How Marketing Industry Is Changing To Meet Customers Requirements

In traditional advertising, advertisers focused on one platform for promoting products and services

. For instance, advertisements were created and displayed on television. As years passed, advertising became complex. Availability of varied platforms and Aware Customers forced marketers to design strategies which are unique, engaging, and connect different platforms. Instead of focusing on product or service, advertising campaigns are customer-centric. The campaigns are designed keeping in mind the needs, requirements and interests of the target audience. All in all, the world of advertising is changing rapidly and global digital agencies are required to keep a pace with it.

Out of many recent changes introduced by marketers, non-linear storytelling is the one to remember every time a marketing strategy is being designed. Using non-linear storytelling, advertisers create different videos narrating a single story. The unique aspect of non-linear storytelling is each video is self-contained and capable of holding the attention of visitors. So, even if the viewer is not aware of the entire story, he can still enjoy watching individual videos. Of course, creating storyline for non-liner storytelling is challenging but this is what advertising is all about. Worlds leading global digital agency designs strategies and videos keeping the non-liner aspect in mind.

Another significant change in the marketing industry is increasing importance of content. Instead of presenting repetitive content, marketers are genuinely making an effort to come up with unique and engaging content. The content shared by leading digital agencies is not just entertaining but informational too. By inserting graphics and images, the professionals try to make it more appealing. These days, marketers are not only concerned about creating unique content but they also want it to be shared on different platforms. Viral videos and images are examples of content that end-users shared millions of times on social networking sites like Facebook and Twitter.

Also, the industry experts have witnessed a considerable change in the pattern of purchase funnel. Online purchase is no more a linear process and consumers are likely to move back and forth before finally buying the product. According to experts, the reason behind this trend is easy availability of information over the Internet. Buyers around the world refer to news, reviews and consumers feedback before buying a product. And lastly, marketers these days believe that strategies should be designed keeping in mind the entertainment factor. Be it a video, infographic or simple text; it should entertain readers forever.

SapientNitro concepted, designed and developed an in-store iPad app to enhance the retail process for sales associates and customers alike. This uniquely brand-tailored tool includes the product catalog, inventory management, online sales and more saving time and money through a fantastic experience.

by: Abhishek Kumar

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