Marketing is no longer changing, it has already changed. Most of what we learned in colleges and universities five years ago pertaining to marketing is already dated. Technology and consumer patterns have completely altered the way marketing and advertising reaches consumers. What does this mean for the future of marketing? As marketers it has become even more important to understand people and listen to our audience. As technology has continued to move upstream, marketers have to adapt to a changing environment and be ready to pivot quickly.
In my opinion, the creative and the message will become more important than the choice of platform. This is because the standard has become mobile and that is where most content is being consumed.
What impact will this have in the future of marketing for brands?
Thanks to the emergence of smartphones and social platforms we can now reach our end consumer faster and more effectively than ever. We can now analyze statistics in real-time, know what message or ad led to a purchase and change messaging on the fly.
Creative, will emerge as the most important aspect of campaign marketing. The “creative” can be loosely defined as the combination of the art, messaging, and tactics of a specific marketing idea. The creative will consist of multi-faceted plans that will deploy different messages and tactics to different consumer profiles even if there is one overarching objective.
Why should brands have a multi-faceted approach?
The answer lies in understanding consumer patterns and how they absorb messages at certain times. Consumers spend time on multiple social media platforms throughout the course of the day and many times throughout the day. A brands’ target demographic for example may be women and men, ages 25-34. This is a very large demographic that may encompass thousands of people. All of which have live different lifestyles but are grouped into one large buying demographic and are presented with the exact same messages.
Brands and marketers need to try and fully understand their demographic and put in the time to do so. Extensive research at the beginning of a campaign, as well as frequent analysis of social media followings should provide insights into what messaging should be positioned in front of certain buyers at certain times.
The result of understanding how 25-year olds and 30-year olds differ could be huge when it comes to engagement and conversion. Remember, listen first…talk later. Marketing has become a game where people like us need to become great listeners.
Nick Brucker is the President & CEO at Sparq Designs, a digital marketing agency in Pittsburgh. Learn more about him, here. If you have questions about building a relationship, contact the Sparq team today.
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