An incredibly valuable relationship has been long in existence between digital technology and marketing. Founder of an innovative media company, Go Ads, Nick Kohlschreiber points out that a profound transformation of marketing techniques has been underway for about a decade due to consumers spending an ever-increasing amount of time on their smartphones, tablets, and laptops. This has created a challenge for brands as they seek to connect with customers on all these devices in real time while also developing advertising campaigns that are effective across social media, display advertising, and e-commerce.
Sweeping technological advances and the extensive reach of social media have permanently altered the nature of marketing as a whole, a sentiment The Guardian contributor David Benady shared back in 2014 prior to a panel discussion with industry experts. “Real-time conversations brands have with people as they interact with websites and mobile apps has changed the nature of marketing,” Benady wrote. “The modern-day marketing department needs to combine the creative side of the discipline – using powerful narratives to tap into people’s wishes and aspirations – with the technical side of data, digital engineering, and analytics.” The experts at Go Ads, argue that the potential reach of an advertising campaign has also broadened. Facebook, YouTube, online news websites, and integrated mobile apps allow powerful ideas to quickly spread and exert influence in the span of a single day. “If you come up with that nugget of an idea, you’ve now got such reach that you can expand that and get tremendous coverage just from a little niche idea,” Mark Singleton, head of marketing at betting brand Paddy Power, asserts.
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Nick Kohlschreiber recognizes that much has changed since that industry forum, and it has been in a positive direction for the relationship between marketing and technology. Various technological tools are enabling modern marketers to deliver a highly personalized customer experience, often through insightful analytics that provide a more targeted audience. As the number of tools and options continues to grow briskly, marketers are faced with increasingly complicated decisions while making choices about their strategy. Nick Kohlschreiber encourages them to carefully weigh the numerous options available and focus on methods that best align with their brand while offering the highest level of direct access to their targeted consumer base. He also advises companies to constantly reevaluate their strategies in light of emerging entities that may ensure even higher degrees of innovative and strategic advertising. By continuing to embrace technological progress, marketing experts can stay ahead of the latest trends, adapting to changes while achieving optimal results.
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