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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