How Do Marketers Adapt Today?

Consumers are changing and the evidence is there for a major shift in behavior patterns. Products are manufactured, distributed and consumed differently. How can companies adapt in this very fast moving environment? How do companies stay in front of the Millennial and Z generations, as marketing firms adjust to the supply and demand of engaging content. 

We see AI and Technology being used to create automated processes and actions. We also see virtual reality, and learned robotic creation of manufactured goods changing the way humans play a significant impact in the product life cycles. 

The growth and popularity of bitcoin, will also impact how payments will be processed in the future. Not to mention how micro processing of money through mobile applications, is taking the banks by surprise and they see their fees that we all get tired of dwindling due to digital financial migration and increasing mobile use for financial transactions.

Tesla is working on fully autonomous semi-trucks, cargo ships, and electric vehicles. Digital IT firms are racing to create fully autonomous robot humanoids that will replace jobs, and they will have the capability of independent thought through learned behavior/language processors. 

All of this is accompanied by policy uncertainty, globalization, and civil unrest in some parts of the world. Major governments are faced with huge decisions like Brexit, and how to be environmentally conscious. How does a company position itself in an ever changing global, national, regional, and local environment as it pertains to their long and short term marketing objectives? The consumer is more informed, not only with what products they like, but also how those products are created, sourced, and distributed as it pertains to sustainability for the global environment.

What message are you consistently putting in front of your Ideal Customer Profile? We are so distracted and can not pay attention to any 1 thing for longer than 7 seconds. As we move into the next generation, businesses and consumers will merge in a way never seen before.

Consumers want to have the things they need on demand, take uber or lyft for example. People want to travel and live in someone else’s place for a few days, like AirBNB. Baby Boomers are retiring at the highest rate since entering the workforce, and the dominant demographic right now, is the Millennial followed closely by Gen Z. How are companies adjusting to organizational change with 2 sometimes 3 generations inside their culture and work environment. These are different ideologies, expectations, and work habit approaches within your company culture.

 Consumers trusted the marketing they used to see on TV. Now, everyone you know is a product research expert. Just ask my wife, before she buys anything, she commits to at least 3 research hours on the product, it’s reputation, and the brands visibility(position) on social sites. 

This evidence makes the the case for a nimble marketing approach, that takes advantage of all digital platforms, as the price is economical right now. Each company should be deploying 25 - 75 pieces of content a month( The Gary V Model). That includes: videos, newsletters, social ads, re-targeting, you tube ads, google my business, micro sites, email marketing, geo-targeting marketing, Google ads, and have a user friendly website, that is up to date(mobile optimized). Each platform needs a different approach. You may haven’t noticed, but everyone has a mobile device, so if you get in front of the people that matter on a consistent basis, you will be better off in the long run. The future of your business is hinged on this approach, and it can be very cost effective if you focus only on the people who will more than likely buy from you, plus a defined branding position. 

Understanding how the above key social, political, and environmental issues will affect long term and short term decisions will prove to benefit your company over the short and long term in a positive way. CMO’s and marketing agencies have to strengthen their creative + personal touch + authenticity, to a fever pitch; that is laser focused. The key is to know what Key Behavior Indicators(KBI’S) of your ideal customer profile are, and anticipate their behaviors for the next 3, 5, and 10 years. Think short term and long term marketing mix strategies, with segmentation that is tailored to each social platform and traditional mediums.. Infuse a personal touch and authenticity as much as you can.

See how Etavonni Media assists companies in positioning their products in a way that helps improve the bottom line overtime. Contact: Carl Dunn to learn more or visit: www.etavonnimedia.com

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Have a great day.