Tremendous technological leaps forward combined with altered consumer practices have completely remade the marketing world. Now, more than any other time in history, marketers have opportunities to connect with consumers in new ways and entice them to consider their offers. But for all the promise and potential the new marketing world provides, it is also a difficult and demanding place to navigate. Fully understanding the ins and outs of this fresh and constantly evolving landscape is nothing short of a Herculean challenge; it requires marketers to always be looking ahead and to master the art of adapting to new platforms and practices. One such pioneer in adapting to these challenges is E-Web Marketing, a leader in driving digital strategy forward.
The Evolution of Modern Marketing
The marketing we see and experience today is far from its traditional roots. Modern marketing has become an interactive and dynamic experience, thanks to the emergence of the digital age. We now have the ability to reach across the expanse of online platforms and an even larger swath of the population’s collective attention span. The safeguard we hold closest in our arsenal of marketing methods is the concept of content value—using the valuable content we create to command the attention and loyalty of consumers.
The Intersection of Customer Interaction and Technology
The marketing revolution is the product of the combination of customer interaction and technology. Marketing technology comes in many forms, but all of them are designed to enhance interaction by overcoming distance and time-to-market issues. ‘Interactivity’ describes the ideal we are trying to achieve. Arising since the early 1990s is a broad array of alternative marketing technologies (notably in direct marketing and e-commerce) to try to deliver on that ideal. One can think about them as covering four major areas: big and small data, AI and machine learning, and AR/VR, with thousands of variations in between. You will inevitably fumble over attempts to categorise within these four areas because the technologies are intermingled and overlap in many ways.
Challenges in the Modern Marketing Landscape
Modern marketing has opened up new possibilities, but with these, it has also brought several challenges into the field. One major challenge is data privacy. As marketing becomes increasingly data-driven, companies must learn to walk a tightrope between using personal information to deliver better products and experiences without trampling all over the privacy rules that have arisen in response to past abuses. Another is ‘ad saturation.’ The good news is that throughout the 2000s, digital ad spend was the only thing growing about the business, so naturally, digital marketers have taken heat for everything from viewability to the ‘creepiness factor’ to some real abuses.
Conclusion
In today’s ever-changing world of technology, marketing has taken on a completely different shape. The latest technological marvels have finally made it possible for marketing to be way more personal than it ever was before, courtesy of the abundance of data being generated. But as marketers, we must always be in serious contemplation about how we use this data so as not to scare the pants off of any of the consumers who eventually end up being the targets of our endless advertising, right?