Communication Tech: change and its impact on

 Communication Tech: change and its impact on

Communication Tech: change 

Communication Tech The term "Digital Transformation" has gained great importance in recent years, becoming the protagonist of the thoughts and strategies of most companies. The appearance and importance of this term are not surprising if we take into account that every ten years or so, a technological revolution takes place that starts great changes. This communication Tech evolution affects the change in user behavior, which is key to understanding the importance of digital transformation in companies. Google is aware of this evolution and has launched the Digital Marketing Transformation program, intending to inspire and help companies in the development of the new Data-Driven Marketing.

Each revolution has directly influenced the way we work and interact. Thus, for example, we observe that since 2006 there have been more searches on Google from mobile than from a computer. This fact encourages a change in the behavior of users and hence a new need for adaptation for companies. The consumer always becomes the main protagonist of the different communication Tech revolutions that are taking place.

Carrying a smartphone with us at all times affects our habits, for example, the way we access information, the immediacy with which we can now book a hotel or make any query instantly. To this new reality, we must add the importance of knowing the consumer and offering them the information they need, making it necessary to analyze, process, and activate the data. 

Intending to respond to all these changes of great importance, we present DATA-DRIVEN AUTOMATED MARKETING, the marketing of the communication Tech future that responds to the new consumer more demanding, curious, and impatient than ever. Marketing is based on data and technology at a scale that allows analyzing where the user is, what is the most ideal moment to be reached and how the path to loyalty is built, as well as personalizing each format and message with which it is reached to try to get the maximum result.

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The adaptation of companies in each revolution passes through their commitment to creating frictionless next-generation experiences. It is no longer enough to replicate what has been done in the offline world and move it online, but the key is to know how to improve the customer experience thanks to the use of data and new technology. We are talking about taking into account assets and experiences as the basis of our business, not only satisfying the needs of the client but also adapting to the new behavior of the user.

Currently, we are no longer surprised by the great role that the mobile phone has acquired in recent years in digital marketing, reflecting the importance it has in our lives. Seeing the news, making the purchase, checking the weather, or ordering a taxi has become common actions in users, and this daily life should not be interrupted by failed experiences but improved by accompanying the company in the evolution of technology or adaptation of formats. Given the current trend in the use of voice, companies must know, not only this new form of interaction with consumers and the consequences of this innovation but also how the user deals with this technology to offer what search and need, improve your experience, and ensure we provide the best possible service.

Satisfying the needs of the user implies extremely knowing them and therefore, companies must understand where their audience is. and how to address them with the right message at the right time. For this, an exhaustive analysis of it is necessary through the use of data to be able to take better advantage of the resources we have and make an effective impact. Some companies currently continue to use exclusively sociodemographic planning to reach their audience, 

But what would happen if many times the analysis of the data hid a truth contrary to those plans? Would you be surprised to learn that 60% of car searches are made by women? And if it is stated that 45% of game searches are made by people over 35, would we believe it? Thanks to the abundance of data we can understand the user experience with greater precision and identify the user's intention at each of their points of contact with the brand and be able to offer what they are looking for at all times.

This analysis is so important that it cannot be a secondary task and it is key to give it the resources you need. To know what to offer consumers, we must know what they want us to offer them. It is very common for companies to spend 80% of their time performing routine tasks with little added value and 20% thinking about strategy, so automation must become a fundamental pillar of the same. What would it be like to have more time to think about more relevant and impactful campaigns? Automating routine actions is key to a change in strategy where the focus will be on the impact received by the user and their subsequent conversion.

 

If we talk about "attribution", offering a more relevant user experience will translate into a positive impact on the bottom line, in the form of more sales, better customer satisfaction, and loyalty.

This positive experience is highly dependent on formats and platforms. Where is our audience? How can we get to it? Access to our audience is also essential and goes through being able to adapt our message to all the formats and channels where they are found. The consumer may be reading a review in an online newspaper, watching a review on a YouTube channel, or listening to an opinion on a podcast and our message has to be able to impact them by adapting to the specifications of each medium.

Digital Transformation will continue to be one of the main tasks of companies, which will have to adapt to the hectic pace of technology and the challenge of understanding the change in user behavior. For this reason, Google launched the exclusive Digital Marketing Transformation program, focused on inspiring and developing the skills that a great brand needs to be prepared for the new Data-Driven Marketing.

Brands that have already adequately incorporated a Data-Driven Automated Marketing strategy achieve a 20% increase in their revenues and a reduction of up to 30% in cost efficiency.

There is an exciting future for marketing that will have an impact in all areas of companies, with collaboration between the entire ecosystem being more relevant than ever.