It’s very difficult to stay away from the #traditionalmarketing methods because a few years back if you did that well, you would be a top contributor to the business revenue. But that’s not the case today as consumers are spoiled for choices, have their unique personalisation and has the ability to cut you off entirely if they want.
Old traditional modes of marketing may almost be dead! And there are reasons to think so. As #digitalmarketing and its various elements continue to capture the sense of marketers and consumers alike, new age #digitaldisruptions are replacing the traditional modes of marketing quickly. But with the advent of #digitalpromotion tools and #newage #marketing #techniques, consumers are amply supplied with information on products so that they can explore and experiment. Amidst all the cacophony, they continue to opt for what they want to hear or consume. And this trend gives birth to the biggest challenge that any #digital #marketer today faces -- It is to find the right set of #digitalmarketing tools to keep the consumer hooked to their brand.
As per available industry estimates, a number of companies continue to work without a clear #digitalstrategy. Some others do apply some #strategy but fail to match it up with a solid #marketingplan. And this ambiguity makes the whole situation trickier. Thus in the face of a #digitaldisruption, #innovation to incorporate a fair mix of tools (#marketingmix) is not only critical but is really needed.
So what #tools and #techniques one should bring in and what can be done to win and be heard when you are not sure of your #consumer’s #behaviour? This is especially important to understand when you are charting a new geography and new set of prospects.
Here is a list of some key steps that will keep you closer to your consumers:
1) Understand the #emerging #trends: Most #marketing #campaigns are done to bring #prospective #consumers back to your portfolio of services and products page/offering. Read your competition, analyse the trend through the various touch points you may already have within your ecosystem. An early analysis would help you gather some basic knowledge on the trends and buyer preference or the way your prospective clients/consumers think. You can then apply this knowledge in putting together the #right #outreach mediums.
2) Let #data guide you: While you conduct your analysis, read through the data that you collect during your research (#Googleanalytics, #Googletrends, #LinkedIN). This data can lead you to bring an in-depth #insight into what are your #consumers looking for. There are a number of tools from where you can get your data.
A direct intervention, however, is to run a poll over an intended time period. For example, in a recently conducted research, a beverage company mapped its consumers over a period of a year. The results surprised many! Against the common perception that their drink was suited for the youth, the survey revealed that a significantly high number of old (people above 40 years) were also buying their drink. Basis this, the Company’s #marketing team for the next six months designed a variety of messaging, targeting people across all age groups and categories. While the variety in messaging helped the company to create a stronger #beverage #brand, the journey helped the marketers to evolve further to appeal to a wider #consumer base. So keep mining the data.
3) #Automate the process: The tech #ecosystems across sectors are moving really fast. #Automating the #marketing efforts at all levels serves you well. A number of automating applications can be embedded into the system with an intent to gain mileage as well ease the process and gain a significant amount of data. #Automated #emailblasts, scheduled social media posts and even free-downloadable free #applications for knowledge papers that you may be producing are part of such #automation. The good part is that you can also observe the engagement and interactions with your consumer base. The outcome often is customized messaging. And different mediums can then be used to personalize the messaging.
4) But understand the rules: While the new laws and reforms across the globe have brought a whole new perspective on the manner a prospective client or a lead is being approached, it is a must to understand the laws of the land. For example, very recently, European Union (EU) countries have brought in the #General #Data #Protection #Regulation (#GDPR). These rules make it mandatory for businesses to protect the personal data and privacy of EU citizens for transactions that occur within EU member states. The rules also regulate the exportation of personal data outside the EU. This also means that companies, especially the new entrants in the realm of #digitalmarketing need to evolve and comply with these rules while operating in the EU.
Interestingly, a number of countries and governments other than those in the EU are also discussing and debating their own privacy laws over the threats of cyber crimes and data and privacy. A number of #emerging #countries such as India and South Asian countries, where there is a strong consumer base, have realized the importance of revisiting their regulations around #data #protection. Hence, #digitalmarketers need to understand the evolving market of each of these nations.
5) Go mobile, go light: Consider the case of India, a geographically big country with a huge diverse consumer base. According to a #Consumer #Barometer #Survey, website accessibility is still an issue for most smartphone users in the country. Consider another set of data. It is estimated that by 2020, more than 650 million people in India will be connected to the internet. Of this, 500 million users will be connected via #smartphones. Put this in perspective of a #mobile-friendly video content platform, #Netflix. The company has been able to run a number of creative ads to its large audience database in a more personalized manner in the country. And this was achieved basis internal data mining, association with right channel partners and with a personalized approach. It is now a huge success in the entire continent and elsewhere in the world.
The lesson here is to also be mobile friendly. Like India, the world over, use of mobile has significantly increased and has led to the emergence of a mobile version of every application and tools we have. Hence, anything you produce or market, always keep in mind the content that is meant for a mobile-savvy consumer.