Marketing trends never stay the same, and the ever-changing technological trends have made it even more difficult for marketing professionals to carry out their responsibilities effectively. Gone are the days when TV, newspapers and other forms of print media were the only tools used to reach out to the masses.
The advent of internet, followed by rapid technological advancement, keeps marketing professionals on their toes all the time. They have to be tech-friendly, and, of course, creative at the same time. The target market for any particular product can now be reached rather easily as marketing messages can now be delivered directly to consumers via their smartphones.
On one hand, this has created ease for marketing professionals, but on the other hand, it has brought additional responsibility to them, as they have to understand the delicacy of reaching directly to the consumer.
“Advances in mobile technology–a combination of what already exists becoming more prevalent and adopted behavior–will allow everyone to stay more connected to the things they love. This creates a positive challenge for brands to create even better experiences for the consumer. Yes, we can all be reached 24/7 but it has to be good or we will switch off,” Justin Cooke, CMO, Topshop, said, via fastcocreate.
It is certainly an important issue that is ignored by many marketing companies. Burdening the consumers with advertisements or reaching out to them at an undesirable time could create brand hatred, instead of brand promotion.
This is one the main challenges, but not the only one, that marketing professionals expect to face in 2013. Michael Krivicka, founder, Thinkmodo, is of the view that YouTube videos can be created in such a way that they become more appealing to the people watching the videos on their smartphones. Krivicka said:
“I think our work will start adapting to a mobile experience more and more, starting with the ideation process. Knowing that fewer people watch our videos sitting in front of a computer is a good thing–things will get more active and dynamic and, more importantly, a lot more fun.”
Another major concern for marketing and advertising professionals is that the continuous growth of different brands has made their messages pretty similar. In this case it is difficult to maintain uniqueness in any given brand, and the professionals agree that they must come up with a different tactic to maintain the element of uniqueness in all brands.
Source: fastcocreate
Photo: mltcreative
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