Evolution of marketing
Posted: Mon Jan 06, 2025 4:45 am
Utilizing Touchpoint
In fact, it is about mapping the customer journey and using all touchpoints as efficiently as possible. Knowing exactly how the consumer moves, both before and after a purchase. And this is increasingly focused on the individual, instead of a group. In the past, these touchpoints were mainly filled in in a push manner via mass media. This is not so strange, because the amount of media used was more limited, the same applies to the technology. But this did mean that the share of waste was large and that all factors were correct only for a select group of recipients.
The evolution of marketing as a science has accelerated in recent years. Where you used to call your account manager for an advertisement placement on the website, you now use all kinds of systems that automate these processes. Think of 'real time bidding', 'demand side platforms' and 'data management platforms'. Fantastic techniques that should make advertising more efficient and relevant.
Unfortunately, this is not always the case in practice. Not the most relevant contact possible, but the cheapest possible contact is central. A vicious circle in which the CTR (click-through rate) continues to decrease due to the lack of relevance. Subsequently, only a negligible percentage of the target group comes into contact with the expression and we accept 99.9% waste . And that is not just any waste . It concerns a substantial part of your target group, which you have not managed to reach and perhaps even irritated.
There is no 'banner blindness'
The consumer is not 'banner blind'. It is the iran phone data advertisers and their agencies who are all too often blind to the needs of the consumer. The science behind marketing enables us - with the help of technology - to realize contact moments more efficiently than ever. However, the art of marketing is to fill these in relevantly. Relevant for the consumer, that is.
Consumer behavior
Marketing as a science should never let technology play the leading role. It is about consumer behavior . Technology happens to make it very easy to map this. When this is approached the other way around, the consumer is not served.
Within the online domain, we can find out almost everything about our target group. We know what they read, what they click on and what they share. We know their purchasing behaviour, but also what their areas of interest are. Technology enables us to draw up very detailed, personal customer journey profiles and map out needs. And today's consumer expects this too. He wants to have 24/7 access to information that is relevant to him.
In fact, it is about mapping the customer journey and using all touchpoints as efficiently as possible. Knowing exactly how the consumer moves, both before and after a purchase. And this is increasingly focused on the individual, instead of a group. In the past, these touchpoints were mainly filled in in a push manner via mass media. This is not so strange, because the amount of media used was more limited, the same applies to the technology. But this did mean that the share of waste was large and that all factors were correct only for a select group of recipients.
The evolution of marketing as a science has accelerated in recent years. Where you used to call your account manager for an advertisement placement on the website, you now use all kinds of systems that automate these processes. Think of 'real time bidding', 'demand side platforms' and 'data management platforms'. Fantastic techniques that should make advertising more efficient and relevant.
Unfortunately, this is not always the case in practice. Not the most relevant contact possible, but the cheapest possible contact is central. A vicious circle in which the CTR (click-through rate) continues to decrease due to the lack of relevance. Subsequently, only a negligible percentage of the target group comes into contact with the expression and we accept 99.9% waste . And that is not just any waste . It concerns a substantial part of your target group, which you have not managed to reach and perhaps even irritated.
There is no 'banner blindness'
The consumer is not 'banner blind'. It is the iran phone data advertisers and their agencies who are all too often blind to the needs of the consumer. The science behind marketing enables us - with the help of technology - to realize contact moments more efficiently than ever. However, the art of marketing is to fill these in relevantly. Relevant for the consumer, that is.
Consumer behavior
Marketing as a science should never let technology play the leading role. It is about consumer behavior . Technology happens to make it very easy to map this. When this is approached the other way around, the consumer is not served.
Within the online domain, we can find out almost everything about our target group. We know what they read, what they click on and what they share. We know their purchasing behaviour, but also what their areas of interest are. Technology enables us to draw up very detailed, personal customer journey profiles and map out needs. And today's consumer expects this too. He wants to have 24/7 access to information that is relevant to him.