Foresee and align with customers’ evolving needs – Deliver defined outcomes and exceed customers’ expectations

In today’s digital landscape, Marketing is the most strategic function for any growth focused business. The role of the marketer has evolved drastically over the years, owing to the internet and continuous changes in customers’ buying preferences in terms of ‘what, where and how’ to buy. Marketing is the only business function that has a role to play at every stage of the customer lifecycle – from demand generation, to lead generation, customer cultivation, and engagement.  Spoilt with choices, customers seek authenticity in your communication, which largely depends on how well you know the customer. Being data driven is certainly a key success factor, but your ability to derive actionable insights from the enormous volumes of data at your disposal is what makes all the difference. This is where new age technologies such as predictive analytics, mobility, and advanced algorithms, if leveraged to their full potential, can change the equation completely in favour of marketers.

Digital technologies have completely transformed the business landscape opening opportunities that were unimaginable a couple of years ago. The industry is witnessing an era of ‘Uberisation’, which is redefining the way businesses operate, and consumers consume products and services. You no more need to own a stellar product portfolio to succeed in today’s marketplace, as long as you are delivering the right outcome.

The phenomenon of globalization as well as the digital revolution that we are witnessing augurs well for businesses that are futuristic in their approach and are ready to embrace change ahead of time. The accessible marketplace has expanded to cover the entire globe, and marketers have more data at their disposal than ever before. However, this has also added complexity to the marketer’s job. Converting data into contextual customer and market insights is a key imperative for new age businesses.

As enterprises worldwide join the digital bandwagon they will need technology partners that can enable them to converse with and engage their customers in an authentic way. Predictive analytics will transform selling, as traditional business tools like reporting will no more be able to match the pace of change in customers’ needs and preferences. Contextual awareness is key to business success, and to survive and thrive in this data-intensive marketplace businesses need to reassess their sales and marketing strategy to adapt to a more scientific approach that resonates with the evolving industry dynamics. Mobility will continue to find newer and innovative use cases in the business lifecycle, and 'social selling' will become synonymous with business.

Customer-focused research and development is crucial to all business. Transforming the way businesses interact with their customers in an increasingly digital world must be the top-most priority and continuous investment in this direction is very essential.   Constant innovation delivers value and delight to customers.

Authored by: 

Garima Rai

Head of Marketing, India & APAC

InsideView Technologies