The New Era of Marketing: How Brands Are Adapting to Changing Customer Expectations

A key component of a business is marketing, which entails developing, delivering, and exchanging goods and services to satisfy the needs of consumers. As the world becomes more globalized and interconnected, marketing has become an even more crucial component of business strategy. It plays a significant role in the success of any business.

The emergence of digital channels has fundamentally changed how businesses approach marketing globally. Social media sites like Facebook, Instagram, and Twitter have given businesses new ways to interact with customers and advertise their goods and services. International sales of goods have become simpler for companies thanks to e-commerce sites like Amazon and Alibaba.

Over the years, marketing has also undergone a lot of change in Kenya. In the past, traditional media like billboards, newspapers, and television commercials were the main focus of marketing in Kenya. But with the development of digital channels, companies in Kenya are increasingly using social media and e-commerce websites to advertise their goods and find new clients.

Social media is now being used by businesses to interact with customers and advertise their goods. For instance, Safaricom maintains a significant social media presence on websites like Twitter and Facebook, where it shares updates on its goods and services and offers customer service. Furthermore, Jumia, an e-commerce platform, has made it simpler for Kenyan companies to market their goods online and reach consumers throughout the nation.

Several trends and challenges in the future are probably going to influence how businesses approach marketing. The trend toward personalized experiences are one of the biggest ones. Today’s consumers demand that companies recognize their particular needs and preferences and offer them offers and recommendations that are pertinent to those needs. Coca-Cola has used personalized bottles with customer names, for instance, to forge a closer bond with its patrons.

Utilizing AI and automation to improve efficiency and streamline marketing processes is another trend. For instance, automated email campaigns can be used to nurture leads and increase conversions, while chatbots can be used to quickly and personally respond to customer inquiries. For instance, most banks have a chatbot online to offer customers customized banking services. The other day I asked one a question and I got an interesting answer.

Another issue in marketing that is becoming more and more important is data security and privacy. Brands must ensure that customer data is stored securely and be open about their data collection and use procedures. Businesses must abide by these rules to prevent legal problems and damage to their reputations. The Kenyan Data Protection Act has established new standards for data privacy and protection.

Get a copy of the book COMMUNICATE TO CONVERT YOUR ULTIMATE MARKETING COMMUNICATION GUIDE to learn more about this and other marketing-related topics.

Communicate to Convert: Your Ultimate Marketing Communication Guide: ISBN: 978-9914-49-208-8.

Dr. Mary Mugo
Strategy, Leadership, Team Development, and Governance Consultant.


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