The growth of the internet and proliferation of technology and digital media has completely revolutionised the marketing industry. Digitalisation refers to the transformation of materials, practices, and data to a digital format and has had strong implications for Marketers worldwide.
So how exactly has digitalisation affected marketing?
One of, if not the most significant weaknesses in traditional marketing is the lack of high quality, easily accessible, actionable data. Digitalisation now provides marketers with a plethora of platforms and opportunities to collect precise, detailed data that can be used to drive decisions in all marketing areas.
A further advantage of the digitalisation of the marketing industry has been that organisations can personalise content to individual customers or customer groups. As it is possible to track the action and behaviour of customers at an individual level, it allows for personalised marketing responses to be developed based on such insights.
As digitalisation has allowed marketers to have access to a wide range of customer insights and allows for communications to be targeted at specific customers based on their demographic, geography, or behaviour, it means that the cost of marketing is cheaper. This is because you can ensure that you are only targeting people that have the characteristics consistent with your product offerings.
Automation means that consumers can now be addressed at points in the marketing funnel without requiring a human to supervise activity. It means that when certain actions are recognised, software’s can instantaneously act upon these and send personalised responses or communications, saving money and increasing the chance of conversion.
In the past, marketers were largely in control as exchanges and interactions were all one-way. However, consumers are now taking control of communications, services and interfaces as digital media now allows for shared communications and instant feedback from customers on marketing efforts.
Digitalisation has completely altered media formats, consumption patterns, and connectivity, and it is extremely important to always be aware of new practices, opportunities and threats that come with the digitalisation of marketing.
The increase of digitalisation on marketing means that your marketing team need to be across the latest technologies, be adept at picking up and mastering new technologies, and be able to work in this fast changing landscape. To find this talent for your organisation, you need a strong recruitment partner, who has worked in the area over many years and has a strong digital database of the types of candidates you need.
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