Technology is transforming the way marketing is done as people become more exposed to it than ever. Several advertising firms are facing the brunt of this transformation, as they have to keep up with the pace with which technology is inventing itself.
The major challenge that brands face is to be able to connect to its target audience via all the devices in real time in order create campaigns that work across various communication channels.
Advertising has become more competitive and tougher than ever before. Advertising agencies are compelled to come up with strategies that help brands interact with their customers as directly and personally as possible. With the real time interaction feature being used by brands to reach out to their customers have completely altered the nature of marketing. There is a huge challenge for getting creative marketers to work alongside the technical staff.
There are 3 aspects where the marketing has been transformed in digital terms- Speed, relevance and reach. Digital marketing has obviously increased the speed with which the content reaches the audience. But not only has it affected the speed, but also the relevancy of the content as well. Campaign messages can be targeted with laser focus on the target audience, making content available to only those who have the potential to convert to regular customers. The reach has also grown exponentially because of the number of ways a brand can reach out to its target audience is abundant. This is where the real skill & expertise of the creative firms come into play. They are responsible for coming up with clutter-breaking, innovative ways to advertise a brand and create an impact in the market.
Lastly, a marketer or a creative agency will have to accept this change and know that only those who can balance this digital advancement along with delivering excellent work for their clients, will survive in this industry.
Bio– Tarun is a Content Manager at Brandbazooka. His expertise lies in content marketing and creative branding. He has an experience of writing for a variety of industries including the Advertising and branding, and his work has appeared in publications such as the Huffington Post, Techinasia and Growthhackers. Contac him at Facebook