A number of technological tools help modern marketing techniques provide a highly personalized customer experience, often through strong analytics providing a more targeted audience. As the number of tools and options rises at rapid rates, marketers are faced with increasingly complicated decisions surrounding their strategy. Nick Kohlschreiber pushes them to carefully weigh the numerous paths available and focus on methods that best fit their brand, offering the highest level of direct access to their targeted consumers. Kohlschreiber also advises firms to constantly reevaluate their strategies in light of emerging paths that may ensure even higher degrees of innovative and strategic advertising. By continuing to follow evolutions in technology, marketing experts can stay ahead of new trends, adapting to changes while receiving optimal results.
Comprehensive technological advances and social media have permanently altered the nature of marketing as a whole, a sentiment Guardian contributor David Benady noted prior to a panel discussion in front of industry executives. “Real-time conversations brands have with people as they interact with websites and mobile apps has changed the nature of marketing,” Benady noted. “The modern-day marketing department needs to combine the creative side of the discipline – using powerful narratives to tap into people’s wishes and aspirations – with the technical side of data, digital engineering and analytics.” The potential reach of an advertising campaign has also expanded. Facebook, YouTube, online news, and apps on smartphones and tablets now allow strong ideas to quickly spread and influence in the span of a single moment. “If you come up with that nugget of an idea, you’ve now got such reach that you can expand that and get tremendous coverage just from a little niche idea,” explained Mark Singleton, head of marketing at betting brand Paddy Power.
Marketing has stayed reliant on different forms of technology in various capacities — the relationship is inseparable. Nick Kohlschreiber, a respected entrepreneur from California, points out that large transformations in marketing techniques are already well underway, as consumers spend an increasing life on their smartphones and computers. This has created a problem for brands as they seek to connect with customers through all these devices in real-time, while also creating advertising campaigns that are effective on social media, display advertising and e-commerce.
Marketing has always been reliant upon different forms of technology in various capacities — the relationship is quite inseparable. Nick Kohlschreiber, a renowned entrepreneur from California, points out that a profound transformation of marketing techniques is already well underway, as consumers spend an increasing amount of time on their smartphones and computers. This has created a challenge for brands as they seek to connect with customers through all these devices in real-time, while also developing advertising campaigns that are effective across social media, display advertising and e-commerce.
As the amount of smartphone owners and app downloads have increased like never before, 2016 shaped an explosion of consumer data. Exploiting this, mobile teams are swiftly transforming and profoundly improving their end experience by intelligently engaging users through their lifecycle. Chatbots with the capability to get smarter over time are allowing marketers to reach possible customers with speedy, millennial-friendly responses that are driving both app interactions and sales. Moderately easy to include into a mobile marketing strategy, i.e. Facebook Messenger or Slack, chatbots have also been pushed by the shift in smartphone communication from voice to text and images. In agreement to this trend, Nick Kohlschreiber presumes to witness huge changes in automated messaging campaigns, beginning with personalized parameters. Customization – backed by powerful data – has the influence to touch every key mobile marketing metric. Launching tailored campaigns with manageable content will improve user conversions, decrease acquisition spending, and lead to ROI across the board.