CXOs: Key strategies to future-proof your marketing ecosystem

The status quo for marketing has changed in the digital landscape

The future can be compelling and yet frightening at the same time.  The slew of changes in technology, market conditions, and other facets means that there is a lot that could go wrong: A new trend, technology, or competitor can drastically change the status quo, leading to significant hurdles for businesses who are forced to play catch up.

This is where the idea of future-proofing has immediate appeal. Can your business find the best balance between marketing strategies, technologies, and engagement approaches to make your business less vulnerable to future business shocks?

Some of the threats that a business can face can come from competition, consumer tech, commercial tech, and even consumer preference changes in the long term.  Based on insights from 1827 marketing, let’s take a gander at some of the approaches to future-proof your business in an ever-evolving ‘phygital’ landscape.

Technological choices matter

One step that many business leaders tend to miss out on with their marketing efforts is striking a balance with technological adoption. First, make sure you choose a technology infrastructure or a future marketing strategy that can either survive eternally or be improved in the future while creating tech infrastructure or marketing strategies. [box type=”info” align=”” class=”” width=””]It’s difficult to predict which tech goods and tactics will endure and which will fade away, but if you focus on products with potential for expansion or that can be readily updated and enhanced, you’ll have a greater chance of being relevant in the long run.[/box]

It’s about having a holistic technological vision where every technology is implemented in a frictionless manner to make the transition as seamless as possible.

Presence, productivity, and platforms

Companies may increase resilience by using multiple viewpoints and situations to create value, capture value, and realise value. Connecting and synergizing the benefits of various sorts of value through platforms, visibility, and productivity is the future of building an efficient marketing plan. Businesses must adapt, innovate, and develop new business models in order to produce value; the current framework for accomplishing this goal is platform thinking. Creating new networks and partnerships, as well as direct connections between individuals and one’s brand, has a lot of untapped potential.

As professionals strive to exploit value in the margins afforded by unanticipated cultural shifts and new technology, this concept may be forgotten. Presence, or the methods through which we alter relationships, is unquestionably a crucial component of the framework. Concentrating our efforts here, on the other hand, might result in complicated digital marketing ecosystems that generate distance rather than relationships. [box type=”note” align=”” class=”” width=””]There is a need to make client journeys more digital with a human touch even where automation deployed. This seamless experience across digital touch points must carry over to in person ones in the physical world as most businesses today are ‘phygital’.[/box]

Finally, in order for future marketing tactics to be conceivable and effecruve, these principles must be combined with productivity. The emphasis must be on interactions and visibility thanks to the network effects of value generation and capture. To expand a creative product that provides a relevant and compelling consumer experience, efficient mechanisms are required. Companies must consider their marketing activities as powerful elements that support an overall and long-term company strategy, rather than focusing on just one sort of value to solve short-term issues.

Focus on value creation

Building a sustainable company model and working within an environment that may be called a “platform” on which to develop your business and marketing strategies is the first step in creating value. A new interactive and collaborative focus on strategy – changing from goods to platforms, funnels to flywheels, and broadcasting to collaboration – is generating value.

Consider the advantages of converting your brand into a location where people’s valued connections may develop. For example, you may build new experiences for customers by changing your interactions from one-way content to conversational marketing, user-generated content, and community development.

By focussing on thinking out of the box, building better customer engagements, and mechanisms that foster greater retention can businesses have a sustainable and future-proof marketing ecosystem.

– Lionel Alva