"When brands believe technology will mitigate their need to intimately understand their audience, they will undoubtedly lose in the battle for attention. As search becomes more complex with a true understanding of voice and context being needed, surfacing content will not be the biggest challenge. The biggest challenge will be about creating an experience and narrative that people truly want to engage with."
"Digital is now ubiquitous in all marketing strategies - even the industries that previously lagged behind are starting to see the benefits of utilising digital, to help future-proof customer acquisition in turbulent market places. We've seen a shift over the years from a mass-media centric, one-to-many approach, to digital enabling data-driven, one-to-one tactics. The next phase is, what Forrester calls, 'post-digital', where success will be determined by marketing's ability to adapt to one-to-moment marketing."
AI and big data will remain central, widening the gulf between companies that know how to use them and those that do not. Brands that rely on technology without deeply understanding their audiences risk losing attention. Search is becoming more complex as voice and context understanding are required, shifting the main challenge to crafting engaging experiences and narratives. Digital has become ubiquitous across industries, evolving from mass-media one-to-many to data-driven one-to-one tactics. The next phase, 'post-digital', will demand one-to-moment marketing. Marketers must influence the entire business, represent the customer voice, shape customer experience across front-line, product development and post-sale, and prove ROI through attribution.
Read at The Drum
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