Technology and the Modern Marketer

Posted by Paladin on October 08, 2015

Machines and tools have been around for ages. But today’s rapid and simultaneous influx of disruptive technologies are creating alternate forms of reality that many classically-trained marketers have trouble understanding. Today’s platforms are globally connected, digital, ubiquitous and omnipresent.

Miniaturization of gadgets

As a creative professional, it’s your job to understand these trends; to know the best practices, and to have the ability to implement a winning game plan. Take Nike’s FuelBand, which allows people to track their activity and see how many calories they’re burning in real-time. In essence, human fitness trainers are being partially replaced by self-service apps and online virtual assistants. This is made possible by the miniaturization of gadgets, which has empowered companies to automate routine functions like monitoring one’s health or physical activity.

The personalization of data also means that users expect solutions that are optimal based on their unique circumstances.

Apple Pay (the mobile payment service) and Amazon Fresh (the grocery delivery service) are transforming what used to be physical items like money and groceries into a ubiquitous, electronic format. Receipts are no longer filed away in storage cabinets, they are seamlessly integrated into a financial dashboard on our mobile device.

As spenders, we no longer just need accountants—we need analytics.

There was a time when having cash meant carrying a bag of silver coins to pay for goods. But these days, only in the final stage of the purchase cycle do physical items actually manifest themselves in our lives, such as when the groceries are shipped at our door. Until that happens, digital marketers must design (beautiful) user experiences that encourage consumers to try their product, service or app.

So how robust is your virtual showroom?

Seamless integration

As a creative professional, do you understand how emerging platforms are affecting the way customers view, and interact with, your brand? Consider getting better at analytics so you can track certain behavioral patterns that’ll empower you to adjust your game plan. Think of your career development as a self-service function. The price of efficiencies gained from innovation is to seek even better ways of becoming more efficient—meaning, adopting innovations to improve your company is a never-ending process.

In this Google-obsessed world, are you feeding “big G” unique and great content? And does Google reward your site with sustainable traffic? These questions are no longer confined to SEO specialists, they also apply to the digital staff who are responsible for managing the online portals of global brands.

When it comes to digital, it’s all about continually optimizing. With social, it’s about being so cool and outstanding that customers will want to spread your gospel. And with mobile, omnichannel integration is fast becoming the holy grail.

The takeaway

Rapid change is discombobulating many slow-moving corporate dinosaurs. Think about how your organization can leverage emerging tools and an agile, fast-moving workforce to its advantage. Disruptive practices constantly give you a shot to swing a sharp elbow at your main competitor.

That would be gratifying, wouldn’t it?

Posted in: Marketing

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