A wonderful “perk” of leading marketing at BloomReach is that I get to collaborate with insightful interactive marketing executives across retail, travel, classifieds, lead generation and more. At our Boundless Discoverability launch event on February 23, a few of these marketers will join me on stage to talk about what’s “Moving the Needle” in marketing. While we all strive to win the relevance race, one of the most important investments is our human capital and we frequently talk about the changing skills and talents we need on our teams.
So, what is the profile of the future interactive marketer?
One point of view is that data is the future of marketing. Marketers who can analyze, manipulate and interpret data will be most effective at segmenting, targeting and optimizing their content, advertising and products. There is little doubt that the days when marketers can be intimidated by spreadsheets are past.
But there really is too much data for people to process. And the data is stale within hours of being captured because consumer demand and web content changes so quickly. And data from different systems doesn’t match up easily. In fact, BloomReach was started to put the power of large-scale systems and machine learning to this very problem – determining what existing content should be on each web page to ensure that each page is relevant and fresh for the user. Other technologies also automate the targeting of advertising and the management of keywords and terms for paid search.
So is the future interactive marketer really someone who can manage a myriad of computer systems that are processing data in real time? Is the future interactive marketer a person who can correlate, synthesize and compare data from all these systems? In truth, I think that process will also be automated because there’s too much data. Solutions like BloomReach are going to be more efficient and more effective at analyzing and acting on the data than people ever can be. Savvy marketers will run to implement and use them.
Another point of view is that the future of interactive marketing might be “back to the future” – great marketers will be great content creators. All the best data in the world cannot help you if you don’t have the right products to sell (data can tell you what those products might be). And data cannot create demand or generate unique, compelling content that engages the consumer and invites the consumer to explore your products and services.
Great interactive marketers of the future will need to understand their audience (with wonderful insights from technologies like BloomReach), drive demand with creative and communicate succinctly, emotionally and effectively. Data will be a major role – to show marketers what’s working and what’s not, but real-time adaptation based on this data will be done dynamically by BloomReach and related technologies.