APRIL 20208MARKETING IN A TIME OF GREAT CHANGEBy Ajit Sivadasan, VP & GM, Lenovoe are arguably in an era of marketing that is at a historical high in terms of uncertainty, change, and excitement created by advances in technology and an evolving demographic. Customer expectations has increased exponentially; thanks to the constantly evolving and disruptive innovation landscape. This undoubtedly creates both challenges and opportunities for many brands. So, what are the big challenges and opportunities for brands when it comes to disruptive marketing and how must one handle these changes?The first and most important trend that has impacted marketing profoundly is the ability for brands to measure things in a much more granular manner, in near real time. The vast digital footprint of customer interactions is making it possible for all kinds of sophisticated data driven marketing and measurement. As more customers have become internet enabled and spend more time online, brands and marketing agencies have become savvy in understanding how they navigate the online space and how to target them with products and services that maybe appropriate for them, contextually and otherwise. Second, social media trends continue to show that `reach' effectiveness as a metric continues to trend up--meaning, the ability for brands to reach a significant part of the population in the least amount of time at the most efficient cost metric. This is an increasingly important trend for brands and marketers. Third, mobile, as a customer interaction and consumption touchpoint is increasingly driving a behavioral shift at a generational level that is/will profoundly change how customers are making decisions. A brand's ability to understand this clearly from a marketing standpoint is crucial for managing costs in their marketing efforts as well as for consideration of their overall sales and marketing effectiveness. And finally, a number of emerging technologies threaten to disrupt the status quo of marketing further, in a mostly positive manner, in the long run. Artificial intelligence based solutions, smart devices, AR/VR concepts, deep and machine learning capabilities WIN MY OPINIONData driven, results oriented Global Executive, Ajit comes with a track record of driving significant and successful digital and business transformation
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