points, can make more relevant and timely recommendations to help solve the problem immediately, and effectively target the right audience through a mix of available marketing tools and techniques. “With digital hype staying on the curve, today’s marketers must stay dynamic as they deal with rapid changes in their daily routine: moving at internet speed with insights into analytics, digital advertising, SEO, social marketing, content marketing , with at least basic technical ability. “It’s all hard work and it’s all necessary. But what if we could do better than that? “Having broader business knowledge and a better understanding of business functions such as operations, finance, sales and how they are combined is critical for marketing. Understanding how the business operates and gaining customer and market insights makes it easier to spot opportunities, Develop ideas that help generate new customers, integrate it, and maybe even disrupt business as usual. "It's a huge challenge, although by getting out of their comfort zone and bringing more perspectives to the company, marketers are helping executive teams innovate by challenging traditional prejudices. “Digital marketers don’t need to be masters of everything, they need to be curious and appreciate as much as possible.