The modern marketer in 2018 is increasingly engaged with ‘tech toys’ like data analysis, virtual reality and programmatic buying. These aids however don’t necessarily make the work easier, let alone eliminate marketing through automation. Creativity and creating experiences are more important than ever. Technology can certainly contribute, too.
Everyone knows the romantic image of marketers several decades ago. The ‘purple trousers’ that, after long meeting sessions that included cigarettes and whiskey, concocted creative poster designs, clever slogans and engaging TV commercials. The hit series Mad Men is based entirely on this era.
From gut feeling to science
This image has now done a U-turn. Today’s marketing is based more and more on hard science. The gut feeling no longer dictates. Marketers know increasingly more about the needs, preferences and behaviour of customers, and can match the right marketing messages with each phase of the customer journey.
Figures from Gartner research agency confirm this technological marketing revolution. 81 percent of corporate enterprises in 2015 had a chief technology officer on the payroll. Most of them reported to – indeed – the chief marketing officer. In other words: technological investments largely serve the marketing department.
Creativity as a driving force
Creativity nevertheless remains the driving force behind marketing. In this regard, modern marketing does not differ from half a century ago. But new channels and aids have changed the underlying strategy. Marketing should rhyme and mix data-driven insights with inspiring experiences. According to research, the millennial generation in particular is unimpressed by mere ‘practical functionality’. They demand experiences. A method such as experience thinking can contribute to this. The marketer can also profit from modern technology for creating this experience. Toyota is a fine example of a company that optimally uses technology for its marketing activities. The car manufacturer uses special software that generates graphic presentation material for the entire customer journey. This material is always consistent and accurate, as it is based on hard data from the engineering department. The car manufacturer can also easily adapt models and colours to suit the preferences of the local market.
The real strength of this application lies in customer experience. Those interested can browse through interactive brochures that include photorealistic, generated models. They can fully ’customise’ cars via a web configurator, by changing the paint colour and adding extras. The visitor will see the impact of the changes on the screen immediately.
Saving costs
This is how Toyota delivers a genuine experience in each phase of the buying journey, which increases the chance of potential customers returning and purchasing sooner. Moreover, Toyota does not have to individually model and photograph each car model in all of its subtle and less subtle variations, saving costs. These are exciting times for digital marketers. Those with an open mind towards new technology and data-driven insights, combined with creative and inspiring experiences, are sitting on goldmines.
Patrycja Ekner is Dassault Systèmes' Digital Marketing Manager for Northern Europe. Specializes in B2B digital marketing, lead generation, account based marketing & social media.