2018 brought value over volume in business i.e. whether you are a B2B marketer or B2C. The value that your business holds is more important than the volume of the business you perform. Along with this it also bought evidence of fearless marketing all around the world.
If you’re a marketer with aspirations to one day become fearless and to take risks, where do you look for inspiration and motivation to continue on your growth path to leadership?
Here at Synclarity, we are always looking for fearless marketers who can become the shining stars for the kind of work we do. We believe that the next generation marketer is the one who pushes the envelope, tries new and exciting ways to engage their customers, isn’t afraid to take risks, and moves passionately forward to create a good impact on business.
So, this article begs the question: are YOU on the path to become the next-gen fearless marketer? And what does it take to become one?
Let’s look at some trends of what it takes to become a Fearless marketer in 2019:
1. Customer Experience
Is your marketing strategy customer centric?
Businesses are shifting their digital strategies to appeal to the demands and needs of their audience. Organisations today, need to reach out and build and maintain relationships with their customers.
Customer experience involves designing a framework around to customer touchpoints & interactions to meet their expectations and to increase customer loyalty. It is very important to value your customers by displaying information that is relevant to their needs.
Businesses are built to solve a problem of a particular segment. Therefore it’s a no-brainer that customer experience needs to be an integral part of your strategy.
Technology empowers marketers to understand customer behavior and purchase cycle at scale. At the same time the amount of information that is accessible infinite. With the power of AI, we can combine the two and create a personalized journey for the customers, predict their behaviour and programmatically optimise offers and interactions. Introducing conversational chatbots and by predict customer behaviour a marketer creates a seamless end- to- end buyer journey.
It’s possible to analyse huge amounts of data at once and discern what’s working from what’s not - be it campaigns or the source from where your audience comes from. Think of this as A/B testing at scale.Artificial Intelligence in marketing helps to anticipate your customer’s next move and improve their journey thereby making your business more attractive for the customer.
3.Account- Based Marketing (ABM)
Account- Based Marketing has gained tremendous popularity since 2018. With more than 60% of companies plan to launch ABM campaign this year, ABM is here to stay..
A growing number of B2B marketers are embracing Account-Based Marketing (ABM) as part of their overall marketing strategy. ABM aligns both marketing and sales teams to work on targeting an account and build a plan on how to acquire it. This is a highly focused business strategy in which a marketing team treats an individual account like its very own market. The marketing team creates content, events, and entire campaigns dedicated to the people associated with that account, rather than the industry as a whole.
This practice is especially done by enterprise-level sales organizations, and is most beneficial in business-to-business (B2B) setups.
With the whole world having access to the internet today, would you believe if we told you that the number of people going online is increasing by 5% today?
Although we say it a lot, the way people shop and buy really has changed along with it i.e. offline marketing isn't as effective as it used to be! Marketing is about connecting with your customers in the right place and at the right time. Today, it means that you need to meet them where they are spending most of their time: ON THE INTERNET!
Digital marketing is nothing but to use numerous digital tactics and channels to connect with customers where they spend much of their time: online. Businesses use digital channels such as search engines, social media, email, and other websites to connect with current and prospective customers. This makes it easier to create awareness and engagement with the audience.
5.Marketing measurement & Revenue Attribution
Marketing initiatives are complex and difficult to process. There are many inputs that go in the funnel that gives lead generation but some elements fall out and don’t drive conversions. The only way to know which elements are effective is through marketing attribution. The top reason for creating an attribution and measurement strategy is to show impact on pipeline and revenue generation.
Measurement of elements will determine your ROI and that is the ultimate goal of any marketer to get results of specific inputs. Leading marketers explore data-driven attribution as a way to effectively measure all their digital channels, and analyse the impact that each touch-point has on the customer journey.
If you want to stand out in this technology driven digital era of 2019, you need to personalize your marketing which means to personalize your content, emails, products, ads and more.
Personalization = Maximize enjoyment + Minimize search time
Data like consumer behaviour, purchase history, number of links clicked is easily available, and the content can be customized with ease. Facts state that 96% of marketers believe that personalization increases customer relationships which indirectly leads to brand loyalty.
Businesses like Amazon and Netflix have already started personalizing information according to their audience. For example logging in to your Netflix account immediately shows you your favourites, recommendations, and search.
In 2019 we are shifting towards more dynamic delivery methods of digestible content that is consistent, it is very important for every fearless marketer to embrace these trends. These trends have now become a necessity for all marketers to adopt and evolve. This is where that innovation lies which will make you unique and stand out!
Now is the time for you to go and explore these trends that take you on a path to lead and become next gen Fearless Marketers!
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