The digital age is upon us, and it is unsparing in its reach. Every aspect of a company needs innovating in order for the organization as a whole to stay ahead of the competition.

Related: 4 Ways Entrepreneurs Can Embrace the Next Phase of Digital Maturity, ‘Cognitive Transformation’ In this world of demanding consumers, then, catching their attention via effective messaging is vital to begin any relationship, and only continued — and excellent — marketing will sustain a loyal customer base in a time of constant disruption. Here are five ways to build a better marketing strategy using innovative technology, and to stay ahead of the game in the digital age.

Today’s web ecosystem is one of interconnected subcommunities. The vast scope and nuances of these communities can make it hard to segment them into distinct, targetable groups. It also makes it harder to reach these distinct communities without an intermediary.

However, technology like the blockchain is making it easier than ever to reach out directly to these types of groups. Related: When It Comes to Innovation, Go Big or Go Home The potential of a marketing tool to be able to reach a global community in a hyper-targeted, peer-to-peer fashion is on the horizon. If the disruption blockchain is capable of is any indication, this tech should be keeping status quo web marketers up at night.

Web channels and forums are based on interests, but are completely sustained by the free flow of information, relationships and exchange among their members. While some tend to be static or exclusive, many are constantly growing, sharing and adapting organisms. Finding and targeting these communities should be a key plank in any effective marketing strategy. Read more from entrepreneur.com…

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