What will the future hold for professional services marketers? This question was top of mind earlier this year when SMPS launched a research initiative to attempt to answer that question. More than 330 members participated in the research, which sought to gain insight into current marketing practices and predictions as to how these practices will evolve over the next three years.
One of the primary drivers for the research was to look at current business-to-consumer (B2C) practices, and to shine a light into how they are being incorporated into the business-to-business (B2B) market space, specifically in the A/E/C industries.
Survey participants were asked about their firm’s use of myriad approaches—what are they currently doing and how likely are they to incorporate these approaches over the course of the next three years?
A trend is defined as a general direction in which something is changing. The predicted trends over the next three years demonstrate that SMPS members believe they will increasingly incorporate marketing techniques being heavily utilized in the B2C sector today.
For instance, consumer-oriented marketers, like Amazon, are heavily focused on elevating the customer experience, incorporating a continual stream of data to customize their offerings and keep their customers coming back again.
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Written by Scott D. Butcher, FSMPS, CPSM, and first appeared in the December 2019 issue of Marketer.