Marketing is going through an enormous transformation – as everything else in business. Digitalisation brought a major change both in media and retail.
Customer has taken all the power and changed both purchase behaviour and media usage. This combined with eCommerce allowing customers to purchase where ever in the world and when ever convenient for them means, that general behavioural patterns are gone and customers are taking individual paths and shopping habits. If you want to survive in this new competitive arena, you need to have big data for it.
Next big change in marketing communications is the significant increase in non-commercial, automated and personalized messages that customers perceive as service. Such communications will allow marketers to influence individual customers’ experiences and behaviour, increase the quantity of recommendations, raise the value of customership and cut down the customer churn.
An effective solution for managing the communication system is compiled of company’s own media, marketing automation, customer service and the right kind of utilisation of social media.