We all know the digital world is innovating at exponential speed and marketers are playing constant catch up. Indeed, IBM’s recent Global CEO Study shows that organisations feel they are being bombarded by change and struggling to keep up.
That is why this year’s World Media Group Digital Communications seminar last week set out to provide an understanding of what these rapid transformations mean to advertisers, and how they should be adapting as a result.
This is because, as publishers, we have had to stay one step ahead of the digital curve. There is a blizzard of information available over the internet; to retain the role of ‘trusted media brands’ we have had to adapt – continuing to deliver the highest quality content while being flexible enough to engage on different platforms.
There was a great line up of digital marketing practitioners at the event, each with their own snapshot of the future of digital communications. What became clear as each person spoke is that marketers need to change to survive and one of the mantras of the day was to test, test, test. Different approaches work for different brands and, with technology often driving down the cost of experimentation, 10% of marketing budgets should be set aside for trying out something new.
Here are the top five lessons which I took from the day and which offer marketers a snapshot of thinking that will help them to shape their marketing, now and in the future.