I stumbled on another blog trying to predict how digital marketing will change in near future. The author interviewed several prominent CEOs to get their take on the changes to come. There were four main points:
- heavier reliance on and integration of analytics/measurement and human interaction
- technology will allow us to more accurately measure response to advertising; campaigns could be adjusted on the fly with immediate feedback from consumers
- as someone with heavy marketing analytics background, i really relate to this point. i saw a strong progression towards importance of analytics during my time in consulting. However, the application of results also changed as well to become more decision focused (for future decisions).
- closer incorporation of in-store and online experience
- seamless transition and interaction between objects on shelves and online store
- this is a really great idea since smartphones are prominent fixtures in consumers' hands
- increased trust between consumers and marketing initiatives
- we live in a time where consumers will start needed help to navigate relentless information available online. Digital marketing could help do it by providing trustworthy resources to discover new products
- this is a shift among marketers to utilize online social sphere for product education!
- growing customization of content
- as consumers spend more time online, marketers are able to use collected information to create more targeted efforts to reach consumers.
- in my eyes this is a win-win situation for the generation of heavy online users
Liza Shepeleva
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