If the Pokémon GO craze of 2016 taught us anything, it’s that the market for extended reality experiences is real and lasting (and a good reminder to look up from your phone every once in awhile).
Gone are the days of one-size-fits-all marketing, and it’s no longer enough to plan your communication around shallow demographic information. Customers expect — and marketers are capable of providing — engagement on a deeper level, and capturing implicit behavioral data is key. A recent Econsultancy study revealed 81% of marketers feel they contextually understand their customers, but only 37% of customers agree the messaging they receive is relevant.
Most marketers use email lists to reach out to current customers and try to connect with new customers. It’s tried and true, but have you thought about the health of your email list or lists recently?
The key to data is using it effectively, to seek out and test the best ideas for better results. IBM’s annual Marketing Benchmark Report is a way for any company in any country to compare and contrast their digital marketing efforts against not only your “average” but your “above average” competitors.
As a company of marketers who love a healthy dose of storytelling, we can’t help but interview interesting people about what they’re most passionate. We snagged IBM Watson Marketing Lead Brian Rants and chatted about the way marketing automation is changing, where it’s already been, and what nerdy thing we should be looking forward to.
Digital agencies have evolved in interesting ways over the last decade. And I mean “interesting” in a good way. The commoditization and disruption of the very components that make up the digital agency business model have led to new levels of creativity, new ways of understanding and applying data and numbers, and have pushed agencies to think about what makes their approach different from their competitors.
Exponential growth in the marketing technology products and solutions market isn’t a new thing. Scott Brinker’s annual research puts us at 6,829 marketing technology solutions from 6,242 unique marketing technology vendors in 2018. There were around 150 in 2011, which means the important question is not how to keep up, but how to train yourself and your team to effectively evaluate new technologies.
Surfing the internet in the late ’90s and early ’00s took patience. Internet connection speeds were slow, user experience was an afterthought, and web page designs looked a lot like the Space Jam movie page still looks. And over in the marketing world, online advertising was on the rise.