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Digital Transformation: Old Marketer vs. New Marketer

As I researched the Alterian site, I found this excellent diagram on their customer engagement page. The diagram effectively portrays how marketing has changed. It truly makes it clear as to whether or not your marketing has evolved.

Old Marketing Versus New Marketing

The strategies and tools marketers employ have dramatically transformed over the years. Technological advancements and data analytics have driven the shift from traditional mass marketing to a more personalized and integrated approach. Let’s delve into the critical aspects of this evolution:

  1. We Think Evolved to We Know – Using Data and Analytics: In the past, marketing decisions were often based on educated guesses and assumptions. However, data analytics has empowered marketers to transition from we think to we know. Through the analysis of consumer data, marketers can now make informed decisions, understanding their audience’s preferences, behaviors, and needs with precision.
  2. Mass Marketing Evolved to Individualized Marketing Using Personalization and Segmentation The era of generic, one-size-fits-all advertising has given way to individualized marketing. Marketers leverage personalization and segmentation techniques to tailor messages and offers to specific audience segments. This ensures that consumers receive content that resonates with them, fostering a deeper connection with the brand.
  3. Interruption Evolved to Interaction: Traditional advertising often interrupted consumers’ experiences with intrusive commercials and pop-up ads. Today, marketers aim for interaction rather than interruption. They engage with customers through social media, interactive content, and two-way communication, making the brand experience more engaging and less disruptive.
  4. Static Content Evolved to Dynamic Content Experiences: Static content has become outdated. Marketers now focus on creating dynamic content experiences that captivate and engage audiences. This includes interactive videos, immersive storytelling, and user-generated content, allowing consumers to participate in the brand’s narrative actively.
  5. Manual Processes to Automated Processes: The manual execution of marketing campaigns has given way to automation. Marketing automation platforms streamline repetitive tasks like email marketing and lead nurturing. This saves time and ensures consistency and efficiency in reaching the target audience.
  6. Sometimes to Real-Time Monitoring, Actions, Automation, and Reporting: Real-time monitoring and analytics have become indispensable tools for marketers. They can track the performance of campaigns as they happen, allowing for immediate adjustments and optimizations. Real-time insights enable marketers to seize opportunities and address challenges promptly.
  7. Siloed vs. Collaborative Omnichannel Marketing: Collaborative omnichannel strategies have replaced siloed marketing efforts. Marketers recognize the importance of a seamless customer experience across various channels, such as social media, websites, and mobile apps. This integration ensures a cohesive brand message and enhances customer loyalty.

The evolution of marketers from relying on instincts to harnessing data-driven insights has revolutionized the way brands build preference and engagement. By embracing personalization, interactivity, automation, and a holistic approach to omnichannel marketing, today’s marketers are better equipped to connect with their target audiences and create lasting brand relationships.

Have you evolved as a marketer? Has your company digitally transformed?

I’ve spent time with several prospects, and common reasons why they hadn’t digitally transformed (DX) their businesses were fear, resources, and expertise. I think this points to why it’s so important to retain the assistance of a digital transformation expert. They can provide your firm with measurable results and effective ways of reducing the resources needed… all while dispelling the fear.

Douglas Karr

Douglas Karr is the founder of the Martech Zone and a recognized expert on digital transformation. Douglas has helped start several successful MarTech startups, has assisted in the due diligence of over $5 bil in Martech acquisitions and investments, and continues to launch his own platforms and services. He's a co-founder of Highbridge, a digital transformation consulting firm. Douglas is also a published author of a Dummie's guide and a business leadership book.

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  1. Today's marketing also involves a heavy dose of technology because of the way communications has become an integral part of our environment. All of the "wrist watch wearers". the over 50 crowd are not comfortable with the technology and still do not understand blogging much less tweeting and all the rest of 'stuff' that keeps coming at us so quickly. As you state, Doug, the online consultant is extremely important and has has two major roles today: training and reassurance.. Only then will the fear start to be dispelled.

    1. Jim,

      I'm not sure that the 'over 50' mention is true anymore, though. The growth on networks like facebook are seeing faster growth in older folks than younger. Young are quick to adopt, but older folks adopt when they see the value. I've got a social network for Navy Vets where the average age is above 50 – and those folks are uploading photos, running their own blogs, participating in forums… they've really connected!


    2. I am over 50 and love my wrist watch. I own a free ePortfolio hosting business but I agree with Jim that the over 50s are not comfortable with the technology. As a lecturer in eBusiness as well though I have battled for years with undergraduates who were not comfortable with it either. Thank god for Facebook as it has changed the landscape. Now I say – do you use Facebook and if the answer is yes (which it usually is) then I say well you can use a blog, wiki, twitter or any other media then. This is starting with the over 50s but it is slow. The biggest issue I have encouraging ePortfolio use is teachers, not students. I have introduced student mentoring of teachers and it is working really well. Training and reassurance is the key. Thanks for the post. Regards, Ian Knox

  2. I agree with all your points, except, We KNOW – As marketers, we know more about our markets and clients then we did under the old approach, but there is still a need for interpertation and leaps of faith in today's marketing .

    1. Yes, perhaps they would have been better stating 'We can find out'. 🙂 I think the root is that we no longer have to act on intuition alone. Today we BETTER do some research to help our marketing decisions!

  3. Agree with you Lorraine. We can get closer to "knowing" by having much better data from analytics. There's less guesswork involved. In some respects, marketing in the pre-online days was easier by having fewer options to consider: TV, print media, direct marketing via mail & phone solicitation. Now with so many choices for online marketing, particularly having social media in the mix, the marketing options are far more diverse. Still some guesswork is involved with mystical unrealized options that invite both opportunity and risk.

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