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Marketing Automation, Content and Data — The New Triumvirate

Changes in the market and consumer behaviour will have a major impact on the fundamentals of marketing as new trends catch up in 2016

Photo Credit : Shutterstock


Increasing Mobile Usage
As mobile usage follows increasing penetration, we see a more pervasive use not merely in the realm of information seeking but in active commerce and service transactions. With the focus shifting to smaller screens, brands are able to strike up a more personalised relationship with customers.

Impact On Purchasing Decision

Consumers’ search behaviour is becoming erratic. A sudden thought might prompt a search on a phone or tablet, which may ultimately bring up different results and/or have a different user experience, impacting perception.

Brand transparency Customers are seeking more responsibility (e.g. is your fairness cream promoting a positive self-image?) from brands. This trend will continue with customers, especially millennials, becoming more demanding in their expectation of transparency.

Digital Transformation
I foresee a change from ‘digital silos’ to an integrated team as part of brands’ journey of digital transformation. The idea of a ‘post-digital world’ has been bandied and the use of digital media and technology in marketing has become commonplace.

Owning Audience
By cultivating brand community and entering into direct conversations with customers, brands want to create loyalists and advocates. In the future of marketing, branding and marketing efforts will have their seeds rooted in what customers are talking about. Their responses and feelings towards the brand will dictate campaigns.

Given the changes in consumer behaviour, brands will need to innovate more efficiently to create more value for customers. That said, great service would never go out of style. Marketing automation is clearly the dominant area of focus, closely followed by content marketing and finally Big Data.

Marketing Automation
The top trend for the year ahead is marketing automation, whereby you use software to optimise, automate, manage and execute tasks. Marketers are seeing the benefits of making improvements across the customer life cycle.

Content will be king Content, especially good visual content, will rule the online marketing world, evolving into various forms and disrupting conventional marketing models.

Impact Of Data
Personalised data-driven marketing will become more refined as Big Data has a direct impact on how successful a brand’s marketing automation actually is. Marketers see the power of actionable insight and data-driven marketing.

Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house. Unless otherwise noted, the author is writing in his/her personal capacity. They are not intended and should not be thought to represent official ideas, attitudes, or policies of any agency or institution.

Shubhradeep Guha

The author is VP, global lead – Digital Marketing and Content, SapientNitro

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