New Technological Developments in Marketing

By Stephanie Tendero

The ever-changing consumer demands have brought the digitisation of the Marketing field. Although the principles and foundations of Marketing remain the same, with technological developments the Marketing tools continue to evolve along with consumer behaviour. Consequently, these tools could affect the KPIs and performance of different marketing strategies and campaigns.

Traditional Marketing tools, such as newspapers and print advertisements, are slowly reaching their saturation point. These used to be powerful mediums to broaden audience reach but nowadays, technological developments have helped traditional Marketing platforms to shift to their respective digital versions and now play crucial roles in marketing strategies.

Artificial Intelligence is Key

Undoubtedly, one of the biggest technological developments of the 21st century is Artificial Intelligence (AI). If your company has not made the switch to AI-supported tools, then you are losing your competitive edge. It sounds dramatic, no? However, this remains true. Currently, Artificial Intelligence (AI) is considered a key in understanding consumer behaviour which eventually serves as a guide in generating customised marketing campaigns and strategies. AI enables marketers to gather realistic and accurate data on how their audience behaves – from their preferences, the types of products they buy, even up to how they use these products –AI turns consumer behaviour into concrete and measurable parameters, therefore, shedding light on the consumer journey. Another bonus to using AI is that these data are generated in real-time, enabling faster data gathering and interpretation, resulting in solutions that are quick and versatile enough to cater to the fickle consumer.

The Power of Email Marketing

Many underestimate the power of Email Marketing.  This offers a granular and a more particular view of the target audience. As we live in a highly digitized world, consumers are flooded daily by different brands offering the same type of product/service on their social media platforms however, Email Marketing provides visibility into the different touch points of the buying journey which traditional marketing tools could never postulate. This platform enables marketers to directly communicate and interact with their audience, giving off a more “personal” means of communication.

Email Marketing does not only mean getting the greatest number of clicks-through rates and open-rates, but one of the main challenges that this method presents is actually creating engaging content – content that is something of value. This is where the field of Marketing Automation comes in, through A/B testing and other similar tests, this can predict which kind of campaign and visuals would generate the greatest number of engagements.

The Bottom Line

These technologies may sound highly intimidating in terms of usage however, the ROI can be extremely great. The bottom line, in Marketing, is to never be afraid to overcome technological disruptions. Always know your audience so the proper strategies and marketing tools can be used to further your company’s reach.  In this cut-throat industry, being fearful of maximizing technology can lead to negative effects in the business. Thinking out of the box with campaigns, with the right kind of technology, can lead your company to greater heights.

Sources:

Seward, T. (2020, March 02). Five technology + trends changing digital marketing in 2020. Retrieved October 29, 2020, from https://www.clickz.com/five-technology-trends-changing-digital-marketing-in-2020/260448/

Evolution, M. (n.d.). The Multi-Touch Attribution Guide: What It Is & How to Model It: Marketing Evolution. Retrieved October 29, 2020, from https://www.marketingevolution.com/marketing-essentials/multi-touch-attribution

8 Ways Intelligent Marketers Use Artificial Intelligence. (2018, January 08). Retrieved October 29, 2020, from https://contentmarketinginstitute.com/2017/08/marketers-use-artificial-intelligence/

Gach, S., Seb Gach Seb is a writer at Fifty Five and Five, Seb is a writer at Fifty Five and Five, Content, V., Menzies, K., & Marris, M. (2020, October 22). 6 Best Digital Marketing Technologies to Improve Your Marketing. Retrieved October 29, 2020, from https://www.fiftyfiveandfive.com/6-digital-marketing-technologies/