Marketers face certain challenges that are unique to present conditions. One of them is how to target content at a time when attention spans are getting shorter, and all are promising certain solutions. Also with too many players in every industry, there is the challenge of product differentiation. A number of players are playing the price war, and this provides others a challenge to convince customers to buy their products without providing discounts. Market research conducted by Gartner shows certain buzzwords which dominated the marketing world in the year 2015 such as – predictive analytics, growth hacking, responsive design, social media etc. The challenge for marketers is to steer clear of buzzwords and still delivering value without falling into the shiny object trap. Finally, it has been understood that purchase decisions are based around emotions and that is what marketers must fully comprehend to target content accordingly.

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