2014 is coming to an end, so we’re bringing you our Top Ten Digital Trends for 2015. Over the next 10 days, we’ll be sharing a daily trend that we think will be big in the world of digital in 2015.
Starting at number 10, we’re looking forward to the ever evolving role of marketers. Last year we predicted that the role of the marketer was moving from “Mad Men” to “Maths Men” and, while this transformation is underway, we believe 2015 will see rise to the technology marketer. With users spending more time on mobiles, tablets, laptops and Smart TVs, the world is now connected in every aspect of life, with more opportunities for brands to engage with consumers in real-time.
Technology has particularly helped four areas of marketing; speed, relevance, reach, and measurement. Smart ad-buying mechanisms such as Google RTB, Facebook RTB and AppNexus have revolutionised the way in which customers can be engaged with in real-time and at a speed that traditional ad platforms can’t deliver; improving the reachability and relevance at which a brand can engage with its audience. Now creative smart marketers have two options; either work closely with a technology team that has an understanding of mathematics, computers and new technologies, or transform themselves into ‘technology marketers’.
Arguably one of the most successful campaigns to achieve this in 2014 was the “ALS Ice bucket challenge”. The sublime prominence of the digital medium is realised by the marketer who planned and grasped the importance of using technology to revolutionise the challenge by adding a social invitation as the call to action. Coca-Cola’s equally innovative “Friendly Twist” campaign enabled students to open their Coca Cola cap with another cap only. It spread the love through social media, combined with creativity and technology innovation.
Source: IBM
With marketers becoming more tech-savvy, data and analytics to develop marketing campaigns and the emergence of data availability further supports the transformation of technology marketers. Raw data now allows marketers to optimise the consumer decision journey, accurately target consumers, and measure activity more effectively. Knowing that we live in an ‘always connected world’, smart marketers need to combine creativity with technology.
The importance of technology in marketing is also supported by the growing popularity of conferences and trade shows like TFM&A and MarTech, and the increasing demand for technology related professional courses and learning programmes. Clearly, smart marketers are reshaping their careers by transforming into technology marketers however; the skills gap continues to be a major problem that the industry must face and conquer.
By Fast Web Media.
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