Marketing has always been heavily data-driven and full of repetitive processes. This is precisely why we are at the start of a revolution, as technology is transforming the way we work and how marketing operations are set up. Collectively, generative content, AI process automation, decentralised martech, and optimal user experiences are revolutionising the business.
As a business, you want to create a custom omnichannel experience. For that, it is not enough to just publish omnichannel content: you need to move to true personalisation with an always-on strategy. This can only succeed with dynamic digital content, and this requires a transformation in the field of content creation and distribution, both in terms of methods and technology.
This transformation is enabled by a number of technical breakthroughs that affect the way a marketing operation works, the technical architecture of a marketing operation, and ultimately its interaction and relationship with customers. Well-known examples are, of course, chatbots, AI, and the developments within Web 3.0. We see a number of trends that offer great opportunities.
In particular, the following emerging technology trends will fundamentally change the way we work: generative content, predictive analytics, AI-driven process automation, decentralised martech architecture, and optimal, personalised omnichannel experiences.
Commitment, transparency, and trust still form the foundation, especially with all these new opportunities. Deploy these new technologies carefully and with integrity. Certainly don't leave everything to AI: apply it in a targeted way up to a certain level, and focus on the manageability and controllability of how you as a company communicate with customers and stakeholders. That way, you use it as an efficient tool, not as a substitute for human involvement and judgment.
Clearly, these technological developments are also leading to a fundamental change in how your customers search, find, process, and apply information. In a world where consumers are increasingly in control of what they see when and on what device, it is the job of brands to provide the right information at the right time. It is therefore no longer about pushing consumers through a funnel, but about serving their needs and providing them with the knowledge to help them grow.
This revolution is going to lead to a redefinition of many disciplines. Any field that revolves around data and knowledge, where there is interpretation and repetitive decisions, and where content is created to trigger actions, will be affected by these trends. Besides fundamentally changing the way we work and engage with customers, technology will lead to a new wave of digital innovation.
Work carefully and substantiated if you want to take maximum advantage of all the opportunities. Take and stay in control of the marketing operating models of the future with your own digital engagement engine. Encourage responsible and sustainable digital practices that put privacy, security, and inclusivity first. And nurture a learning culture, with innovation at its core, to bring out the full potential of these innovations. This change, like any change, comes with opportunities, threats, and feelings of uncertainty. A thoughtful, well-informed, and orchestrated, step-by-step approach really makes all the difference here.
About the author: Marco Fredriksen is a Founding Partner and digital accelerator at FULL FORCE DIGITAL.
This article was originally published by Emerce.nl (in Dutch)