Futuristic Perspective in Marketing

While everything in the world is being reshaped, marketing and marketing communication have undergone significant changes and metamorphosed in parallel with the developments in mass communication. Modern marketing has gained new dimensions in a structure that is interactive, measurable and oriented according to the needs of the consumer, and has developed on the basis of interactivity and speed provided by digital media. This development will continue as long as the relationship between a buyer and a seller, in the most basic terms in global and local markets, remains in question.

Strategic orientations in marketing communications will continue to be influenced by consumer behavior and will continue to evolve in a bidirectional manner. Therefore, the definition of the interlocutor referred to as ‘consumer’ will gain new meanings in every era. In this framework, we are moving towards a future where the classical 4P approach or efforts to formulate approaches such as 4A, 4Ç (recently 4E) are on the one hand, but the main thing is always relationship management, human orientation, which will always necessitate a multi-faceted, multi-dimensional understanding of communication.

Of course, the complete disappearance of the physical world is out of the question. By integrating augmented reality and mixed reality channels on top of what we know, we are preparing for a marketing world where new touchpoints will open new windows by applying this blend to in-depth market analysis. In other words, how accurately and meaningfully each ‘sender’ will unfold each message to the other ‘receiver’ will gain meaning when it is differentiated by combining it with empathic visions and intuitions from a communication perspective, not only based on rational analysis in sales logic.

Not content with being the leader of its time; those who understand that digitalization, marketing and communication investments are worth diamonds, and businesses that foresee the future according to their age and expand their focus in this direction will be the winners of the coming years.

In particular, it is more important than ever to stand out in the eyes of the consumer, who is exposed to masses of messages through elements of the physical and digital worlds, and to keep their trust fresh. According to research, consumers are now looking for more than functional features. Therefore, an important part of the intangible benefits offered to both differentiate from others and encourage consumers to buy and to provide satisfaction is to create and maintain a solid relationship of trust. Establishing trust on issues such as data security and the way data is controlled in the digitalization agenda is an important step in marketing communications. Investing in a comprehensive data security platform means starting to manage critical data more accurately. On the other hand, being able to accurately and adequately articulate your attitudes and policies regarding data can also influence decisions about the choice of your services and products. This requires a good understanding of consumer data privacy concerns and sensitivities. Providing consumers with accurate information about the collection and processing of their data is how a brand, institution or organization inspires trust.

Solutions such as offering personalized options for data protection also give customers a sense of control over their data. Thus, despite the bombardment of messages, it is easier for the desired messages to stand out among the others and reach the addressee. In addition, working with and investing in a secure infrastructure and solutions system for the transfer of data also helps to reinforce trust on the part of customers or suppliers. A business that values and has the vision to invest in systemization, automation and commercial communication with solutions such as EDI increases its reliability and ultimately its reputation.

According to research, marketers who organize their marketing efforts according to specific strategies are 397% more likely to report success, while goal-oriented marketers are 376% more likely to report success. In other words, creating a guide on how to strategically plan which goal, from which angle, and how to move towards it, leads to success. Understanding the customer forms the infrastructure of the entire process in order to evaluate the communication dimension of deep analyses on which interlocutor, what kind of expectations and needs this guide will be prepared to meet.

Whether in B2B, B2C or other business models, the perspectives of a business and the interlocutor to whom it wants to sell its products/services are always different. The brand and customer relationship, which has a dynamic structure that depends on many variables, is one of the most important issues that are becoming more and more important in the development process of marketing. In this relationship, adding contextual insights and an empathetic communication approach to analytical data enables organizations and brands to look at customers from a different perspective.

Establishing a special relationship with the customer with an empathetic perspective in marketing communication not only brings high performance in goal-oriented marketing efforts, but also ensures preparedness by anticipating the future. Of course, the journey of taking action and preparing for the future with a futuristic perspective brings a unique course for each organization. Equally, for each organization, the requirements, strategies, messages and outcomes of this journey are also unique to that journey.

All elements of digital marketing, such as social media news, display ads, social ads, Google ads, SEO, and even email blasts, will continue to be designed more algorithm-focused as data is optimized by algorithms. Therefore, a future awaits organizations where they will target more intricate user experiences with specific strategies to be developed according to the optimization of algorithms. Content marketing, in particular, has become a marketing power whose importance has increased exponentially during the pandemic. Creating this power requires not only sharing appropriate content for the target audience’s interest, but also not seeing it as a follower base. It will become even more important to establish a relationship with followers by seeing them as interlocutors with preferences, emotions and demands, and thus to manage this relationship and turn followers into users.