2020 was the year everything changed. Pre-coronavirus, the world was relatively predictable, there was a playbook that worked and brands knew where they fit. Now we live in “unprecedented times”, the upheavals of the COVID-19 pandemic has sped up the adoption of technologies in marketing. These changes will be around for a long time.
Technology is enabling marketers to engage with every individual customer in a personalized and meaningful way – a dream previously considered unattainable. Technology-driven marketing is based on individual real-time needs, interest and behaviours. Recently, I purchased makeup off a retailer’s website. Three days after my online purchase, the retailer sent me a beauty-themed email. Intrigued, I clicked the link and watched a skincare tutorial video. Five days later, I received a message nudging me to use the retailer’s mobile app to unlock a 10 per cent one-day discount on female footwear. Although I had never purchased such items at this retailer, I bought a pair of shoes. My journey as a consumer had metamorphosed into a deeply engaging experience. Leveraging technology, marketers use real-time data in a way that is relevant to customers and profitable for organizations.
Make no mistake the future of marketing is intelligent technology. However, concerns around information security and privacy risks will continue to be a source of concern for consumers.