SANTA ANA, CA / ACCESSWIRE / May 12, 2022 / To successfully promote a product or a service has never been an easy task, even without smartphones and social media. Solid research and many long hours of hard work were always a prerequisite before launching any campaign. Technology progressed rapidly, and this has greatly facilitated the tasks of market trends study, customer data collection, design, and execution. At the same time, professionals in the field have come to face other challenges, among them creating campaigns that reach consumers across multiple devices and take into account personal preferences. The most successful marketers of our age combine a passion for powerful, insightful content with an understanding of technology. One such expert is Nick Kohlschreiber, the founder of an innovative media agency GoAds.com, who notes that it took less than a decade for technology to revolutionize the industry, and there is no sign of the transformation slowing down.
Seeking to answer the question of how exactly technology had changed the marketing landscape, Fortune organized a breakfast roundtable a few years ago, bringing together trade executives for its Brainstorm Tech conference in Aspen, Colorado. In a lively discussion characterized by varied opinions, the participants pinpointed four radical changes that technology had brought about in the marketing domain. Complexity is the top challenge for today's marketers: as noted by Steve Lucas, CEO of Marketo at the time, there were so many choices when it comes to reaching customers that companies were overwhelmed. Modern professionals also have to operate in an environment where changes occur at breakneck speed. While trends previously unfolded over the course of a year or so, now they play out over a month or even a couple of weeks, according to JB Osborne, CEO of Red Antler.
The roundtable participants spent much time on the subject of artificial intelligence (AI). Given the deluge of data companies have to deal with, an understanding of AI has become essential, with Lucas ranking AI as the second-biggest challenge after complexity. Last but not least, the social media explosion has changed the role of marketing chiefs. Their job now extends beyond driving sales to encompass the creation of brand enthusiasts, as explained by Ragy Thomas, CEO of Sprinklr. Modern-day industry executives have to push for digital transformation so that their company can harness the power of technology to inspire and engage, according to Thomas.
The advent of technology into the marketing space has opened up incredible opportunities for companies such as Go Ads, Nick Kohlschreiber notes. It specializes in advertising and technology solutions that help its clients boost customer acquisition. Go Ads quickly realized that social media was pushing the industry into a new direction and focused on developing solutions that allow advertisers to enhance their web presence, drive high-quality traffic, and promote engagement.