In today's world of increasing
technology adoption, shrinking product life-cycles and waning customer loyalty,
traditional marketing methods are failing to strike gold. The Multi-coloured billboards
dotting the city landscapes are gradually waning in their efforts of winning
over the modern day tech-savvy customer. The world has become SMARTER and the
power of a click and swype has conquered boundaries and demographies alike. In
such a situation, the advent of SMAC has drastically changed the way marketers
look at the world. Apart from this, the huge competition for market share has
seen companies all over the world shelling out enormous amounts for marketing
activities. With more money comes more responsibility and the use of technology
for optimising the spends becomes extremely important in fulfilling these
responsibilities in a justified manner. Traditional marketing departments were
devoid of people who could justify the marketing spend based on their technical
expertise. This transformation in the marketing world saw the evolution of the
Marketing Technologist. Bridging the gap between Marketing and IT is the prime
role of a Marketing Technologist.
Digital touch-points and footprints
have become order of the day; the cookies have virtually given
the grip of our everyday activities to the marketing experts. Here, the
marketing technologists play a key role in the selection of appropriate
software solutions and devices necessary for engaging the customers of today in
a cost effective manner. Selecting the right mix of e-marketing channels,
integrating the various promotional schemes and ensuring the homogeneity of
content across multiple platforms are certain avenues wherein the marketing
technologist needs to guide the marketing vertical. With the advent of
analytics, the campaign measurement quotient has become very important and thus,
the spends are bifurcated based on the success of the touchpoints. In a
nutshell, Marketing Technologist has emerged as the key enabler of marketing
decisions in today’s maze of optic fibres and connected consumers.
For more, please check out:
No comments:
Post a Comment