By Ellen Gomes
The modern marketing landscape is not what it used to be. Creative thinkers and innovative “ideas people” are still at the heart of the department, but it has become a measurable, monitorable and data-driven discipline. To the most creative marketers this may sound like a negative thing; but in reality, it just means all of their ideas and innovations can be tracked, tweaked, improved and proven, making a real return on investment (ROI) demonstrable internally to the broader business (and especially up the food chain of decision makers).
To better understand the impact and opportunities of this marketing evolution, let’s explore two key developments that I think will impact marketing’s future.
For decades marketers have had to find ways to prove the need for their campaigns. The new methods they use, and the huge uplift in the volume of data available, makes this much easier than ever before. With so much data there are always new ways to grow, adapt, and change, to deliver the best possible results and answer executive concerns.
Marketing is no longer just about how creative you are. As customer experience becomes a key brand differentiator, marketers have to harness the data available to them to succeed. Part of the modern marketer’s role is knowing their customer—inside and out, personalizing their experience, and ensuring they come back for more.
Careers in marketing have never been more exciting, now they require a blend of creative skill backed by analytics expertise, data-driven research, and the ability to produce provable results. To make this shift, it’s critical that marketers understand and utilize the latest technologies, designed to aid marketer in every stage of their process, from targeting customers and analyzing their data, to automating content and engagements to suit the customer’s needs.
Creativity Fueled by Science
Data cannot be ignored. It has always played a role in marketing campaigns and decisions, but as we are now able to access more data more of the time it is a waste to not utilize it to deliver better customer experiences. Streamlining marketing strategies and processes in a way that embraces both data and technology falls under the coverall term ‘marketing operations‘.
Marketing operations is where all aspects of any marketing campaign come together and are organized effectively for success. Technology is a key driver of marketing operations. Why? MarTech has become so sophisticated that it is essential for marketers to incorporate the right applications and software into their marketing stack. The change in modern marketing is driven by technology, so while creativity is essential to such aspects as campaign planning or content creation, it should be controlled and informed by the insights found through their MarTech solutions, ideally with a foundation of an Engagement Platform that serves as the system of record.
87% of modern marketers already accept that technology is improving performance at their companies, and the scientific edge to their roles has meant a shift in Go to the full article.
Source:: Business 2 Community