New approaches in marketing are definitely shaped by technology. Consumers demand increasingly more interactive, personal and interesting experiences, and that is the charm of technology. It is therefore not unusual that the year 2020 brings exponential growth of new technologies, even greater importance of interactivity, growth of artificial intelligence use and, as a result, even more personalised communication.
Mobile apps, social media and chatbots are digital touch points which are part of a consumer’s everyday life. What does this mean for brands? Nothing else but thousands of opportunities to reach the consumer.
Creating surpluses is the goal of every successful company; in order to reach the objectives pursued, these companies carefully plan their activities, monitor them, manage and optimise them and, in the end, exceed them. Any surpluses are a consequence of an alignment between the trademark and agencies. The key to the success of the trademark therefore depends on the excellence of all aspects of the marketing strategy, prepared by the agency for a contracting entity. In practice, this is usually simple to achieve by employing specialisation and participation among different agencies.
As consumers, we are increasingly inspired by stories and excellent offers; in the future, the most successful brands will be the ones building their story around the needs and interests of their consumers. Previously, the creators recognised said needs and interest intuitively; nowadays, however, we can check them very effectively by using data. Today, data are considered to be the compass when it comes to planning communication and advertisement action.
Trademarks with a clearly defined data marketing strategy and an insight into the needs of their consumers are able to use adapted activities to target consumers in a more comprehensive, efficient manner.
A comprehensive overview of the collected data in all departments of the company improves the business decision-making and competitiveness of the company on the market.
The decision journey of modern omni connected consumers has changed radically over the last ten years. The rapid development of technology affects the formation of new points of consumer contact with a brand that are crucial for the consumer decision journey. Therefore, brands have strongly focused on understanding what drives consumer decisions and what affects their purchase journey.
Day and night, plus and minus, yin and yang – they all have something in common: one element cannot exist without the other. We know such an example also in the digital ecosystem. These are pushing and pulling forces by which we are trying to influence the behaviour of digital media users. Of course, the strategies differ because of the endlessness of push/pull opportunities.
Surpluses in the dynamic digital ecosystem can only be generated through a sound strategy and an innovative combination of advertising approaches. These must be based on data and technology to ensure the possibility of continuous optimising and thus enriching the funds invested in the form of improved results.
Often, there is a miscommunication between the marketing department and the designers. It can already be tricky to properly understand the differences between the image files. For marketing experts to communicate better and easier with the designers, it is advisable for them to understand the basic terminology and the key characteristics of the most common image files. This facilitates communication between the departments and improves the efficiency of project implementation.