Marketing entails an established relationship with customers also the opening up of channels of communication so that the well-designed messages can be delivered to the targeted audience. No doubt, the disruptive technologies and the pervasive internet as well as the marketing approaches that were previously evolved have many roles to play as they have over a period of time evolved themselves rapidly with resourceful-intensive productions as well as dynamic campaigns.
The present-day marketer is indeed expected to be on top of all the latest trends if they are keen to influence the present day consumers who are savvy as well as well informed. It does indeed become much more critical for the marketers to ensure that they have a clear understanding of how their respective consumers are accessing information and how they are actually influenced in their purchasing decisions.
In other words, marketing is about the creation of the near-perfect experience for customers.
Power of Data
Data is available to all, but on the other hand, only the progressive organizations to harness the power of data for business success. Several organizations are quite overwhelmed by data as they have not been able to figure out the right approach to manage it in a way that does make it their greatest asset.
Marketing campaigns must also aim for personalization that does reach out to customers with such messages that are most interesting and relevant to them. Also, the messaging must rather extend to cover multiple media channels as well as devices in a consistent manner. Omni-channel marketing is indeed based on the fact that customers do interact in a variety of different ways with a brand; whether someone is online shopping, wandering through a mall, flipping through TV channels or hurrying through an airport, their perception towards messaging does matter.
Our world is indeed evolving from a physical one to an increasingly digital one. The experienced business must also bring together the best of both into what is referred to as the phygital approach to marketing. Data is not always digital and many organizations have indeed amassed legacy data that can also provide a wealth of customer insights. Phygital provides the opportunity to combine the physical and the digital, thereby thus converging data from different sources in a productive manner.
The final P – platform – is where all one’s efforts, especially those around the earlier Ps do converge. It is also crucial to choose one’s platform carefully. Does it also prepare one to handle the dynamic and changing world of marketing? Is it rather enabled by Artificial Intelligence and technologies that will indeed shape the future? The right marketing platform can handle it all – data, automation, metrics management and measurability, execution.
One does believe that the future of marketing does settle solidly on this 4 Ps: the power of data, personalization, phygital and platform. The nature of the experience business will indeed continue to evolve. Many tedious tasks will rather be automated by a rich cum versatile platform, as well as creative aspects which will gain prominence.