Page 4 - AeM_January_2019
P. 4


             Adapt to future marketing or go down

             the drain

            Marketing  has  become  ‘really’  digital  in  the  last  20   customer with some luck.
            years:  we  have  email,  search  (SEO  and  SEA),  social
            media  and  content  marketing,  affiliate  marketing,   Where is the problem?
            influencer  marketing  and  native  advertising  –  all
            measurable, everything personal and individualized.   •  Technology: Today, tools are still so complicated
                                                                     that no one can build a website intuitively. Even the
            That seems to be good, but the fact is that we still stay   acclaimed  WordPress  is  awkward  and  contains
            behind  the  possibilities:  content  management  systems   tons  of  useless  code,  search  engine  optimization
            are bulky, emails are not displayed on different devices   (SEO)  is  a  topic  by  itself  and  "individualization  is
            as  we  like  it,  personalization  is  mostly  limited  to  the   often most frustrating.
            salutation,  and  most  B2B  accounts  in  social  media
            interact  so  intensely  with  customers  as  an  advertising   •  Focus:  Generally,  we  want  the  customer  to  buy
            pillar.                                                  what we produce - but this focus is wrong. Rather,
                                                                     we have to ask what the customer wants – or even
            Besides that, the colleagues in marketing are often still   better,  what  he  needs  or  how  we  can  solve  a
            overwhelmed  by  the  technology  and  rely  on  external   problem  for  him  -  and  then  create  content  that
            agencies, the statistics are only looked at to justify the   wows  him.  The  art  is  to  produce  relevant,
            budget  and  nobody  keeps  an  eye  on  the  customer   interesting  and  amusing  (remember  RIA)  content.
            journey.  There  is  a  lack  of  strategy,  clear  personas,   We  have  to  stop  to  adapt  the  customer  to  the
            individualization and every shop looks the same. Is that   content. Instead, marketing must explore what’s on
            the beautiful new digital world?
                                                                     the  customer’s  mind.  If  we  do  it  right,  we
                                                                     understand  the  customer  better  than  he  does
            Clearly,  there  is  still  a  lack  of  real  understanding  of   himself and can do more for him than he demands.
            digitization and digital transformation, since we continue
            to create most of the time generic leaflets and ads when
            trying to get attention, knowing that it will only reach the

      4            January 2019 - Digital Business Trends Predictions
   1   2   3   4   5   6   7   8   9