What Marketing Means in 2020 | Sally A Illingworth, LAMPS Media

Technology advancements have enabled marketing to completely transform. Even though the ways we experience and execute marketing have already experienced profound change, there’s no sign of this transformation slowing down just yet.

The average traditional marketer would likely comment that “marketing has become harder” which isn’t completely true, nor false. What has certainly become more challenging is getting decent results albeit marketing overall hasn’t become harder.

In fact, technology continues to improve the marketers experience particularly by providing them with enhanced and intelligent capabilities. Similarly, consumers continue to be recipients of an improved marketing experience through greater personalisation and immersion, particularly with digital experiences.

In a world of content marketing overload, thanks to newsfeed lifestyles, designing and deploying an informed and strategic marketing activity plan has become incredibly important, especially for online social networks. Marketers are traditionally considered to on average have adopted a ‘fluffy’ approach in their work and relied largely on ‘hit and miss’ principles. These reported traditional approaches to marketing are simply not economic in today’s landscape (I’d argue they never were but we can’t reverse the clock so let’s focus on the now and next) and they’re also not justifiable in today’s technologically advanced world.

A proof point for the extreme changes to marketing, as a specialised skill, and the increase in demand for modern know-how is clearly demonstrated as large entities continue to increase their marketing investment into authenticity-based activities because the reality is that the effectiveness of marketing is no longer determined by affordability through budgets. Considering the exponential growth of the influencer marketing industry, which by nature is not a new area of business, this is a clear sign that brands (including some of the biggest and highest market capitalisation brands we know) realise their results are subject to the authentic niches of online social networks, as en example.

So what does this mean for established and or growth focussed technology brands? It means that by taking a human centric approach to your content marketing strategy you will be positioned competitively to actually cut through the noise and demonstrate true economic value for your stakeholders.

Sally A Illingworth

Chief Operating Officer, LAMPS Media

Co Host, The Reboot Show