The new year is fast approaching, so it’s high time we evaluated our marketing strategy and devised tactics to shake things up.
Digital marketing is one of the fastest changing industries – is your marketing strategy agile enough to adapt?
In 2020, more marketing innovations were introduced (driven by technology and a pandemic that changed all aspects of our lives), but one of the most prominent trends is: Data
Never before have brands had access to so much marketing data that includes:
- Internal / private data (customer email addresses, purchase settings, etc.)
- Public data (such as competitors’ recognizable marketing tactics, overall buying trends, etc.)
You don’t have to be a data scientist or invest hundreds of thousands of dollars in data collection agencies to create a data-based marketing strategy today. Thanks to the Internet, big and small brands can access more data that they can process.
And that’s a nice thing because it gives a competitive advantage to smaller brands eager for innovation.
Here are some data-based tactics that anyone can apply, even without technical skills:
Improve data quality
Data: Brands lose up to 20% of revenue due to poor practice in data quality (Source: zdnet / Data quality)
Sisense defines data quality as follows:
Data quality measures the state of your data, using factors such as accuracy, consistency (in all fields in data sources), integrity (whether fields are complete), and usability.
How to recognize poor data quality? There can be a variety of factors, including:
- Is your data consistent? In other words, if it comes from different sources (which is usually the case), does it correlate?
- Is your data relevant? In other words, do you use data that helps your business? If you use Facebook likes as a measure of your success, what exactly does this data make your revenue grow?
- Do you collect the necessary data? Does your company have the data it needs to drive growth?
Improving data quality is not only necessary, it is also feasible. There are multiple solutions that collect, organize, and combine data to turn it into effective insights delivered to each of your teams. The two easiest and most affordable solutions include:
- Ref (create dashboards to consolidate data and deliver the most relevant data to each of your teams)
- Order SE (Extract a lot of data from different sources to track health, position, traffic, etc.)
- Whatagraph (convert data into visualized email reports that are delivered to different teams within your organization
Accept inclusive marketing
Data: Over 25% (ie one of 4) adults with disabilities in the United States (Source: CDC / On Disability and Health Infographics).
Do you include these people in your target audience? Do you create marketing personas that would include disability?
Inclusive marketing refers to the adaptation of technologies and messaging to enable under-represented groups to fully connect and experience brands online.
In an online context, inclusive marketing often means making your site accessible to people with all kinds of disabilities and difficulties. These disabilities can prevent web users from seeing page elements or navigating a website using a mouse or touch pad.
Involving these people in your marketing strategy is not just a smart move (otherwise, every fourth user of your site may have difficulty navigating or buying). It’s also a way to show that you care. That means making your marketing philanthropic.
The good news is, it’s also pretty easy to implement. You do not have to redesign your website to make it accessible to users with disabilities. Using a. You can easily optimize your site for any type of disability a solution called accessiBe.
There is also Do it yourself, make your place accessible but you will probably need some time.
Use Cross-Channel Marketing
Data: The number of channels that consumers use to make a purchase decision is growing. Just over ten years ago, the average consumer used two points of contact when buying an item. Four years ago, consumers already used an average of six touch points with almost 50% regular ones more than four. (Marketing Week / Why marketing professionals fail to target consumers at key life events)
Many of these points of contact typically occur on different devices and through different channels. Millennial shoppers buy from mobile devices,
For example, a modern consumer will search Google before buying an item after seeing an ad on social media. And these two points of contact are very likely to happen on different devices.
What does this mean for companies?
They have to be everywhere.
You should also diversify your content strategy with a wide range of types to reach the largest potential audience across multiple channels. It will also help your project build authority, which is crucial to retention, outflow reduction and overall brand loyalty.
Yes, have a blog. It’s a great SEO tool and you should already know how to target keywords by now. But with that, make videos, create infographics, launch podcasts, guest on other podcasts and YouTube channels, embrace newer networks like TikTok and Instagramand contribute to other blogs. You should be constantly producing diverse content to be able to place on different channels.
Fortunately, content repackaging tools make this process easy and affordable for brands:
- Revenge: Convert any text to an infographic
- Haiku deck: Convert any text to a presentation
- InVideo: Turn any text into an interesting video
[Invideo allows you to create videos for Instagram and Facebook ads, customize Youtube videos to brand them better, and more!]
Customize your marketing
Data: 80% of people agree that they are much more likely to buy a brand product or service that provides a personalized experience (source: Epsilon Marketing / Personalization Effect)
Marketing personalization is one of the most powerful tactics out there, but many brands don’t really understand it.
Marketing personalization goes far beyond using “names in marketing email” or even “segmenting your email list according to previous engagement”.
It’s about personalizing marketing creating personalized experiences on the spot.
You browse the website and at the bottom you will see a handful of product suggestions. It shows a bar of items that you can say are based on people of your gender and your age, and much of it isn’t flattering. Mainly because it’s about choosing products you’ve never bought before or needed to buy, but that someone might assume would be enjoyed by a person of your target demographic.
Or you check your email and see a message with the subject “[Your Name], I need to talk to you right away! “After opening, it’s a generic, uninteresting car from someone’s newsletter that you forgot to sign up for. You roll your eyes and press ‘delete’ without further ado.
The examples above show how lazily you customize a potential customer. Is it weird that a fish doesn’t bite when the bait is so inactive?
Now imagine this:
You are on the same website, and below is a collection of items for which you have been asking for price comparisons all week. Other items are related to what you have purchased on the site in the past or have reviewed it elsewhere. They’re even in a decent price range for your usual budget.
You check your email later and there is a newsletter that you forgot to sign up for. But instead of a cheap clickbait, it has a topic about something that interests you. Take the time to click and read the whole thing, and even end up on the site via the coupon offered for an item you put in your cart a few days ago but didn’t pull the trigger because of the price. Now you get a 15% discount and you might not be thrilled!
Notice how each of the examples completely changes the consumer experience and makes them more willing to interact with your brand. All because you have shown them that you actually pay attention to them as individuals, and not to a category or demographic category. They are people, not walking dollar boards and extras.
That’s it the true meaning of personalized e-commerce and when done properly, it’s a great way to generate potential customers that turn to profit, and also to build a relationship with the customer base.
Marketing personalization is becoming increasingly available to smaller brands that lack huge budgets or technical teams. Finality is a web analytics platform that comes with a powerful remarketing solution that allows you to customize your user experience based on:
- Source of traffic
- On-site operations
- Demographics (gender, age)
More importantly, it is extremely easy to set up and very convenient.
What is real morality or something to take here? Marketing innovation is a process that never stops. You can never consider this task complete, but it is also what makes digital marketing such an exciting industry. Good luck in innovations and inventions!
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