How data is shaping the future of marketing


Invercargill based marketing agency Naked Creative.

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Invercargill based marketing agency Naked Creative.

The power of data has transformed nearly every industry, from sports to banking to healthcare to hospitality, as businesses use technology to gain new insights and work smarter. Marketing is no different as companies look for new ways to build relationships and reach customers.

“It’s all about connectivity,” says Carla Forbes, owner and director of Invercargill-based marketing agency Naked Creative. “Consumers are doing more of their day-to-day activities online, and this is opening up new ways for businesses and brands to connect with them.”

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According to Forbes, data can help companies understand customer engagement and behavior. For marketing firms, the information is invaluable.

“Our clients rely on us to advise them on where their brand should stand to engage their prospects and expect comprehensive reports on the performance of their campaigns,” she adds. “By pulling real-time data, we can quickly see what is and isn’t working for our customers.”

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Using data insights, marketers can adjust media placements or creative campaigns to make the most of their budgets, she adds, “to ensure our client’s budget is channeled to platforms that offer the most value.”

According to Forbes, technology has led to significant changes in the marketing sector in recent years as more and more people consume video content through mobile devices.

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“Increasing internet speeds, especially on mobile, mean our communications have become much more data-intensive,” she says. “In many cases, video is replacing still images and text as the primary means of communication – and that’s why we’re doing a lot more work in video production than we did five years ago.”

Fast mobile connectivity is becoming increasingly important for Naked and other digitally-led businesses, adds Forbes.

Umlaut ranked Vodafone NZ as the best overall network in Southland, also taking first place in the data and voice categories.

UNSPLASH

Umlaut ranked Vodafone NZ as the best overall network in Southland, also taking first place in the data and voice categories.

“There has been a tremendous shift towards mobile as the most common means of accessing branded content – ​​be it on a website, on social media or in news media. A few years ago we considered mobile as a secondary delivery platform and develop most content primarily for desktop delivery. Today we create content first for mobile devices and then for desktops.”

Looking ahead, Forbes believes technology and data will be important tools as mainstream industry learns new tricks. A key challenge will be reaching customers across multiple platforms.

“Online media platforms and new platforms will continue to proliferate, and consumer attention will become increasingly thinly spread,” says Forbes. “Brands need to be present in more places to reach the same number of eyes, but more importantly, they need to communicate smartly or they risk getting lost in the noise.”

While age-old marketing principles won’t change, making sure the message gets in the right place is becoming an increasingly important skill.

To support Southland's digital economy, Vodafone NZ has built the best network in the region, according to independent benchmarker umlaut, part of Accenture.

UNSPLASH

To support Southland’s digital economy, Vodafone NZ has built the best network in the region, according to independent benchmarker umlaut, part of Accenture.

“The ingredients for great brand storytelling won’t change, but it will become more important than ever. Capturing consumers’ attention requires concise, engaging messaging, authenticity in communications, and delivering a superior customer experience at every step of the buying process.”

To support Southland’s digital economy, Vodafone NZ has built the best network in the region, according to independent benchmarker umlaut, part of Accenture.

Umlaut ranked Vodafone NZ as the best overall network in Southland, also taking first place in the data and voice categories.

In the Southland data category, Vodafone achieved the highest overall score with the best average download throughput. Vodafone also achieved the highest overall score in the voice category with the best voice quality.

The award comes after Vodafone was named New Zealand’s ‘Best in Test’ mobile network earlier this year based on network data and voice call quality.

To check coverage in your area, please visit www.vodafone.co.nz/5G



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