There’s no doubt that digital marketing trends are changing at a phenomenal pace. You always have to be forward-thinking. With the latest developments, we’ll like to highlight five must have digital marketing initiatives that every organization should implement today.
1. Conversational Marketing
Gartner highlighted Conversational Marketing along with AI early this year in their marketing trends analysis. To sum up it, Conversational Marketing enables interactions between an organization and customers that mimic a human dialogue, at scale.
Tools such as TinyClues employs Machine Learning to learn more about your customers. to craft more targeted campaigns. The result? Better-targeted email marketing campaigns yielding better revenue and profit.
According to SmartInsights, Holland & Barrett’s campaign revenue increased by 27%, opened rate increased by 19% and email volume decreased by 23% which significantly reduced costs recently.
2. Insights-Driven Marketing
Gathering analytics to optimize business performance is a must today. Data-driven marketing should be available to most organizations for better decision making. Data analysis represents at least 40% of most desirable skills for digital marketing this year.
Mckinsey research notes that “Organizations that use data analytics are 23% times more likely to clearly outperform their competitors in terms of new customers and 9 X more in customer loyalty“.
3. Marketing Technology
Martech for short, offers a vast choice of software for businesses looking to improve their management of digital marketing, customer experience and data. Automation and data are two of the most popular offerings. It’s prudent to look at your internal needs and goals and draw up a Martech roadmap to highlight your most important areas of your digital marketing.
4 Consumer Privacy
Consumer privacy still remains a critical issue that organizations need to have a grip on. Working on preventing security breaches and reassuring customers of how their data is used should be a priority not only of the CMO but also your CIO and CFO. Not the latest in digital marketing initiatives but we feel that it’s critical to highlight this again as large penalties have been issued in the past (British Airways, Marriott – hundreds of millions).
5. Digital Transformation and Marketing Transformation
There’s still a large amount of companies that lack clear focus on digital strategy, testing, management and optimization. Of course, it all comes down to people. We still have people working in silos today and lack all skills necessary to truly become digital.
The idea of Digital Transformation is simple: design a roadmap to improve digital capabilities and skills of the organization. The idea goes further in having “always-on” marking activities that integrate and communicate to potential and existing customers.
It’s prudent to develop a “Digital Consultancy” in-house. This will help organizations rely on in-house knowledge-specific people that will update all digital teams involved.
These are our five must have digital marketing initiatives recommendation that every company should have to meet business goals today.
*If you are looking to get a clearer picture on your digital strategy, how to win at E-Com or implementation data analytics or CRM, get in touch today for a free, no-obligation discussion.