GLORIA ANDERSON FOUNDER & EXECUTIVE DIRECTOR AT TEDI

Innovation has changed marketing by making campaigns more personalized and immersive for individuals and making the ecosystem that are more coordinated and focused on for marketers. The interface between brands and individuals have been changed. Today consumers, particularly Millennials, want to have relationships with brands. It’s not just the value they receive from your product anymore. They want to trust you and trust that you stand behind your values. Technology, particularly the Internet, has given customers more power. They can search the Internet to arm themselves with information about the products and services they want to buy long before they enter a retail store or call a B2B salesperson. Three areas of marketing which have been transformed by digital are the speed, relevance and reach of campaigns.

Digital marketing has too enormously expanded its significance. Messages can be targeted with a laser focus to very specific groups offering them relevant content. Meanwhile, the reach of campaigns has too expanded incredibly. With so numerous distinctive ways that clients access to media, whether through Facebook, YouTube, news websites, by mobile or tablet apps, a solid thought can rapidly pick up tremendous scale