The evolution of the digital world has greatly leveraged new digital techniques and solutions being used by companies of all sizes and markets.
This evolution takes place through the digital transformation that has been impacting the digital world with new technologies such as robotics techniques, industry 4.0, big data, business intelligence and analytics, artificial intelligence, and much more. This market will reach $2.3 trillion in the next 10 years.
Following this trend has become mandatory for all companies. Those that are evolving in this digital world, applying new data management techniques, for example, grow 30% per year and are expected to earn $1.8 trillion in 2021 (Forrester, 2018).
The innovation of digital technology is so fast that companies and professionals cannot keep up with its evolution. Now, a recent survey by the McKinsey Global Institute, where it evaluated what it called the Digital Frontier Gap, on a scale from 0 to 100, with zero being little technologically advanced and 100 being very technologically advanced, where the various business segments are positioned, identified that the world average is still only at 24.1. In other words, we still have a long way to go for companies to be at the top when it comes to digital techniques and solutions.
And with that, companies have had more and more difficulty in keeping their marketing activities up to date and teams of professionals updated and trained in all the knowledge and techniques available in this new digital world.
Marketing technologies, also called martecs, today a jargon that is becoming well known and which means a technological marketing strategy. And that strategy is a set of tools, based on new techniques, that marketers and corporate executives apply to improve their marketing efforts. To learn more, read our blog: A guide to designing your technological marketing strategy
Today according to research by chiefmartec.com, in their study Marketing Technology Landscape, in 2022 we will have 9,932 digital technologies available and working in companies as digital solutions. This represents a 6,521% growth in new technologies in the last 10 years, or 24% just from 2020 to 2022 (no study done in 2021).
Now, what do these digital marketing technologies do for businesses?
As we have already said, the digital world is very broad in terms of solutions and services offered. It looks like a subway map where each path represents an important vertical of digital marketing strategies, such as SEO, Sponsored Links, Content Marketing, Social Media, Mobile, and other paths that cross them represent performance analysis activities, measurement , management and innovative techniques that overlap each of the strategic solutions mentioned. Those would be CRM, AI and analytics, for example. Now, the digital activities in each of these paths are multiple, involving steps and actions to be carried out for the proper functioning of these solutions and the generation of good results.
Now, all this is still very little within the universe of digital marketing activities/solutions available to the market.
This breadth of digital marketing activities has become so vast that companies are unable to specialize in everything. How the digital market has completely verticalized. Marketing companies offer solutions to their customers that are more focused on their specializations. Marketing service providers are no longer able to deliver all required solutions without help from third parties, or partners or other ways to supplement their services to fill in the blanks.
Marketing activities have grown so much that no one can know all the digital solutions available on the market and which ones are best for their business. Neither can they embrace all this knowledge and specialize in everything. Not to mention the speed of this technological evolution, which we have already mentioned above, regarding the new solutions that appear every year.
With this comprehensive and powerful technological evolution, companies were forced to seek new ways of working their marketing!
With this challenge in mind, a new business model for marketing and related activities emerged which is called the Enterprise Gateway Marketplace (EGM). He came to change the communication market, in general, helping to automate the interaction between companies looking for marketing solutions, both online and offline, for their business and suppliers with the capacity to make the punctual or broader deliveries required. . As stated in a recent publication in Exame magazine, on this topic “Although the acronym EGM (Enterprise Gateway Marketplace) is new, this revolution within marketplaces has been pointed out by experts as one of the main trends in multinationals and the next revolution within business models”
In this marketplace, companies can seek the digital solutions that are required by projects or activity or specialization, recurring or non-recurring, and much more. In other words, the company that manages the marketplace offers and makes available to its customers the suppliers, for the required services, that operate in the marketplace and will be selected by decision of the requesting company itself. The latter, in turn, will pay a service fee for managing the platform and assisting in the selection of available providers for the requested services.
The marketing services available on the platform are contracted and negotiated directly between each company and the suppliers involved in the contracted projects or services. This allows companies not to have to hire permanent professionals for all the specialties of marketing solutions and services that they may want to adopt for their business. The company also has the support of professionals specialized in this line of business, in the selection of the best options and in the evaluation of the performance of online and offline marketing providers that have been approved and operate in the marketplace, ensuring continuous improvement in service delivery.
This is another example that proves that the digital world will continue this technological evolution continues, similar to the last 10 years, where companies walk a path of permanent ascension when we talk about the new digital solutions available and that can contribute to ensuring improvements in the satisfaction of their customers. customers, who increasingly demand high-quality services, and, consequently, increase their results.
*About Caio Cunha
President of WSI Master Brasil, co-founder of WSI Consultoria and member of the Global WSI Internet Consultancy Advisory Board. With more than 25 years of experience in the technology industry, he has reached high-level executive positions in large multinational companies such as PWC (with IBM and Unisys clients), SAP and Hitachi Data Systems, in Brazil and abroad. Consultant in business training and digital marketing strategies, he helps companies in the search for effective solutions for the expansion of their business.
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