How to Make Your Marketing More Responsive

by Mayowa Adeniyi

The first electronic computer was developed in 1946, allowing humans to significantly condense large amounts of time traditionally spent on calculations – on average from 2400 hours, down to just one. This early demonstration highlighted the opportunity for humans to utilise digital technology in reducing their workload while accelerating output.

Fast forward approximately 70+ years later to the most technologically advanced age where you can access to more than just that single machine to help. Capacity is more than what was imaginable in the late 1940s and the evolution of new tools is constantly developing to keep up with the pace of the industry. 

In late 2019, Gartner identified four emerging trends expected to change the way in which professionals dealt with their marketing technology stacks. They included Artificial intelligence (AI) for marketing, Customer data platforms (CDPs), Blockchain and Real-time marketing (RTM) Of these trends, the most disruptive on marketing activities is expected to be the last one, RTM.

Essentially this means speed and efficiency market changes are becoming the biggest determinants of success. In an age of low attention spans and on-demand expectations, brands need to cut through the noise and remain agile in their messaging. However, to prepare for this, they will need to harness four particular RTM capabilities, collectively referred to as the 4Ds;

1. Detection 

Increased accessibility and a preference for on-demand information mean that your customers want more than ever before. Our K8 technology is alert 24/7, constantly looking to spot any opportunities where digital performance is lacking and where further growth can be realised.

2. Data 

Current business intelligence capabilities also allow for K8 to scan large data sets, extracted and analyse campaign activity for meaning. Without this information, there is no starting point from which decision-making can occur. 

3. Decision 

As soon as performance optimisation opportunities are detected, decision management must be timely and coordinated with the organisation’s overall end goals in mind. 

4. Delivery 

In a tightly contested market, the ability to apply campaign changes in real-time can be the differentiator between you and the competition. The introduction of K8’s robot process automation (RPA) automatically manages the campaign and delivery, ensuring ads are front and centre customers come looking for products.

With this knowledge, it’s up to your business to ensure it possesses both the tools and human capital proficiency to implement actual real-time marketing efforts. As it becomes less acceptable to leave all activity up to humans alone, a digital transformation partner can help facilitate and draw results from this transition. We have come far from that initial room-sized computer with a singular function, it’s about time we also let our output reflect that.

Want to know more? Contact us today for an obligation-free review of your current digital activity.

Including all digital channels such as search, display, paid social media, etc.

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