Innovation: Key Challenge For Digital Marketers

by CXOtoday News Desk    Apr 02, 2014

digital innovation

While digital marketing is the new buzzword in the fast-evolving industry, Norbert Sagnard, digital marketing expert and a lecturer in the current Belfast Professional Diploma in Digital Marketing, believes the biggest challenge for marketers is to keep pace with the constant digital innovation.

“At the recent Mobile World Congress in Barcelona, I was reminded how digital innovation is impacting the practice of mobile marketing. What to do with ‘cameras without lenses’, or with ‘proximity sensing’ that allows you to move content on a smartphone screen without actually touching the screen, or with paying your retail purchases from a nod of your head,” Sagnard mentions in an article in Belfast Telegraph. He mentions that such new techniques always seem outlandish at first, yet they become the new normal for billions of smartphone users around the world rapidly.

According to Sagnard, technology breakthroughs are coming thick and fast, thanks to crowd-funding and angel investment, where companies are setting up and growing their tech business and launch new products within a few months. However, the challenge for marketers is to stay up-to-date on new digital technologies, to engage and communicate with the billions of smartphone users – the general population in developed economies – who watch more video every day and adopt new ways of communicating through apps like Snapchat, Whatsapp and others.

Sci-fi movies seem to precede our reality with ever less delays, tricks from Star Trek and Minority Report are here today, but the fundamental question for marketers is which communication tools and style to use, in order to address the fickle mood of their audience, or to devise mobile commerce journeys that make shopping effortless and enjoyable from a mobile device.
-Norbert Sagnard, digital marketing expert and a lecturer, Belfast Professional Diploma in Digital Marketing

The spate of mobile technologies like augmented reality, frictionless payments, wearables, NFC, smartX – watches, fitness trackers, houses, cars – forces creative professionals to adapt brand stories leveraging the technical capabilities of the moment, says Sagnard as he raises the question: “Can marketing innovation only be subordinate to digital innovation?”

Over the past decade, marketing has evolved into digital due to web innovation and is now exploding into a myriad of combinations in the mobile space, where both real and virtual worlds blend. Sagnard writes in the article, the quickening pace of technology innovation sets us all, marketers, the challenge of dedicating ourselves to continuous learning, refining, adopting or discarding in weeks rather than months, new mobile technologies.

In such a scenario, he believes “We must make decisions fast, yet achieve the objective of raising brand differentiation, brand value and customer satisfaction, which includes those timeless marketing values.”