The digital transformation, associated with disruption and uncertainty, has had a significant impact on the conduct of marketing in the most recent period. Marketers are required to be able to leverage approaches that prioritize mobile devices, the SOCIAL MEDIA and the adoption of cutting-edge technology, an example of chatbots and interactive formats. This inclusive vision of technology will be vital to achieving the stakeholders effectively and drive the business into the future.
The creation, dynamization and conversion of quality leads remains the main objective of marketers. The reality at this level has already changed and the way in which this interaction is developed is likely to continue to change significantly in the coming years.
More than trying to ensure individual changes at the level of marketing and sales teams, organizations must equate strategies rethought and adapted to a new environment and needs. And even though we've gotten used to approaching clients and prospects on communication platforms like Zoom and Teams and organizing virtual events, these actions are insufficient to help fill gaps in a pipeline.
In order to obtain more leads, it is now necessary to interact and respond to potential customers wherever they are present: in digital, mainly on channels such as LinkedIn and Twitter. As part of that effort, the team should seek to position itself as thought leader recognized in its field of activity and contribute to the conversation in an original and positively “provocative” way. An approach through which it will be possible to leverage the offer of specific solutions to customer challenges and with a focus on the sector.
Most professionals are still unable to fulfill this vision individually. It is therefore the organization's responsibility to provide the right support for this goal. Ultimately, executive leaders and team leaders, especially those in more innovative industries, must create content that can be presented to the market, including white papers, study, guides and tutorials, revealers of experience, innovation and experts.
The COVID-19 pandemic impacted events and initiatives. While some organizations opted for online events and others to delay or cancel what they had planned, all marketers had to quickly adapt to the reality that face-to-face events cannot be the focus of contact, and that reality is now hybrid .
This uncertainty is also steering the discourse towards the SOCIAL MEDIA and communication formats on these platforms are also changing. Many marketers are now more interested in highly targeted and personalized strategies, with digital making it possible to use targeting tools with a high level of detail, delivering niche content to specific audience segments. Scheduling applications can help smaller organizations with scarcer resources and individual entrepreneurs manage an increasingly complex strategy with multiple messages and recipients.
These new strategies and tools can help brands adapt to a market where the public is more interested and responds more favorably to digital channels and personalized content. Marketers must be prepared to embrace these changes if they are to effectively reach their target audience in the still-definable future.