Future of Marketing

In 2016, Aprimo (formerly Teradata Marketing Applications) and Forbes teamed up to survey global marketing leaders about the future of marketing. What we determined from our survey results was this: marketers who will succeed in 2017 and beyond are those who embrace and adopt the discipline of Marketing Operations.
Why? Because innovation combined with Marketing Operations frees marketers to do what they do best—perform smart marketing. And that means more content in the market that’s strategically aligned to each customer journey.
Marketers who have an infrastructure that allows them to remain agile— and enables them to respond to a rapidly changing global market—are the ones who will develop meaningful customer connections. And that, ultimately, results in creating loyal, lifelong brand advocates.
This report highlights the benefits of automating marketing to enable agility. Here’s to creating smarter marketing in 2017!
The consumer relationship with an organisation’s brand is something far more complex than it was a decade ago. In the past, a company’s brand was a byproduct of the core business (e.g., Ford: Quality is Job One), but today, a brand is a living thing—one that is continuously being created in parallel with the company itself, and one that has intrinsic value that draws people directly to it.
Consumers today want to associate more with the brand than with other, less interesting elements of the company. Some even invest in organisations simply because they have solid, globally recognisable brands.
Today’s consumers control their individual brand experience. Before consumers even think about having a “live” conversation with a company representative, they have typically engaged in conversations across multiple channels by reading product and/or service content and interacting online.
From distribution channels to payment methods to interactions, consumers want and expect a seamless brand experience. But with today’s explosion of channels and customer touchpoints, creating a positive brand experience is harder to achieve—and manage—than ever before.
So what does that mean for modern marketers? In a digital first world, it means marketers are under an exponentially heightened pressure to increase speed-to-market and effectiveness windows to meet consumer demands. Consistently. On time. Every time. At every hour of the day.
Please download a PDF version of the report using the download button (top right)