The New Year is fast approaching, so it is high time we evaluated our marketing strategy and develop tactics to shake things up.
Digital marketing is one of the fastest changing industries – is your marketing strategy agile enough to adapt?
Several marketing innovations were introduced in 2020 (both due to technology and due to the pandemic that has changed all aspects of our lives). However, one trend is the most prominent: Data
Brands have never had access to so much marketing data, including:
- Internal / private data (customer emails, purchase preferences, etc.)
- Public data (such as identifiable competitor marketing tactics, general shopping trends, etc.)
You don't have to be a data scientist or invest hundreds of thousands of dollars in data collection agencies to develop a data-driven marketing strategy these days. Thanks to the internet, brands big and small have access to more data to process.
And it's a nice thing because it gives smaller brands that are innovative a competitive advantage.
Here are some data-driven tactics that anyone with no technical knowledge can implement:
Improve your data quality
Data: Brands lose up to 20% of their sales due to poor data quality practices (source: zdnet / Data Quality)
Sisense defines the data quality as follows:
Data quality measures the health of your data based on factors such as accuracy, consistency (in all fields across data sources), integrity (whether the fields are complete) and usability.
How can you 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 it usually does), does it correlate?
- Are your data relevant? In other words, are you using the data that will improve business results? If you're using Facebook Likes as a measure of your success, what exactly does this data do to drive your sales growth?
- Are you collecting the data you need? Does your company have the data it needs to drive growth?
Improving your data quality is not only necessary, but also quite feasible. There are several solutions that collect, organize, and blend data to turn it into actionable insights that are delivered to each of your teams. The two easiest and cheapest solutions include:
- Cyfe (Build dashboards to consolidate data and deliver the most relevant data to each of your teams.)
- SE Ranking (pull a lot of data from various sources to monitor your website's health, positions, traffic, etc.)
- Whatagraph (Turn data into visualized email reports sent to different teams in your company
Embrace inclusive marketing
Data: Over 25% (i.e. one of 4) of adults in the United States have a disability (Source: CDC / Disability & Health Infographics).
Are you including these people in your target audience? Are you creating marketing personas that would involve a disability?
Inclusive marketing refers to adapting technology and messaging so that underrepresented groups can fully connect and experience brands online.
Inclusive marketing in the web context often means making your website accessible to people with disabilities and difficulties of all kinds. These obstructions can prevent web users from seeing page elements or from using a mouse or touchpad to navigate a website.
Including these people in your marketing strategy isn't just a smart move (otherwise, one in four users on your website could have a hard time navigating or making a purchase). This is also a way of showing that you care. This means that you make your marketing philanthropic.
The good news is that it's pretty easy to implement too. You don't have to redesign your website to make it accessible to users with disabilities. With a solution called accessiBe, you can easily optimize your website for almost any type of disability.
There is also a DIY method of making your website accessible, but it will likely take time.
Use cross-channel marketing
Data: The number of channels through which consumers make a purchase decision is growing. Just over a decade ago, the average consumer used two touch points when purchasing an item. Four years ago, consumers used an average of six touch points, almost 50% regularly more than four. (Marketing Week / Why Marketers Don't Appeal to Consumers on Key Life Events)
Many of these touchpoints usually occur on different devices and through different channels. Millennial shoppers shop on mobile devices
For example, a contemporary consumer searches Google before buying an item after seeing a social media ad. And these two touchpoints are very likely to occur on different devices.
What does this mean for companies?
You have to be everywhere.
You should also diversify your content strategy with a variety of types in order to reach the highest potential audience on more channels. This will also help your project build authority, which is vital in terms of customer retention, reducing churn, and overall brand loyalty.
Yes, have a blog. It's a great SEO tool and you should already know how to target keywords. In addition, you can create videos, create infographics, start a podcast, be guests on other podcasts and YouTube channels, use newer networks such as TikTok and Instagram, and contribute to other blogs. You should be constantly producing different content in order to be able to market on different channels.
Fortunately, content repackaging tools make this process easy and affordable for brands:
- Venngage: turn any text into an infographic
- Haiku Deck: Turn any text into a slideshow
- InVideo: Turn any text into engaging video
(Invideo lets you create videos for Instagram and Facebook ads, customize Youtube videos to better brand them, and a lot more!)
Personalize your marketing
Data: 80% of people agree that they are more likely to buy a product or service from a brand that offers personalized experiences (Source: Epsilon Marketing / The Impact of Personalization).
Marketing personalization is one of the most powerful tactics out there, but a lot of brands don't really understand them.
Marketing personalization goes well beyond using the first name in the marketing email or even segmenting your email list based on prior engagement.
Marketing personalization is about that Create personalized on-site experiences.
You scroll through a website and see a handful of product suggestions below. It shows a strip of items that you could say relate to people of your gender and age, many of which are not flattering. Mainly because it is a selection of products that you have never bought or had to buy before, but that someone might assume would please someone in your target audience.
Or you go through your email and see a message that says, "(your name), I need to speak to you right now!" Opening it is a generic, uninteresting automail from a newsletter that you forgot you signed up for in the first place. You roll your eyes and click "delete" without going any further.
The examples above show how lazily you adjust to a prospect. Is it any wonder the fish don't bite when the bait is so unsavory?
Now imagine the following:
They're on the same website and below is a collection of items you've been looking for price comparisons all week. Others are items related to what you have bought on the site in the past or rated highly elsewhere. In fact, they're within a reasonable price range of your usual budget.
Later, go through your email and there is a newsletter that you forgot you signed up for. But instead of cheap clickbait, it has a subject line about something that interests you. You take the time to click and read the whole thing, and even land back on the website with a voucher provided for an item that you added to your cart a few days earlier but didn't trigger due to the price. Now you get a 15% discount and you couldn't be thrilled anymore!
Notice how each of the counterexamples completely changes the customer experience and makes them more willing to engage with your brand. All because you showed them that you actually paid attention to them as individuals, not as a category or population. They are people, not walking dollar signs and statistic sheets.
That is the real meaning of personalized e-commerce. When done correctly, this is a great way to generate leads that are profitable and also build a relationship with your customer base.
Marketing personalization is becoming more and more available for smaller brands that lack large budgets or technical teams. Finteza is a web analytics platform with a powerful re-marketing solution that allows you to customize the user experience based on:
- Traffic source
- On-site actions
- Demographics (gender, age)
More importantly, it's extremely easy to set up and very affordable.
What's the real moral or takeaway here? Marketing innovation is a never-ending process. You may never think this job is done, but it is also what makes digital marketing such an exciting industry. Good luck with innovation and reinvention!
Image by Gerd Altmann from Pixabay
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