Key to modern marketing ‘is individualisation’
Marketing strategies such as email blasts and mass mailings are generally a thing of the past - the marketers of today should apparently focus on "individualisation".
Engaging with consumers through targeted campaigns is the key to modern-day marketing, according to industry expert Alterian.
David Eldridge, Chief Executive of the firm, said successful marketing is fuelled by “individualisation”, as opposed to “the halcyon days of mass mailings, brochure-ware websites and email blasts”.
He added that companies need to engage with their customers on a one-to-one basis.
“The technology to effectively engage with customers has been around for some time but the rise of social media over the last year or so has rapidly sped this process up,” Mr Eldridge explained.
His comments followed the Alterian Engaging Times European Summit, which took place in London last week and allowed marketing professionals to discuss the state of their industry and the skills required to succeed as a 21st century marketer.
Some of the key findings from the event were that 35 per cent of marketers think their greatest challenge is linking online and offline marketing activities, while 81 per cent felt confident about successfully using social media as a platform.
Recent research from ITV and the Direct Marketing Association suggested that the relationship between TV and other direct marketing techniques is vital if industry professionals are to achieve success.
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Written by Ben Sillitoe
