Marketing is changing.
Modern marketers are connecting with customers and prospects in more meaningful ways than ever before. Behavioural marketing is becoming more prominent and the rise of technology, social networks and integrations are helping people be (and feel) more connected with their favourite brands.
Between CRMs, Marketing Automation Software and Predictive Analytics Platforms, technology now powers the online world and the data insights that come as a result of tracking customer journeys.
“81% of CMOs say that data and analytics will be an important tool with which to build and measure trust. And almost three-quarters (73%) of marketers say they use analytics to check if the brand promise is being kept throughout the customer’s interaction with the company.” (Forbes: http://www.forbes.com/sites/forbespr/2015/06/11/marketers-should-use-data-to-build-trust-with-customers-says-report-by-ey-and-forbes-insights/).
Smart marketers are investing in the tools and resources to help make sense of this data and then connect it to optimise their digital marketing strategy. They know that tracking the customer journey online with one solution or platform can help deliver key insights to help them get closer to customers and better tailor to their needs.
After all, the goal of marketing is to identify the needs and wants of consumers and connect them with the product or service to meet those needs. That hasn’t changed.
But, marketing is changing.
Data-driven marketers are using business intelligence tools to understand complex consumer behaviour across multiple channels and devices. By tracking the customer journey with data insights, marketers are able to ensure the right information is delivered at the right time to the right person, reinforcing their brand and improving overall customer experience. That is what marketers have always wanted.
And yet, marketing is changing.
Long were the days when consumers were forced to watch advertisements and were pushed information that had no impact or relation to them whatsoever.
Yes; marketing is changing. It’s simply getting better.
