This, my third article in a series, continues to explore the major marketing processes and changes driven by new marketing technology. The two previous articles discussed strategic planning and customer targeting. They reveal how real-time technology was changing a static process. One of the key messages of this series is not that marketers have failed to conduct these steps of the process, but how technology is changing the way a marketing process is conducted and introducing new complexities/opportunities for business growth. As the new environment changes and matures, the overall job of the "marketer" is also evolving. The challenges presented by this evolution will challenge the creative, strategic and analytic skills of marketers for years to come.
This article focuses on what has been considered "creative" in the marketing process the development of marketing messages or offers and the decision of how those messages and offers reach customers. In this marketing process, technology once more radically alters a marketer’s activities, while increasing the scope and impact. Here’s a look at this change in detail.
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