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Marketers must adapt to the 'ever-changing' environment

Rachel Wheeler Archive
Marketing professionals need to adopt new strategies to successfully communicate with their customers, it has been suggested.

Writing for Fresh Business Thinking, marketing expert Simon Robinson highlighted the need to adapt to an ever-changing marketing environment.

He claimed that too many professionals are relying on their existing programmes and systems despite the plethora of new techniques now available.

"Today's customer is more dynamic, informed and unpredictable than ever. Businesses must be ready with highly personalised and relevant marketing at a moment's notice," Mr Robinson explained.

"Marketing campaigns must be more cohesive and content should be versioned and distributable across multiple channels."

In addition, Mr Robinson advised that organizations collect detailed information on each of their customers so that they can effectively target them.

According to an article by DMNews, research has revealed that US marketers are planning to utilize traditional techniques this year.

Data integration and analytic strategies were found to be favored by the majority of marketers in the State of Marketing Report.

Posted by Richard Jones