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When marketers discuss the future of marketing, which they often do, it is in an effort to keep abreast of the ever changing, fast-paced environment of technology and online media. Information technology is currently dominating global communication; unsurprisingly, marketing as a form of communication is greatly influenced by technology, online communications, and social media. Technology also provides new sources of information. Neglecting to capitalize and employ the greatly varying forms of online or tech-influenced communication can deprive your business of an increasingly important avenue to reach your target audience. Ignoring technological advances in data gathering and implementation can also leave you trailing behind your competitors.
If you choose to market a product or service online, following new trends, platforms, and technological advances enables you to stay relevant. The future of marketing becomes an intriguing concept. Are you using the newest technology and most popular online media platforms to communicate your message? Should you use paid, earned, or owned media? Are you up to date on the latest developments in data and analytics? Are you aware of changing societal attitudes towards such technology?
Every year industry influencers make predictions on what up and coming and hot concepts are worth watching or implementing in the next year. Some of the recent predictions, for example, advise paying attention to such things as mobile marketing, transparency, content as currency, social networks, customer relationships, more accurate analytics, ethics, automation, and a customer-centric approach.
Effective marketing that enables you to stay current in today’s fast-paced and quickly changing tech dominated marketplace requires reading, research, and networking in order to be aware of what is happening in the industry. Blogs, news, and reports offer invaluable information in this regard. Travis Wright of CCP Global, in an article published on INC, suggests various blogs and platforms to follow to stay current and better understand new developments, including MarketingProfs, Business Insider, Influence & Co., HubSpot, Kissmetrics, Hootsuite, and Moz, depending on your focus. Reports come out every year on new marketing trends, sales results, and general attitudes and opinions amongst marketers and the general public. Some of the most well-regarded and well-known include: Salesforce’s “State of Marketing,” Gartner’s “CMO Spend Survey,” Content Marketing’s “Benchmarks, Budgets and Trends,” Hubspot’s “State of Inbound,” Google’s “Year in Search,” and Scott Brinker’s “Marketing Technology Landscape Supergraphic.”
Understanding and correctly predicting the future of marketing can give you a crucial leg up on your competition, and enable you to keep your marketing current and less likely to become obsolete.
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