Summary: Marketing and Technology

TODAY’S MARKETERS are realists when it comes to technology. In a summer 2017 Internationalist Insights survey that explored marketers’ interests and concerns about technology, more than half admitted that the future was an “inspired balance between technology and creativity.” Through survey comments and further discussion with marketing leaders, it became clear that today’s focus on purposeful marketing is just as important as the potential of technology—laying the foundation for an interesting, new marketing dynamic. Data and customer-facing solutions are enormously important to marketers. When asked “what’s next” in terms of technology’s role in marketing, respondents worldwide see even greater personalization as the overwhelming directive of the future (50%), not only as a trend but also an expectation of digital-first consumers. Certainly, digital transformation is a top priority for marketers, and technology, of course, is at the heart of the process, particularly as companies aim to become more customer-centric and create greater value—on many levels. However, our marketing realists see technology as a means, not an end. In fact, when digital transformation focuses on better serving customers’ needs or delivering consistent customer experiences across all channels and touchpoints, marketers will increasingly find themselves at the center of the process, if not actually leading the initiative. Who else within the organization better understands the consumer or is more familiar with designing the customer experience? The challenge, of course, is keeping up with what people now expect from brands, while continually evolving what brands should provide to insure an ongoing, meaningful and personalized customer relationship.


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Contents

 

The full report of this INTERNATIONALIST INTELLIGENCE BRIEF:
Marketing & Technology will also address:
What do Marketers Want from Technology?
Data is now the Cornerstone of Modern Marketing
Data-Driven Increasingly Means First-Party Data-Driven
Presenting a Consistent & Actionable Brand Experience in a Fluid Media World
In a Data-Driven World, Does Emotion Play a Role in the Purchasing Journey?
AI Improves Efficiency, Advances Personalization & Impacts Customer Experience
Chatbots: A Cheaper, Smarter & More Efficient Way of Engaging Customers
Existing Messaging Platforms Give Chatbots an Instant Lift
Chatbots Can Deliver a Consistent Brand Experience & Make Brand Personalities Come to Life
From Emotional Connections to Share of Life in a Digital-First Age
How Do Marketers Keep Current in an Increasing-Complex Ecosystem?
The New Balance: Marketing-Driven Technology Informed by Purposeful Branding

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SUMMARY

Today’s marketers have a sophisticated view of purposeful marketing. Most express clear opinions about the sheer ambition of the term, while very few (8.1%) associate it exclusively with “donating to a charity in the name of the brand as in CSR/Corporate Social Responsibility.” A majority seek to make purposeful initiatives a part of their overall marketing goals. Yet, more than 60% also admit that they’re concerned about “getting it right,” and are still working to understand, explore and test the process before committing to a comprehensive program.

Interestingly, a provocative minority takes exception to the term purposeful—largely due to the implication that marketing was without “purpose” before purposeful became widely used by brand marketers. Some are concerned that purposeful marketing will become a “meaningless cliché” if it does not stem from genuine, actionable company-wide commitments. Others believe that some brands have already “taken purpose too far” by associating with issues or social causes that bear little intrinsic relationship to a product or service.

Certainly, many marketing ideals evolve—in much the same way that changing social mores shape how brands interact with consumers. Without question, today's activist social media world has already altered how people interact with brands, while dramatically shifting the rules of "doing good business." The assumption of responsibility and the adoption of greater transparency are now critical to how any brand or business plays its proper role in society. More companies are looking to embrace big, sustainable ideas that demonstrate true marketing innovation, while they also strive to deeply connect with their customers' passions and values. When done right, business growth is a result, as is “doing good” or “giving back.” This is marketing’s new holy grail.


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About INTERNATIONALIST INSIGHTS

Building on The Internationalist’s focus on the people and ideas in international marketing, INTERNATIONALIST INSIGHTS was developed to quickly interpret global marketing trends at scale by surveying of our worldwide audience, combined with in-depth personal interviews with individuals we have honored for their marketing contributions. Interpretation of these results and perspectives are by seasoned executives, dedicated to a big-picture view of understanding our fast-moving industry and how contemporary marketing is changing business strategy in the digital economy.



Purposeful Marketing Cover

INTERNATIONALIST INTELLIGENCE BRIEFS bring together these thoughts in a regularly-published series available to subscribers.

About THE INTERNATIONALIST

The Internationalist focuses on the reinvention of marketing around the globe by connecting the people and ideas in international marketing and advertising through original content, intelligence, thought leadership, community, collaboration, and influence. Marketer driven, The Internationalist has become a trusted source for international best practices, and is dedicated to the business needs and challenges of international marketing professionals as they participate in multinational brand building and aspire to world class standards. Originally created as a trade publication, The Internationalist connects a global audience through content and case studies in print, online and in-person—via peer-to-peer marketer events including Dinners, Think Tanks, Awards and Summits- all to better serve the needs of this fast-changing community.

PEOPLE & IDEAS

The focus of The Internationalist is to connect the people and ideas in international marketing through intelligence, community and influence. Since 2003, The Internationalist has honored industry pioneers who further the role of multinational marketing as Internationalists of the Year, Innovators, Trendsetters, The Latin American 50, The Next 50, The Europe 50, The Asia 50, The China 50, and The Brazil 50, or as winners in The Internationalist awards for Media Innovation, Digital Solutions or the Marketing Makes a World of Difference project.
Bringing together these individuals has created the foundation of a peer-to-peer initiative called THE INTERNATIONALIST 1000, celebrating the influence of the top 1% of the world's marketers. THE INTERNATIONALIST 1000 initiative—1000 Marketers around the World Reshaping the Future of Marketing±in partnership with the ANA/Association of National Advertisers is a group of dedicated industry leaders who are reshaping our understanding of marketing's expanding role throughout the world.