Technology: The Driving Force Behind Marketing Changes

Posted by on Feb 22, 2017 in ComLead, Integrated Marketing Communication

The Internet of Things (IoT) is forcing drastic changes in consumer behavior and the way people consumer content; advertising included. Recent studies show that the average person in the United States uses nearly four different devices to connect to the internet. As you’re reading this, you are included!

Connected devices are no longer just your desktop, smartphone and tablet. Take a look at your household. Do you see that Fitbit you’re rocking to count steps? How about that Nest you just installed to be “more energy efficient”? And the Xbox sitting under your TV? Or Alexa playing music you never owned from a cloud far, far away and built in Seattle?

The proliferation of connected devices is, also, forcing marketers to experiment with new tactics so they can keep up with the multiscreen world customers live in. Here are some cutting-edge tactics that marketers have been employing lately:

  • Bots: These are sophisticated software applications that run automated tasks over the internet. Marketers are using them to improve customer relations by scaling personalization, authenticity, and solving common problems. This is a very hot and evolving space right now. The ability for consumers to ask questions, order services, buy products, and get other helpful information is truly impressive.
  • Predictive analytics: With the rise of Machine Learning and Artificial Intelligence, marketers now can consume – via software – an unfathomable amount of data to predict real-time intent of consumers online. Marketers, then, can serve messages based on these predictions and increase positive sentiment, conversion, and customer acquisition.
  • Location-based advertising: This is a new level of sophistication, made possible by connected devices. This market is expected to garner $15 billion by 2018. Geo-fencing targeting enables marketers to serve specific content based on an individual’s exact location. For example, Rich Products can serve an ad with a Wegman’s-specific coupon when a consumer is near one of Wegman’s locations.
  • Device-aware advertising: marketing messages are not only tailored to the individual’s exact location, they are also custom-made for his/her devices and apps. The ad and the call-to-action may change now depending on whether it is being delivered via a gaming console, wearable, or the fancy new tablet.
  • Marketing Automation Platforms (MAP): This is not a new concept. Automation has been around for a while, but adoption is still on the rise. With automation platforms, marketers are able to track historic and current online activities and content consumption. MAPs, thanks to the massive computing powers available these days, enable marketers to tailor messages around the consumed content and deliver them at the right time and place. This increases relevancy to messages, and increases the velocity at which brands sell their products/services.

With technology evolving faster than we can write about it, marketers can slice and drive their messages for each individual as never before. That only adds the burden of actually understanding what is working to those creative brains. That’s why marketing measurement is adapting to the complexity, and a plethora of platforms are emerging daily.

Not every tactic will be effective for a given brand. It is important, however, that marketers are able to measure and evaluate new tactics using the same currency they use to measure the rest of their messages. Multidimensional measurement can fuel a closed-loop marketing cycle, even as new channels and tactics are introduced to the mix

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Author: Hussam AlMukhtar is a marketing technology evangelist and early adopter. His areas of focus span across demand generation, data analytics, advertising technology, predictive modeling, and sales and marketing alignment. He is based in San Francisco as the Digital and Account-Based Marketer at Grand Rounds, a healthcare technology company.

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