Page 10 - AeM_Jan_2018
P. 10

RESEARCH, ANALYSIS & TRENDS









































             Marketing teams must evolve in 2018 to

             get their act together



            When talking about technology, a lot has changed in the   H. Davenport called the “Attention Economy”. For
            marketing industry in recent years, but structures and   communication strategists, the central question is no
            teams have largely remained the same. Hence, it is   longer just "How do I reach my target audience?", but
            believed that 2018 is the year in which the internal   also "How do I get the attention I want?", whereby the
            organization gets adapted to external technologies,   (digital) customer experience plays a decisive role. Fact
            simply because a renewed disruption is necessary this   is that our attention span has never been shorter,
            year, so that the potential of new advertising       consequently, less is more in terms of content strategy.
            technologies can be exploited.                       Content is no longer consumed just because it's there,
                                                                 but has to provide added value. Besides user-
            Restructuring in Marketing: Creative Operations      generated content, high-quality content created
            Management is on the rise, which means advertisers are
            breaking away from creative agencies in their day-to-day   inhouse is becoming more important, too.
            business to cope with dynamic communication          User-generated content is challenging: It sounds
            processes. To do so, companies not only need         tempting to strengthen the very own product and
            specialized, external freelancers, but also well-    corporate brand with free content, which authentic, user
            established internal teams - not least because both B2C   -generated content exactly promises. However, without
            and B2B communication must be personal and           proper management, it can become a threat to
            entertaining. Against this background, many marketing   businesses that don’t take precautions to avoid the
            departments have to realign themselves and unite     pitfalls of copyright infringement and lack of quality.
            different individual skills in a team. Digital know-how is   Disregarded license terms (footage) mean huge
            as much in demand here as traditional marketing skills,   financial risks for companies, which is why it is
            for example in the areas of corporate communications   advisable to provide users with visual content - which
            and event management. The aim is to increase personal   has to be organized in a way that sources, license
            ties with customers and to be able to react quickly to   conditions and access rights can be traced and
            events. This requires integrated IT systems that meet   controlled at any time. To enforce the desired quality
            management requirements as well as the expectations   standards, previously defined community guidelines
            of the creative community.                           help, too.
            Digging deeper into the era of Attention Economy:    Artificial Intelligence (AI) takes personalization to a
            We live in an age of information overload, which Thomas  new level: Currently, only very few companies manage
      10            January 2018 - Trends and Predictions
   5   6   7   8   9   10   11   12   13   14   15