Marketing Analytics4 Key Trends Digital Marketers Should Look Out for
Digital marketing has emerged as a key enabler in today’s data-driven world, and it is rapidly transforming the traditional ways of conducting business. Increasing investments being made by companies in their digital initiatives further adds to its importance in ensuring better ROI and maintaining higher profitability.
Listed below are some key trends that contemporary digital marketers should be aware of:
1. It starts with an insight
Strong human insights are an essential component of digital marketing. This is primarily because it involves interacting and dealing with other human beings as customers. Insights can therefore act as the guiding light that helps marketers successfully navigate brands through the extremely cluttered, congested spaces that are a feature of most consumer markets.
However, given the fast-paced and dynamic nature of modern human interactions, working with insights can prove to be quite a challenge. Identifying behavioral glitches is not difficult; however, understanding, simplifying and transforming this information for productive, actionable use, and combining it with the right brand solutions is what can be a tricky task and a major hurdle. Marketers can turn to modern technology solutions to address this issue.
2. The importance of technology
The present day alliance between creativity and technology is an interesting subject that captures people’s attention and gives wings to imagination. Technology facilitates the adoption of campaign insights and their application to different platforms to suit the platform’s context and audience, thus making is easier for marketers to derive actionable lessons. Garnering insights and generating analytics help ensure that the marketing ecosystem keeps functioning exactly the way it should – delivering results that really matter.
However, technology alone cannot be the savior, as the challenge of creating good content at scale remains - this may not be the biggest, but it is perhaps one of the most daunting challenges a digital marketer faces.
3. An agile creative process
While technology may be important, it helps for marketers to remember that it is just a tool that amplifies the strength of their message by making it more interactive and helping engage with the audience in new and unprecedented ways. Instead, a fresh focus should be maintained on agile creative processes that can aggregate collective inputs and test the insights derived to generate messages that strike a strong emotional chord. These processes should be cross-functional, with the ability to extract significant observations and ideas from all participants.
Application of the Agile SCRUM workflow techniques, usually associated with software development, can help ensure faster output, while also enhancing the quality of the content generated.
4. Building on human relationships
A detailed and exhaustive digital brief can serve as a first stepping stone on the road to building effective human relationships that deliver valuable results. An excellent brief helps creative minds focus on what is really important, and eliminates all redundant communication that only hampers rather than supports digital initiatives.
Building a strong human connection with customers could therefore prove to be ‘the’ solution you are seeking. Understanding exact customer requirements and building communication around it can help in generating a robust ROI that is expected from every successful marketer. A relationship that is based on mutual trust, respect, and understanding can go a long way in achieving this goal.
Marketers who comprehend and manage to stay abreast of these trends can match pace in modern competitive markets and achieve exceptional business success in the days to come.
