The Marketing

The marketing profession is going through a major transformation. Traditionally, marketing focuses on three key responsibilities: understanding the customer, how and where to market and building the brand promise.These responsibilities are now transforming into new dimensions that require marketers to function and collaborate differently.We are talking about the new marketing imperatives of understanding the client as an individual, having a clear view of the client experience journey or the systems of engagement and lastly, integrating the company’s culture and brand to be authentically one.With today’s Big Data, a marketer has the potential to transform his/her role and use the new insights to drive strategic decisions for growth and competitive advantage.Big Data—the enormous volume, variety, veracity and velocity of data being produced—holds tremendous potential for the marketing function.With the right marketing mix, marketing professionals can use Big Data to better understand individual customers, predict their behaviors, create tailored interactions and maximize the value of each interaction.Gone are the days where we just talk about understanding markets. We have moved onto a smaller rabbit hole that promises much more. Marketers now need to understand each customer as an individual.
Maximize each engagement
Customers are individuals. To be a successful marketer, one needs to go beyond broad customer segmentation to determine individual preferences and anticipate individual behaviors.
By understanding each customer as an individual, one can develop highly targeted promotions, determine the next best action for each individual and deliver a tailored experience—one that improves outcomes and increases return on investment (ROI).
Social media sentiments are crucial especially for business to consumer (B2C) enterprises. Collecting and analyzing the content from social media must be a top priority.
The volume of social media content is staggering: Every minute,...