The five transformational shifts in marketing you need to know

Evolving technology and new customer habits are creating significant shifts in the marketing landscape. In an environment where standing still means falling behind, you need to be prepared for what’s ahead.

In late January 2022, ADMA brought together some of the brightest minds in the industry to talk about the need for the Great Marketing Education and the future of the industry.

During the insightful webinar, we learned about five transformational shifts in marketing Chief Marketing Officer at the Australian Business Growth Fund Trisca Scott-Branagan predicts for the future. Watch the recording.

1. Moving into an era of individualism

Today customer strategies are driven by segmentation. But in the future, Trisca predicts, they will have to be driven by anticipation - which goes beyond personalisation.

“Customers want relevance. So that means as marketers we have to shift from sending out one message to many people to being able to communicate one on one with individuals faster,” she says.

2. A shift from data analysis to modelling

Solid and reliable customer insights are informed by data analysis. But insights will be automated by evolving AI and data models in the future, according to Trisca.

“Customers are relying on intermediaries to engage with businesses. This means that as marketers, we have to shift from a point-in-time analysis to a perpetual analysis that has instant application. It’s automation at scale.”

3. Forget campaigns – it’s about being always-on

With around 80% of customer engagement led through campaigns, Trisca recommends that marketers start thinking about shifting from this approac to an always-on approach.

“Customers want information at the right time. So we have to shift our timing from what suits us to what suits the customer. And that requires quite a bit of infrastructure and process, and a different way of thinking to enable.

4. Move from linear journeys to next best actions

Today, linear customer journeys that are often irrelevant to customers inform our marketing. Trisca says in the future, customer opportunities will need to be driven through next best actions.

“That's because customers want solutions that are right for them. From a marketing perspective, we have to shift from singular journeys to designing and evolving our data model to cater for the infinite outcomes and possibilities.”

5. From ‘could we’ to ‘should we’

As a marketer, legal and compliance help you make decisions around what can do. But as customers become more conscious of ethical issues, you’ll need to move one step further, asking whether you should do it.

“Customers only want to engage with ethical organisations. So just because we can do something, it doesn't mean that we should.”

By embracing each of these shifts, marketers can deliver hyper personalization – and create the next frontier of marketing.

“There's a great opportunity here for marketers, but it's not necessarily a straightforward path. But if we're well prepared for it and have our eyes open, then there's no reason why we can't be successful.”

The secret to staying competitive

Although marketers are busier than ever before, they need to spend time to focus on development and learning, said Stuart Tucker, Chief Customer Officer at hipages Group during the webinar.

And as the war on talent rages, Stuart says, leaders need to commit to developing their teams if they want to stay competitive.

“There's never been a more important time to focus on education. What’s relevant today changes so fast, so unless you're continually learning and progressing, you will fall behind - both developmentally but also competitively because talent acquisition is critical.”

ADMA’s Marketing Skills Assessment is grounded by ADMA’s robust marketing Capability Framework – which examines the four key marketing operational quadrants (Discovery, Strategy, Planning and Execution), and drills down into 12 capabilities and 35+ skills.

Use the tool to identify the strengths and any gaps in your team so you can best support them in their career development. Get the data you need to evaluate your Team’s capabilities now – and what will be required for them to continue to succeed.

Give yourself an unfair advantage today.