How Technology is Changing Marketing (and How to Keep Up)

We cannot help but marvel at how far technology has brought digital marketing. Over the years, businesses have found more creative and efficient ways to connect, advertise, and provide solutions to their customers. On the other hand, buyers can find products and services from anywhere in the world with just a few clicks.

Digital marketing keeps evolving due to consumer trends and advancements in technology. For this reason, marketing specialists should focus on improving their skill sets. They also need to understand how mobile technology, Big Data, IoT, personalization, and AI are changing the marketing world.

Some Technologies That Have Changed and Are Currently Changing digital marketing

Innovation is necessary because consumers want to spend on products that make their lives easier. Companies and digital marketers who refuse to keep up will quickly lose their relevance and get left behind. They need to leverage both existing and emerging technologies to stay ahead of their competitors. Here are some of the technologies to pay attention to:

1.    Wearables

Wearables may look like fashion items and accessories, but they can be useful in the digital marketing field. The shift to mobile devices made marketers create and optimize mobile-friendly adverts, websites, and apps. In the coming years, wearable devices may be adopted by a large percentage of the world's population. Digital marketers should be ready to hop on that ship too.

2.    Big data

The amount of data businesses are collecting today is growing rapidly. They also must deal with the storage and analysis of the enormous consumer data. Digital marketers need to know how big data impacts their decisions and use it to their advantage. From social media to e-commerce to SEO, data helps to improve every aspect of digital marketing.

3.    Mobile technology

Mobile devices are a crucial part of our daily lives. Anyone who's not marketing to mobile users is truly missing out. Statistics show that more people access the Internet using mobile devices than those who use desktops. As a result, marketers need to optimize for small screens and improve page-load speed as well as user experience.

4.    IoT

The Internet of Things offers many opportunities to digital marketers. There are a plethora of devices that can help companies collect data. They can receive real-time feedback about consumer behavior with the help of smart devices. IoT allows marketers to integrate virtual products, capture relevant data and improve speed and functionality.

5.    AI/machine learning

AI marketing tools can help marketers collect data, identify new customer segments, and help marketers gain more comprehensive insights. They also help to find out problems that might be affecting customer engagement and conversion rates. AI makes it easier for marketers to personalize the customer journey, influence purchasing decisions, and build brand loyalty.

6.    Chatbots

Since chat and messaging applications are widely used, chatbots are gradually becoming the norm. Most consumers have questions or concerns and require a swift response from businesses. Digital marketers could integrate chatbots in social media messaging or add them to their websites. Chatbots can assist with answering questions, helping with buying decisions, or finding a customer service agent.

7.    Personalization

Personalized marketing is currently changing digital marketing by giving customers a sense of identity. It attracts their attention, piques their interest, and makes them take the required action. Digital marketers should lean toward personalized marketing rather than generic advertising to increase customer engagements.

7 skills digital marketers need to succeed

The demand for digital marketing specialists will only continue to increase as more companies are looking to increase sales and conversions. However, there are certain skills that recruiters and potential employers look out for in marketers. Check them out below:

●      SEO

SEO is one aspect of digital marketing that involves optimizing websites for search engines. It helps companies get noticed by online searchers and potential customers. A digital marketer who specializes in e-commerce or SEO should understand what makes websites rank high and what makes searchers click on the results.

●      Social media

Almost everyone is on social media and companies are interested in getting those eyeballs on their products. The online social space is competitive and requires a solid marketing strategy. Digital marketers who want to help businesses advertise on social media must have studied and understood how the platforms work.

●      Storytelling/problem solving

Storytelling is necessary for every digital marketer because people are emotional buyers. They crave stories that can inform, educate, and entertain them. No one wants to read boring copy or engage with uninteresting visuals anymore. Digital marketers must develop their storytelling and problem-solving skills in order to remain relevant.

●      Content marketing

Content is the soul of digital marketing. It could be the reason why a well-planned strategy may fail. Businesses must communicate their offers through content or copy. Then, buyers would engage with the content and decide whether to act or not. Content also helps with brand awareness and to build credibility.

●      Analytics

After creating a marketing campaign, it's important to check the analytics. Marketing specialists need to always keep an eye on marketing data. This helps them determine whether their strategy is effective or not. Analytics helps businesses understand how customers react to their advertising and what they need to improve upon.

●      Strategic Marketing Planning

In the digital marketing field, strategy is very important. Marketers must create a detailed plan before they launch the marketing campaign. They need to be precise on how they intend to promote offers. They would combine different skill sets, channels, and ideas to make their marketing work. Because technology is profoundly changing marketing, there’s a real demand for marketing managers, directors, and chief marketing officers to oversee, lead and manage myriad marketing efforts. The need for such roles is creating more educational programs dedicated to top-level marketing positions aimed at those who wish to advance to the top of the marketing career ladder.

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