1 May 2018

Introduction to Marketing in 2018

2017 was a year marked by constant technological developments and, although we are still at the beginning of the year, this will be equally disruptive. Today, it is virtually impossible not to recognize the impact that digital transformation has had and has in the world of Marketing. We are not talking about a futuristic concept, on the contrary, it is something increasingly important and that companies should pay the utmost attention in order to ensure their competitiveness in the market.

Marketing has changed and new features are now under way, thus expanding the range of opportunities. Organizations have been forced to redefine strategy in their departments in order to adapt, evolve and incorporate new ways of communicating, in order to get the right message across to their target audience. On the other hand, with these numerous transformations, information has assumed an increasingly relevant role in the day-to-day of marketeers.

In an increasingly connected world, the increase in data volume is exponential, and these data need to be correctly processed and analyzed so that the strategies used are relevant and impactful. Big Data and Analytics are in evidence because of their ability to analyze data and help Marketing departments make the best strategic decisions. Thus, the incorporation of the Big Data concept, has never been so essential, thus coming to revolutionize the areas of Marketing.

Big Data makes it possible to analyze unstructured data from a variety of processes, such as campaigns, sales, relationships, customer service, blogs, social media, among others. Because the data allows companies to know the habits, preferences, and history of interactions with each person's brand, it is also possible to evaluate their buying behaviors and apply knowledge in forecasting their clients' needs and behaviors as well as performing actions of relationship and retention.

Consequently, the routines of this area are now fully optimized. Marketing processes are increasingly accurate and the use of tools that analyze data has become vital for companies, since it enables them to truly understand their customers, identifying their preferences and needs, which represents agility in the processes and the performance of actions with higher return on investment.

And if companies were previously looking at their customers' histories and interpreting outdated data, today it is crucial to monitor their market in real time and even anticipate scenarios so that decision making is as assertive as possible. Not forgetting that the client or potential customer is becoming more demanding.

Big Data represents a huge step for marketing, not just focusing on what the customer wants at the moment, but anticipating their true needs and interests. It is important to emphasize that only through good data management, it is possible to know who your client really is, as well as all his behaviors and habits so that you can determine which are the best strategies to adopt.

Everything evolves and in recent years, we have witnessed the emergence of new trends, from the growth of Content Marketing, to the greater concern of companies in making their channels of social media truly bidirectional, through the bet of companies in generating organic traffic instead to put their entire budget in paid traffic, namely in ads.

These new trends provide companies with a huge volume of content, generated online, on their customers, through various sources such as: websites, blogs, social media, photo and video storage services, browsing data, among others. Having said this, it is essential that organizations can interpret all these data, which is only possible through efficient tools for extracting relevant information.

In this way, Big Data has all the potential to change the way companies manage their relationship with customers, enabling them to identify business opportunities, while also analyzing public reactions to new products by combining data with comments made in social media, blogs, forums, among others. On the other hand, it also allows identifying trends, associations or recognizing certain patterns, in order to improve the consumer experience for the brand.

What about your organization? Is it for these new challenges?

Opinion article published in media Briefing – May, 2018