1. Growth in marketing’s use of technology
Marketing departments will need to understand and use new technology as marketing activity goes ever more digital. Everything from understanding SEO and content managed websites to marketing automation, integrated CRM systems and social media management tools need to be at the forefront of reaching potential customers. More material will be produced online, particularly on video and the popularity of Apps continues to rise. This shift from traditional marketing methods means that marketers must acquire a new set of digital skills in order to remain effective.
2. The rise of content marketing as a strategy
Content marketing is the sharing of media and publishing of content in order to acquire customers. Most commonly it is free downloadable information available on your website which is provided in return for contact details. Content marketing works on the theory that people will visit your site and give you their details if there is something in it for them. By registering for this free information you are collecting valuable contact details from a person who is interested in what you offer and has opted to receive more marketing information from you.