Marta Ortega is an alumni of GNMI and Marketing professor in MMDI. In this article, she explains how technologies are not only useful for marketing strategies in this digital era, but also a revolution on how companies are evolving.
Digital marketing is far from the only industry in which emerging technologies perpetually drive new trends. But for digital marketing professionals, who serve as the bridge between companies and ever-changing consumer demands, staying abreast of these trends is vital to success.
Marketing technologies are what allow us to better predict and understand complex consumer behaviors. This knowledge becomes the foundation for every decision, every campaign, and every strategy throughout your career.
Artificial intelligence, blockchain, virtual reality, augmented reality, and 3D printing are all buzzwords you’ve probably heard over and over again. Look past the terminology, however, and you’d be amazed by how each of these technologies helps marketing teams optimize their efforts and budgets on a daily basis.
Let’s take artificial intelligence as an example. With AI, we can now harness the power of data to deliver a more effective strategy and a better user experience. Today’s digital marketers use AI to create highly targeted content, power chatbots, and set prices based on what customers are willing to pay.
Virtual and augmented reality allow us to take customers through a seamless buying process that blurs the lines between the physical world and the digital one. In an economy that went remote virtually overnight, the implications are endless. Brands can now let customers virtually try on products from clothing to cosmetics right from their smartphone, without ever stepping foot into a store.
In turn, the rising availability of these technologies has elevated consumer expectations to entirely new levels. Customers now demand faster and more convenient transactions that may take place on mobile devices, via voice assistants, within social media feeds, or across some combination of these and other platforms. Every modern digital marketing strategy must be adapted for optimal delivery across multiple channels. It takes skill, creativity, and of course assistance from technologies to give every user the same experience no matter which type of device they’re on.
Thankfully, digital marketers can also leverage new technologies to tackle these tough problems and collaborate more efficiently. Workplace communication platforms have evolved to handle much more than just instant messaging, allowing team members to share media files, join video calls, and organize discussions into threads. Thanks to cloud-based storage, multiple individuals can contribute to a shared project simultaneously from anywhere in the world. Since marketing teams no longer need to be in the same room to work together, companies can tap into the global talent pool and build more diverse teams. Most firms now recognize that digital marketing teams gain a strong competitive advantage from the contributions of individuals with varied nationalities, backgrounds, and experiences.
Up-to-date knowledge of digital marketing technologies makes you a key asset in any business. With better technological proficiency, you can start a bigger conversation about your product or service, design an unparalleled customer journey, and lead the way for long-term value.
But if I’ve learned one thing in my marketing career, it’s that technological proficiency doesn’t come naturally. To keep up with an industry that is ever evolving, you need both a passion for knowledge and a conscious effort to continue learning. It’s by making ongoing education a cornerstone of my professional development that I’ve found success and fulfillment in running my own marketing agency, The Dopeness Agency.