Page 14 - index
P. 14
RESEARCH, ANALYSIS & TRENDS
Marketing challenges to face up to in 2017
This year, you will have to deal with a growing number Sustainability: The optimal customer experience
of touchpoints and technological innovations in order to has long been the declared the main goal in market-
be able to enter into a real dialogue with the customer ing. However, it is becoming more and more im-
and to provide an optimal and above all sustainable portant that positive experiences with the brand and
customer experience. Hence, you should consider rede- the products have to ensure lasting customer satis-
fining your role in the company to keep up with today’s faction. Therefore, it is important to inspire custom-
fast-paced digital age. ers and involve them emotionally for loyalty reasons:
The fact is that only those who are willing to change can Create a holistic, consistent customer experience
stay future-oriented, which is why you should keep the across all touchpoints - from the initial contact to the
following current trends in mind: purchase, use and maintenance of a product, as this
is the best way to gain loyal supporters for your
Technology: Digitalization is both a challenge and a brand.
solution for marketing. Despite the constant drastic
changes in our industry, technological progress is Customer dialog: In the future, it will become
also a great support for new marketing tasks. Tech- more and more important to communicate relevant
nology gives the marketer scope for creativity, strate- messages to interested parties and customers at the
gy and design, besides standardizing or automating right moment and at the right touchpoint in an indi-
the underlying processes, and making data and con- vidualized way - along the entire Customer Journey.
tent available to all parties at central locations. This But how do you get to know what your prospective
ensures greater efficiency and transparency in mar- customer needs at what time? You can only get to
keting. know this by listening carefully to his/her needs and
wants. In fact, it is the most important prerequisite
Touchpoint explosion: Not only does digitization for addressing their individual needs.
lead to an ever-growing number of touchpoints,
where potential customers get in contact with your Collaboration: The marketing of the future bun-
company, but it causes content to become obsolete dles an enormous range of data from different
as quickly as products, too. Not to mention that the sources, systems and departments. In this way, the
expectation of your (potential) customers for person- marketer literally becomes the conductor in an or-
alized content and relevant information increases chestra of different people and themes. Against this
enormously, and they want the communication at the background, he must not only bring all the persons
right touchpoint and in real-time. Hence, you should involved within the company to a table, but also
automate your communication processes more inten- build the bridge to the customer. A prerequisite for
sively and provide your messages consistently at all technology is therefore obviously that the marketer
touchpoints. accepts such a new role and is happily taking it on. ◊
By MediaBUZZ
14 January 2017 - Digital Marketing Trends & Predictions
Marketing challenges to face up to in 2017
This year, you will have to deal with a growing number Sustainability: The optimal customer experience
of touchpoints and technological innovations in order to has long been the declared the main goal in market-
be able to enter into a real dialogue with the customer ing. However, it is becoming more and more im-
and to provide an optimal and above all sustainable portant that positive experiences with the brand and
customer experience. Hence, you should consider rede- the products have to ensure lasting customer satis-
fining your role in the company to keep up with today’s faction. Therefore, it is important to inspire custom-
fast-paced digital age. ers and involve them emotionally for loyalty reasons:
The fact is that only those who are willing to change can Create a holistic, consistent customer experience
stay future-oriented, which is why you should keep the across all touchpoints - from the initial contact to the
following current trends in mind: purchase, use and maintenance of a product, as this
is the best way to gain loyal supporters for your
Technology: Digitalization is both a challenge and a brand.
solution for marketing. Despite the constant drastic
changes in our industry, technological progress is Customer dialog: In the future, it will become
also a great support for new marketing tasks. Tech- more and more important to communicate relevant
nology gives the marketer scope for creativity, strate- messages to interested parties and customers at the
gy and design, besides standardizing or automating right moment and at the right touchpoint in an indi-
the underlying processes, and making data and con- vidualized way - along the entire Customer Journey.
tent available to all parties at central locations. This But how do you get to know what your prospective
ensures greater efficiency and transparency in mar- customer needs at what time? You can only get to
keting. know this by listening carefully to his/her needs and
wants. In fact, it is the most important prerequisite
Touchpoint explosion: Not only does digitization for addressing their individual needs.
lead to an ever-growing number of touchpoints,
where potential customers get in contact with your Collaboration: The marketing of the future bun-
company, but it causes content to become obsolete dles an enormous range of data from different
as quickly as products, too. Not to mention that the sources, systems and departments. In this way, the
expectation of your (potential) customers for person- marketer literally becomes the conductor in an or-
alized content and relevant information increases chestra of different people and themes. Against this
enormously, and they want the communication at the background, he must not only bring all the persons
right touchpoint and in real-time. Hence, you should involved within the company to a table, but also
automate your communication processes more inten- build the bridge to the customer. A prerequisite for
sively and provide your messages consistently at all technology is therefore obviously that the marketer
touchpoints. accepts such a new role and is happily taking it on. ◊
By MediaBUZZ
14 January 2017 - Digital Marketing Trends & Predictions
