The acceleration of digital marketing trends as well as technologies has many brands re-evaluating their digital marketing strategies. Digital marketers are learning that they need to be proactive in their planning, unless unforeseen events upend their campaigns. One clear catalyst for this was – without a doubt – the COVID-19 pandemic.
The pandemic drove two years’ worth of digital transformation in the first two months. It drove 10 years’ worth of ecommerce growth in the first three months. However the one constant thing was that consumer behaviours were forced to change.
Aside from the pandemic, brands were faced with two other challenges over the past few years: the loss of third-party cookies in addition to the advent of data privacy regulations. The result? Google, Apple, and other large brands announced changes to their tracking systems, so paving the way for the rest of the industry as it followed suit.
These connected events forced digital marketers to rethink their digital marketing strategies, finding new ways to reach customers in this privacy-focused, pandemic-conscious digital future. However rather than waiting for the new big disruption, marketers would be wise to begin adapting their campaigns for the foreseeable future.
Utilise Artificial Intelligence To Augment Your Marketing
Artificial intelligence (AI) is the study of creating systems which can make intelligent decisions and is also the “blanket” technology under which other capabilities – such as deep learning, machine learning, neural networks, pattern/image recognition, natural language processing, bots, autonomous systems, as well as more live.
AI marketing is the bridge between marketing and data. It allows brands to leverage technology and algorithms to understand and anticipate the behaviours of customers to serve better, more personal, more important experiences which lead to increased loyalty over time.
AI can help deliver a personalised marketing journey. Through SMS, push notifications, email marketing as well as content recommendations, AI can make suggestions which match customer interests. It achieves this personalisation through implementing mass-scale automated A/B testing in order to determine the best way of doing things. The algorithm updates itself to increase the personalisation of future marketing.
The future will see both increased adoption of AI marketing technology as well as a wider array of AI-related technologies.
Understand Your Audience
Creating and revising a profile for your target customers will definitely form a key component of your digital marketing strategy, however it should not be simply replicated for your digital plans. While there could be many elements of similarity to the audience which you attract into your physical workspace, your online audience are most likely to have different expectations as well as requirements.
When it comes down to e-commerce, many organisation find themselves appealing to completely new customers who are free from the limitations of geography, time as well as accessibility. Companies thus need to build up detailed information about their existing as well as new online customers, in addition to exploring any potential markets which could be tapped into in the future.
An Approach To Data Sourcing
For a more direct method of data sourcing, social media is ideal for creating opinion polls as well as encouraging feedback from existing and potential customers. Incorporate links to questionnaires on your blog or in e-newsletters as well as offer incentives such as prizes or giveaways. In addition, you can collect valuable analytics about your website visitors in order to inform your audience profiles.
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