Numbers show that customer service in future years will be controlled by marketers. The Economist Intelligence Unit interviewed 499 senior marketing executives and chief marketing officers to identify the role of marketers in business. The one-on-one interviews garnered in-depth insight from CMOs of leading brands, such as JPMorgan Chase and Unilever. The research aimed to discover what the key technologies used, and trends will contribute to the evolution of marketing in the next four or five years, and how it will see a rise or depletion of digital marketing jobs. The results are interesting and are summarised in this article. If you are interested in reading the full report, it is necessary to download it after subscribing.
The Top Tech Trends for Marketers
The chart indicated below is not surprising to most people. Mobile marketing has been a huge trend for several years, and this trend makes up over 50% of all online traffic. However, there is another trend that is far more exciting and popular – the internet of things or IoT. It is not clear how the IoT will influence marketing, but predictions show that it will be an influence in marketing. While numerous opportunities exist with the trend, any person offering clear statistics on IoT and its impact is probably lying.
Personalisation technology is a well-known and established trend, but with the increase in data for marketers, chief marketing officers are starting to notice how personalisation can improve marketing opportunities. Geo-targeting is merely the beginning of personalised technology, but it should not be the beginning and end of your marketing efforts. It is recommended that marketers build statistical strategies to determine the signals provided from customers in products and how they can be suitably served.
One of the groundbreaking technologies for a new trend is the block-chain technology. As with personalised technology, statistics are not evident on how block-chain will evolve in the next year. The influence in law, banking, and intellectual niches are being identified, but the usefulness of this trend for marketers is not evident.
AI or artificial intelligence has become one of the leading trends. This may be due to Google’s Alpha Go Al defeating the Go champion. Mixing content personalisation with artificial intelligence should offer increased marketing opportunities. If the marketer is able to experiment with the AI capabilities, it is advised that this trend be used.
The Different Channels For 2020
I’m not sure about you, but when a person mentions the year 2020, I still consider it to be a long way away. Several years ago, it was predicted we would have mind-reading computers, flying automobiles and AI butlers. Where are all of these items?
Of course, this is not too far away. Do you remember the year 2012? It does not seem too far back, and it feels as if the London Olympics were recent. I have to agree! The fact is that more time has passed, and it has passed quickly where we are facing 2020 in a couple of months. I understand I am focusing on this issue; however, I think it would be too easy to mention the future if it is several years away. While it seems several years ago, the New Year is imminent and before you realise it, we will be in the new year. If you do not remain updated, it is possible for all marketing efforts to disappear or become irrelevant.
Measuring the Effectiveness of Different Marketing Techniques
Reviewing the effectiveness of marketing campaigns are often considered challenging by marketers; however, this is not always their fault. It can be challenging to identify an uptake in sales based on the new advertisement campaign. Changes in messaging on the website or whether it was a large engagement by the sales team can improve the results of a marketing campaign.
One method to increase the accurate measuring of key data to identify how marketing is influencing sales is the use of online technology. Calculating the most significant ROI is only possible when you have the most accurate data available regarding conversions and traffic.
As can be seen, online technologies can be beneficial for different areas of marketing ranging from measurement of campaign effectiveness to handling top marketing trends.