Essentially the most dramatic and disturbing time in modern media stories is clearly present, without a doubt, actually dominant: The improvement to ” digital”. Often the consequence will be that the regular marketing consultants must help a fundamentally different universe… or fade away.
“Marketing” has become a communication discipline that covers many different functions; they typically share a firm mounting in “the creative”; brainstorms, advertising mascots, pillow quarrels, and fantastic ideas…
An excellent idea will always have a vital role to play in the struggle for the attention of the shoppers, but it will gradually reduce its strategic significance for the reason that dominant factor when a firm needs to define its sales strategy. In an attempt to establish a cut-throat strategy, the marketing function will to an ever-greater level have to refer to more technological techniques, rooted in maieutic methods and statistical versions and a deeper “analyzed” knowledge of the target group.
Why this particular shift from the creative as well as artistic towards a more technological approach to the marketing functionality? Simply put to become more responsible, that which passes responsibility in the current marketing environment is actually, to say the least, highly unsatisfactory.
A couple of the most important catalysts for the advancement towards a more analytical method of the marketing function are printed the one hand the change of the mass media from an advertising agency to digital. And on another hand the increasing group demand for “directions” the world over with regard to clear documentation of the result of both historical, as well as foreseeable future marketing activities.
The physiology of the media is modifying
The discipline “marketing” carries a close, symbiotic relation to typically the “media” and changes in the growing media manifest themselves with wonderful consequences for the way promoting is thought out and performed. If you look closely at when the direction of the media panorama and the media transferring there are three trends worthy of note:
1 . The growing media landscape is getting more and more fragmented
The supply of media plus the amount of content has escalated explosively in the past 30 years. Opposition to the attention of the shoppers has become enormous. The number of US television channels, for example, possesses risen from around five channels in 1960 to 80 channels today. Completely new media such as “wireless” and “broadband Internet” came into existence.
The fragmented media landscape means that the behavior of the consumers has also turned out to be much more dynamic and fragmented than before. The consequence is the fact that there is no longer a “mass” in the mass media. The advertising function has to use quantitative data and analytical associated with order to target efforts to some much higher degree than previously in order to get to the target team. Decades of carpet bombing through the traditional mass media tend to be definitively losing their impact.
2 . The media turn out to be addressable
While the increased partage of the media can seem just like a barrier in the attempts to read the attention of your target class, the possibility of a much higher diploma being able to direct a unique meaning to the individual will offer fully new possibilities.
A relatively primitive example is Yahoo, which today gives you the opportunity of directing your message to the individual, either based on “user behavior” or “the situation of the user” (a selected page). And Microsoft along with Facebook gives you the possibility of still more targeted placements applying data such as sex, era, and personal characteristics.
The press becoming digital and addressable also means that the media, as well as marketing activities, become measurable. You will very quickly and exactly be able to analyze the effect of the specific investment; compare your own result with existing objectives and historical data. Quite simply it will be possible to very simply and incredibly cheaply document what “works” and what “doesn’t work”. Businesses who have typically had issues communicating directly with their focus group because of their placing within the value chain, with a real estate agent between themselves and the customers will have unique possibilities of getting into a more varied dialog making use of their customers.
3. The growing media become interactive
The last key change that meets typically the marketing consultant is “interactivity”. The media becoming far more interactive means that companies potentially have of establishing two-way communication while using consumers, which for example means that we can conduct market surveys easily and at a fraction of the earlier cost. It also makes the idea possible, to a higher degree, to try using a response-oriented strategy in your as well as target your message instantly in situations where a consumer articulates a “here and now” need (impulse buying need).
Marketing – from artwork to science
From the advertising industry traditionally being completely outclassed by “characteristics” associated with innovative qualities, we will in the future get a clear shift towards a lot more analytically informed approach. The Primary will be on the collection as well as segmentation of customer information and the preparation of predictive evaluation, which can lead to choices that will have a high business worth.
A marketing consultant will to some much higher degree have to use a detailed analytical method to exactly indicate the customer group that needs to be reached, adapts the information to the individual segment for you to motivate a particular reaction, along with delivering precisely the creative meaning at the exact time exactly where it will create most consideration.
In order to solve this task, firms will have to invest more in technological analysis solutions, equally as they have to invest in people who learn how to construct models, collect files and make well-documented decisions by this data.
The traditional promotion agency or the classic inventive marketing consultant, who will not know how to acquire this certification and develop these tools should have great difficulty maintaining their own position as (most) smartly important. The trend is already noticeable in the large media conglomerates where the “media agencies” tend to be aggressively expanding with big interconnected “business science” sections and in this way are getting quickly on their creative cousin companies.
This trend just underlines an even more dominant tendency; In a world dominated by tendencies like fragmentation, addressability, and interactivity, and brand new media like “broadband Internet”, “wireless” and “interactive television”. It will not only be agencies grounded in the creative but similarly be companies like “Accenture”, “Acxiom”, “Deloitte Touche Tohmatsu” and “Epsilon”, which will determine the marketing strategy for the planet’s leading companies.
Read also: How To Develop A Powerful Marketing Strategy