The world is facing major challenges due to the spread of the new coronavirus infection, and change is required in every industry. At the forefront of this, the role of marketers is to understand consumer needs and come up with new measures that emphasize customer experience (customer experience/value).
It will be necessary to review the approach taken so far in marketing methods and utilize AI (artificial intelligence) and technology to advance reforms in line with the new normal era.
We will explain the latest developments in marketing that are important for corporate growth, such as the technologies needed to survive the rapid changes of the times and the top priorities for strategic transformation.
What are the top priorities for marketers?
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6th edition of “Marketing Latest News” reveals trends to survive change
The global pandemic of the new coronavirus is requiring major changes in corporate marketing.
As shown in the figure above, according to the results of a survey of marketing leaders around the world on the latest situation, “innovation” was chosen as the most prioritized measure.
We will carry out digital transformation such as AI to accurately understand rapidly changing consumer needs and reliably gain insights from the data we collect. It can be said that technology will be essential in future marketing measures.
The second challenge that marketers recognize they need to address is “real-time customer engagement.” Consumer expectations for corporate marketing are on the rise, and another survey on customer experience found that more than 80% of consumers said that “customer experience is as important as products and services.” .
They will need to connect with consumers in real time through a variety of digital initiatives and aim for successful customer engagement.
Over 80% of marketers use AI
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6th edition of “Marketing Latest News” reveals trends to survive change
Utilization of AI data is essential for marketers. The number has increased by about 30% since 2018, and it was found that more than 80% of marketers were using it in 2020.
The average number of marketing tools managed is six, which is three more than two years ago. Global trends predict that “the amount of data used by marketers will continue to increase.”
What is the key to B2B marketing?
In B2B as well, there is a tendency to emphasize “engagement” and “empathy” in the same way as with general customers.
Research shows that over 90% of marketers are using account-based marketing (ABM) programs to address their customer challenges.
ABM is a strategy that thoroughly analyzes and approaches target customers defined by the company’s sales staff, digital data, and AI.
If you use ABM effectively, you can increase the loyalty of existing customers, and you can also expect to improve LTV (customer lifetime value).
summary
In addition to the diversification of consumer needs, digital reform is urgently needed in order to respond to the rapid social changes of the new normal era. It can be said that “marketing using the latest technology” and acquiring “real-time customer engagement” hold the keys to business growth.
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6th edition of “Marketing Latest News” reveals trends to survive change