The new year is fast-approaching, so it’s high time that we evaluate our marketing strategy and come up with tactics to shake things up.
Digital marketing is one of the fastest-changing industries out there – is your marketing strategy agile enough to adapt?
There have been many marketing innovations in 2020. They were driven by technology and the pandemic which has changed every aspect of our lives. However, one trend is most prominent. Data
Never before have brands had access so many marketing data. This includes:
- Internal / private data (customers’ emails, buying preferences, etc.)
- Public data (like competitors’ identifiable marketing tactics, overall shopping trends, etc.)
You don’t need to be a data scientist or invest hundreds of thousands of dollars in data collection agencies to create a data-driven marketing strategy these days. The Internet allows big and small brands to access more data than they can process.
It’s a beautiful thing. Smaller brands that are open to innovation have a competitive advantage.
These are data-driven techniques that anyone can apply, even if they don’t have the technical skills.
Enhance the quality of your data
DataPoor data quality can lead to brand revenue losses of up to 20% (Source: (*()zdnet/ Data QualityData quality as follows
Sisense definesData quality is the state of your data. It measures accuracy, consistency (in every field across all data sources), integrity, (whether the fields have been completed), and usability.
How can you identify poor data quality? There are many factors to consider, including:
Is your data consistent? In other words, if it’s coming from different sources (which is usually the case), does it correlate?
- Is your data relevant? In other words, are you using the data that helps your company’s bottom line? What data can you use to increase your revenue if you’re using Facebook likes?
- Are you able to collect the data that you need? Do you have the data necessary to foster growth in your company?
- Improving your data quality is not just necessary, it’s also quite doable. There are many ways to collect, organize, and blend data in order to create actionable insights that can be delivered to your teams. These are the two most cost-effective and easiest solutions.
You can create dashboards to consolidate data so that you can deliver the most relevant data each team member needs.
- CyfeYou can pull data from many sources to monitor site health, traffic, positions, etc.
- SE RankingTurn data into email reports that can be visualized and sent to different departments within your organization
- WhatagraphEmbrace Inclusive Marketing
: Over 25% (i.e. One in four(Source: .CDC / Disability & Health InfographicsAre these people included in your target audience? Do you have marketing personas that would include a disabled person?
Inclusive marketing is the use of technology and messaging to allow underrepresented groups to connect with and experience brands online.
In web context, inclusive marketing can mean making your website accessible to people with disabilities or difficulties. These disabilities might prevent web users from seeing page elements or navigating a site with a touchpad or mouse.
This is a smart move. Without them, your site might be difficult to navigate or make a purchase. It’s also a way to show that you care.
This means that your marketing should be philanthropic..It’s also very easy to do. You don’t have to re-design your site to make it accessible to users with disabilities. Using a specialized tool, you can easily optimize your website for users with disabilities.
.solution called accessiBeThere’s also a
It is likely that it will take you some time. DIY way to make your site accessibleUse Cross-Channel Marketing
: Consumers are increasingly using more channels to make buying decisions. In fact, the average consumer used just two touch-points to purchase an item a decade ago. In fact, consumers used six touch-points on average when buying an item four years ago. Nearly half of them were still using them regularly. More than four. ((*()Many of these touch points are done on different devices or through different channels. Shoppers of the millennial generation shop on mobile devices.Marketing Week / Why marketers are failing to target consumers at key life eventsIf a social media ad is shown, a consumer may search Google before purchasing an item. These two touch-points will most likely occur on different devices.
What does it mean to businesses?
They must be everywhere.
Diversifying your content strategy should be a priority to reach the largest audience possible on multiple channels. This will help you build authority and increase brand loyalty, retention, churn, and churn.
Yes, you can have a blog. It is a great SEO tool. You can also create videos, infographics, and launch a podcast.
Contribute to other blogs. To market to different channels, you must produce different content all the time.
Brands have the advantage of content repackaging tools that make this process simple and affordable.TikTok and Instagram: Make any text an infographic
: Make any text into a slideshow
- Venngage: Transform any text into an engaging video
- Haiku DeckPersonalize your Marketing
[Invideo allows you to create videos for Instagram and Facebook ads, customize Youtube videos to brand them better, and more!]
80% of respondents agree that personal experiences are more appealing to them when they buy a product/service from a brand. (*()
Marketing personalization is one of the most powerful tactics out there, yet many brands don’t really understand it.Marketing personalization is going far beyond using “the first name in the marketing email” or even “segmenting your email list by previous engagement”.Epsilon Marketing / The impact of personalizationMarketing personalization refers to
creating on-site personalized experiences
As you scroll through a website, a few product suggestions appear at the bottom. It displays a selection of products that are based on people your age and gender. Some of it is not flattering. It is a selection that you have never purchased before or used, but that someone might think would be of interest to your target audience.Or you are going through your email and catch sight of a message that is titled, “, I need to speak to you right away!” Upon opening it, it is a generic, uninteresting automail from someone’s newsletter you forgot you had even signed up for. You roll your eyes and hit ‘delete’ without going any further.
These examples demonstrate how easy it is to customize to suit a potential customer. Is it any wonder the fish aren’t biting when the bait is so unappetizing?
Now, imagine this:[Your Name]Below is a list of items that you have been searching for price comparisons every week while you are on the same website. Other items are related to what you have previously purchased from the site or that you have reviewed well elsewhere. They even come within your budget.
You are looking through your email later and see a newsletter that you haven’t signed up for. It isn’t just clickbait. The subject line talks about something you are interested in. You take the time to click and read the whole thing and even end up back on the website through a provided coupon for an item you had put in your cart a few days before but hadn’t pulled the trigger on because of the price. Now you are getting it for 15% off and you couldn’t be more thrilled!
Each of these counterexamples completely changes the consumer experience, making them more likely to engage with your brand. This was possible because you actually paid attention to them as individuals and not as a group or demographic. They are people, not stat sheets and dollar signs.
This is the
When done correctly, it can be a great way of generating leads that turn into profits and also to build a relationship and trust with your customers.
Marketing personalization has become more popular for smaller brands with limited budgets and technical teams.
is a web analytics platform that comes with a powerful re-marketing solution allowing you to customize users’ experiences based on:true meaning of personalized ecommerceSource of traffic
On-site actionsFintezaDemographics (gender, Age)
- What’s more important, it is extremely easy to set up and very affordable.
- What’s the real moral or takeaway here? Marketing innovation is a never-ending task. This task is impossible to complete, but it is what makes digital marketing so exciting. Good luck with your innovating and reinventing!
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