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  • Subject area(s): Marketing
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  • Published on: 14th September 2019
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  • Number of pages: 2

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entification of the goods and services desired by a set of consumers, as well as the marketing of those goods and services on behalf of a company.” It is still a principal role of the marketer but the environment has been changed with a radical speed. Delivering a strong, positive customer experience is still a critical challenge for the marketers since the way of the company being in touch with the consumer is becoming completely transformed. As the pervasion of Internet and developing the functionality of mobile devices, the contents of media were varied from the TV to social and the channels were multiplied complicatedly. Given all those different touch points, consumer has fragmented their attention and gained more control over what media or channel they consume, led the push marketing method that traditional marketers used to send their messages to consumers has greatly diminished, and now, all marketing is pull. Advanced technological opportunities with the sophisticated channels such as the virtual reality, drones, neuroscience, and the artificial intelligence have even the latent possibility of changing consumer behavior more.

Doug Dome, who works as an adjunct professor at University of Chicago's Graham School, grows excitement that AI will completely change branding, marketing, advertising and perhaps the world. For example, the automotive industry could use a single master algorithm, as the customer journey is basically the same at each company. This master algorithm would, in theory, add efficiency, increase ROI and allow brands to develop a customized relationship at the consumer level that would revolutionize branding. However, considering the companies like Amazon and Google, the technology underlying their business is already machine learning. In fact, “recommended purchases”, the typical feature of Amazon that entice our purchasing appetite persistently has relying on the AI, or the machine learning. Similarly, approximately three-fourths of movies watched on Netflix come from the company's recommendation system, which also runs on machine learning. The potential of AI allows companies to use data already at their disposal to learn more about the customer and anticipate what happens next.

After all, it is clear that the role of future marketer will no longer avoidable to face with the AI and/or machine learning. At the same time, analyzing and utilizing the big data behind the AI algorithm is a crucial factor for the marketer to become a success. With this in mind, it is clear that the role of future marketer will be more difficult and surrounded in the turmoil. According to Katherine N. Lemon, there are seven methods


Emerging Trends in Digital Technologies –Essay– 1

that the marketer has to learn to survive and thrive in the coming age. I will cite the six of her all seven theories to the rest of this paper with my opinion.

1. Embracing complexity

Taking into account the one element of the overall customer journey, digital media, how distinct elements of the digital media may influence a consumer's path to purchase is a daunting task. A myriad companies are working to develop multi-attribution models that enable them to understand how the digital element may influence the path to purchase. These models offer much promise but, at the moment, are somewhat scattershot in their effectiveness. That said, to begin to develop these capabilities and models, it is crucial to embrace the complexity.

2. Making sense of all the data

With the explosion of data, channels and the digitalization of everything, almost every action is traceable and causal inference models are becoming more ubiquitous. Therefore, marketers of the future will need to have the capability to build and test these causal models, to gain insights from them, and to change course when necessary. Better causal models, predictive analytics, more scalable methods, simpler ways to gain insights from unstructured data, easily understandable data visualization techniques, and easily implementable monitoring approaches, metrics and dashboards, all of them become the duty of future marketers.

3. Relying on frameworks

Traditional metrics that might no longer predict key outcomes need to be demoted. Although this may sound a quite old school, the marketing frameworks will still be a critical resource for the marketer of the future. Frameworks don't have to be unduly complex. For example, Gupta and Zeithaml provide a simple framework within which companies can link their own actions with consumers' thoughts and actions and the respective outcomes. (Fig.1) What is the value of these frameworks? Keeping everyone on the right track, and providing a common language for checking progress and moving forward.

4. Identifying the metrics that matter and paying attention to those


Emerging Trends in Digital Technologies –Essay– 2

A critical skill for marketers will be to identify the metrics that best reflect the desired outcomes of the organization and that sufficiently reflect specific indicators of critical processes. Assuring that metrics are accurately measuring what the business require is critical. Perhaps more difficult will be the ability to not pay attention to metrics that don't matter. Traditional metrics that no longer predict key outcomes need to be demoted.

5. Encouraging creativity and curiosity

To identify market opportunities, to solve customer problems in more efficient and often cheaper ways, encouraging disruptive thinking, and fanning creative sparks into flames will be critical. To do that, companies will need to hire curious, creative thinkers who can connect disparate things in new ways, in other words, the marketer of the future will need to be supremely curious and creative.

6. Keeping an eye on making the world a better place

The focus on designing and delivering great customer experiences is not going to be decayed anytime soon. Hence the understanding of your customer's decision journey will be critical. But those marketers who are able to take insights further to design and deliver consistent

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