How to Boost Your Business with Smart Marketing in 2024
Amid cutthroat competition in the global marketplace (I mean both in the physical market and digital as well), you come across a minimum of 10000 advertising messages every day, and less than 10% of them may have some relevance to your life. As an average consumer, you may feel tired of the advertising clutter. On the contrary, brand marketers struggle to create brand recall, and smart marketing is the best way out.
Times are changing, and marketing is also evolving continually. As a consumer, you look for personalized messages and experience, and the marketers who can handle your expectations and challenges win over you. Smart marketing has become the new order of the day, where marketing automation, CRM tools, and personalized communication play a catalytic role.
Marketing Personalization in “Push” and “Pull” Strategy
Image Courtesy https://shorturl.at/tCMW4
Right since the conventional marketing era (before the internet revolution), brand marketers have been using the “push strategy” in their marcom to persuade the trade intermediaries /distribution network to promote the sale of the product/service to the end customers.
It was primarily done through incentivization like attractive trade discounts, trade advertising support, sales promotion schemes, POS, and trade shows. BTL was the prominent advertising spent in the push strategy, and mass media (TV, Radio, Newspaper, OOH) was limited only to the mega-brand launch. We often encounter a high voltage of creativity in BTL designs, OOH, and events depicting brand personalization during trade shows, road shows, and retail points.
The same practices continue even today, but the overall marcom packages now include substantial digital media spent with some mass media support wherever required.
On the contrary, the “pull strategy” is directed at the end consumers to create an engagement, generate brand recall, and create a market demand compelling the dealers/retailers and stockists to stock the product and sell it. Pull strategy helps build brand awareness and generate loyalty among the target market.
Today, brands extensively use content marketing, social media marketing, and pay-per-click advertising to achieve the end. Traditional mass media is sometimes used to make an overall impact here, but digital media has substantially replaced it. Marketing automation tools are convenient here, making the marketing task much more efficient and streamlined.
Getting the Best out of Marketing Automation
Marketing automation is a customized software that handles routine marketing tasks without human supervision. It makes it easy to handle personalized advertising, prioritize the leads, and target customers based on fixed behavioral patterns and routine email marketing. When we automate these tasks and define the execution schedule, marketing becomes more efficient. As the brand head, you can focus on core content/services to create high-impact value and experience. The goal remains to extend your customers the finest experience at various channel touchpoints. “Automating your marketing operation can save your business time and create a more efficient process”., says Neil Patel, one of the top influencers on the web today.
A successful marketing automation drive includes nurturing your customer’s journey with the best experience at every touch point. The strategy should be customer-centric and be woven throughout your business process, giving your customers comfort and ease at every touch point with personalized content/communication.
That is what your new-gen customer always looks for. If implemented well, you can convert your leads often, make the customers feel delighted every time, turn them into loyal customers, and create a rock-solid foundation for business growth.
The Power of Personalized Messages – an Essence of Smart Marketing
Marketing automation, an integral part of smart marketing combined with CRM tools, automates routine marketing work such as email marketing, social media posting, and even digital ad campaigns. Besides efficiency and productivity, the tools can help you provide a more personalized experience to your customers with personalized communication. Modern digital technology behind marketing automation makes these tasks achievable. HUBSPOT’s innovative CRM tool has already become a game changer in the industry. The tools help you align with the complete path of your customer’s journey and deliver a tailored customer experience.
We live in the data age, and digital technology has developed several tools to capture data on the cloud. Most of us are familiar with terms like ‘social listening”, which a smart marketer monitors through social media platforms to respond with an appropriate solution at an apt time. This classic example of personalized communication creates a unique, customized customer experience. Today, “Marketing without data is like driving with your eyes closed,” – says Dan Zarrella @danzarrella, an analytical marketing leader and famous marketing author.
In a typical personalized marketing campaign, we leverage consumer data, history, and behavioral patterns to craft unique messages/ content appealing to the core interest areas. This makes the brand’s campaign and communication more relevant to the customer.
With the help of technology and human intervention, we establish a sense of one-to-one conversation here, where personalized content resonates as though crafted only for you, enhancing the chance to engage and become a loyal customer.
As a marketer, you must apply the latest technology (befitting the Smartphone era) with intelligent algorithms. Besides the technology, you need a dedicated, talented team working throughout the subject to create a unified customer profile and implement smart segmentation across the channel.
AI Enters in Personalized Marketing.
The power of marketing personalization is no longer a buzzword; instead, it is more than a strategy to craft a personalized message by leveraging AI (artificial intelligence) and machine learning (ML) technologies to strike more engagement, better conversion, and excellent customer experience.
Every consumer is different and has different expectations. There is no one-size-fits-all, and sending the same message to them will not win their hearts. Instead, it will only see your efforts go to waste.
Thus, for effective brand communication and marketing, you must find a way to speak to your audience one-on-one, and using modern techniques backed by artificial intelligence ( AI) is the best way to go. Appier, a famous SAAS solutions company that uses artificial intelligence (AI) to power your business decision-making, has stated it very clearly in one of their posts, “Personalization at Scale with AI.’
Creating hyper-relevant personalized marketing communication revolves around creating a unified customer profile, harnessing all data relating to their online history and behavioral patterns, segmenting your target audience, and leveraging the power of marketing automation, CRM, and AI to create and deliver personalized content.
To understand marketing personalization, look at “NETFLIX”– one of the leading video streaming companies globally and a dear household name to most of us.
NETFLIX’s Hyper personalized Marketing Personalization – A Case Study
Every week, Netflix presents its viewers with personalized viewer-specific content built from its data. The company presents the titles of Netflix films and TV shows based on your(viewers) past viewing interest, history, and rankings. The Netflix recommendation tools use available data for each viewer and machine learning algorithm and deliver the content to you in your device inbox (tab, Smartphone, TV, or PC), meeting your expectations and enriching your personal experience.
Marketing Content
Netflix goes further with its “Thumbnails” created for specific entertainment shows. The company creates multiple teaser campaigns suiting the taste of individuals like you. You may receive a Netflix image teaser featuring your favorite actor, but your friends may receive a different one suiting their taste buds and preferences based on their viewing history. This is a typical example of a personalized marketing experience that Netflix provides viewers worldwide.
Conclusion:
Embrace the power of Smart Marketing and Stay Ahead.
A recent Epsilon research confirms that 80% of customers will likely purchase when brands offer personalized experiences. So, in a world where your inbox receives around 121 plus emails and is exposed to thousands of advertising messages daily, marketing personalization is the only way out through the marketing noise and clutter to reach your hearts and minds and capture the wallets. As a marketer, without delay, you must embrace the power of AI, Marketing Automation, and Marketing Personalization. Soon, you will discover how smart marketing makes a difference to your business, as the bottom-line numbers will speak for themselves.
Image Courtesy
All images are used in the post to make it reader-friendly. These are all third-party images; the author never claims ownership. Prime Avenue, a professional content writing agency, is dedicated to providing readers with the latest updates and information through quality content.
About the Author
Utpal is a seasoned marketing writer, blogger, and solopreneur specializing in copy and content writing. With over five years of experience, I have successfully operated as a freelancer catering to diverse clients and agencies. I write on multiple domains in most digital content formats (long and short). I also do off-page writing like press releases, news articles, etc.
My LinkedIn profile is https://www.linkedin.com/in/utpal-ghosh/
Twitter Profile