Читать книгу Intelligent Connectivity - Abdulrahman Yarali - Страница 24

Business tech has experienced exceptional growth and it is expected that the same trends will continue in the next decades. It is essential to note that organizations are creating value out of their social business. Therefore, the adoption of social value is an indication that organizations are experiencing business maturity. The world of marketing is becoming personalized and contextualized. This is attributed to teamwork between IT and marketing teams, where they work together and establish tools geared towards emerging technologies. These teams' goal is to guarantee that the organization's marketing strategies are transformed, and the organization can face competition and penetrate their market (Kraus, Harms, and Fink 2010). Moving beyond marketing means that technology has enabled organizations to treat every individual fairly since they understand their preferences and behaviors (Kane, Palmer, and Phillips 2014). As a result, it is possible to create strategic engagements and identify the best methods that they can use to deliver their services.

Technologies used in marketing have been undergoing a renaissance. Thus, the future is intensive on channel‐focused solutions such as mobile platforms, management of content tools, and social platforms enhancement. The trends in moving beyond marketing are focused on adopting a new generation of marketing strategies and systems meant to deliver an unprecedented level of intimacy to the customers and deliver the ideal goals with precision. It is a process that requires the gathering of data, strategic decision‐making, and enabling organizations to create dynamic, individualized, and personalized experiences for the customers (Kraus, Harms, and Fink 2010). This aims to deepen the customer's emotional connections and drive business growth due to loyalty from the customers. The future of marketing is to ensure that customer expectations are met. Thus, the organizations need to ensure that the needs, wants, and previous interactions with the customers are satisfied and understood. Moving beyond marketing means that organizations must seek long‐standing relationships between them and their service providers in conjunction with the advertisement agencies (Kraus, Harms, and Fink 2010). It is essential to ensure that data management and customer management are done to meet customer's needs and expectations.

In the future, organizations need to integrate more data and technology in their formal practices since it will help them deploy the ideal consumer experience. In today's digital world, customers are in the driver's seat and determine their financial performance. Since there are endless options and channels in the market, organizations must remain competitive to create a differential experience while delivering their services. Even though moving beyond marketing is one of the best ideas in the ever‐changing technological features, it is essential to consider some of the process risks (Kraus, Harms, and Fink 2010). In this case, some of the threats include fraud and cyber threats presented by scenarios where credentials are stolen, limitations while securing data from various touchpoints, and regulations implemented to control the market force (Kane, Palmer, and Phillips 2014). Even though these challenges may impact the movement beyond marketing, organizations should seek turnaround strategies to overcome the problems to enhance their performance in the market.

Another aspect that promises to impact the movement beyond marketing is that a business is considered social. It is professed as a significant factor in today's world, and it is expected to transform marketing in the future (Kane, Palmer, and Phillips 2014). Statistics indicate that social business will continue to transform various industries since technology has experienced exponential growth where people are seeking services online. Therefore, marketing strategies will continue to change so that organizations can reach as many people as possible. Millions of people are connected to the internet, and thus social business will continue to grow as more people become connected to the internet. As a result, marketing strategies will also change since the traditional marketing modes will soon become outdated. Technology will continue to transform marketing strategies, and, in the future, organizations must develop innovative strategies that will enable them to tap more customers (Kane, Palmer, and Phillips 2014). The presence of social business maturity in an organization is meant to help them achieve their goals. Organizations need to have visionary leaders who will implement innovative ideas to help the organization move beyond marketing.