Marketing, Technology, Data

The evolution of modern marketing and the rise of a customer centric approach

Published on December 4, 2020

“Instead of one-way interruption, personalized marketing is about delivering value at just the right moment that a user needs it.” – David Meerman Scott, American Online Marketing Strategist

Marketing approaches of the past were concentrated on producing a well-made product, and little was known about the wants and needs of those who may be interested in purchasing it. In contrast, the focus of modern day marketing is on real-time connections and social exchanges, with a monumental shift toward the consumer being very much in the driving seat 

Technology has given us unparalleled access to each other in ways we’ve never had before. Globally, there are 3.5 billion smartphones in use providing businesses with a channel to connect with consumers anytime, anywhere. Mobile phones are increasingly being integrated into our everyday lives, not just for communication as first intended, but entertainment, shopping and conducting business. The average US adult spends more time on their mobile device than they do watching TV, clocking an average of 2 hours and 55 mins of screen time per day. Consumer-facing brands have never had easier access to consumers, nor have they ever had to work as hard to gain their attention. 

The estimated amount of advertising messages an average person sees every day has increased from around 500 in the 1970s to an astronomical 10,000 today. The rise of online and digital marketing has largely contributed to this increase, and by 2021 a predicted 330 billion US dollars will be spent on digital advertising. 

As the fight for consumer attention rages on, a customer-first approach is the key to success. Customers are demanding to be treated as individualsand personalization is now seen as a ‘hygiene factor’According to a recent McKinsey study, 80% of US consumers expect a retailers to provide them with tailored experiences and 66% of consumers say encountering content that isn’t personalized would stop them making a purchase. 

Data is central to delivering the customer experience consumers of today demand. And that’s where Plexure can help. As a leading provider of mobile marketing engagement solutions to some of the world’s best-known brands, we’re here to help you create moments of magic for your customers. Our intelligent platform combines customer and contextual data with advanced data science (Artificial Intelligence and Machine Learning) to help marketers pinpoint what their customers really desire and deliver the right messages at the right time.  

If you would like to find out how Plexure can help to personalize the engagements your brand has with it’s customers, book a demo to see our intelligent mobile engagement platform in action.

Check out our ebook, 100 years of marketing, for a more in-depth overview of the evolution of marketing.