27th Jan, 2022
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- Data-driven marketing, omnichannel approach, and increasing paid advertising are some of the key changes within the digital marketing landscape in the last 2 years
- Marketers must incorporate these changes in their strategies to build a success digital marketing campaign
- From creating integrated marketing campaigns to using automation tools, marketers must implement key strategies to future-proof their campaigns
The year 2020 can be considered a turning point in digital marketing capabilities and strategies. With customer and business behaviours changing almost on a daily basis, marketers had to pivot, redesign campaigns, and upskill to learn new competencies. A âdigital-firstâ approach evolved from being a nice-to-have to essential-to-have strategy. The distribution channel for sales focused on creating digital strategies to reach a new and bigger customer base online.
With minimal interaction in the physical world, marketers turned their focus on the digital world. Marketers have had to develop a cross-functional skill set to reach new customers, cultivate omnichannel pipelines, generate leads, and bolster demand generation.
All these changes have been in the making for a few years but were accelerated in the past year. To create effective, dynamic, and forward-thinking marketing strategies for businesses and brands, partner marketers must recognize the changes ahead and adapt accordingly. They must have a clear plan to change long-standing norms in the marketing industry to prepare for the future. Alongside changing processes, marketers must introspect on the business role and capacity they envision for themselves. Finally, they must take the required steps to change how the marketing function works internally to deliver the best results.
Essential tools and strategies to future-proof marketing
Creating smart integrated campaigns: Thanks to the accurate collection and analysis of customer data, most businesses know exactly who their customers are. Businesses can infer consumer tastes, preferences, behaviours, and choices to create the most relevant pitch that appeals to their prospects effectively.
Different customer data points help B2B digital demand generation create a predictable pipeline for a sales team. Using a variety of B2B demand generation strategies like blogging, downloadable content, video explainers, and influencer marketing, businesses can cultivate intimate and personalized relationships with their customers from the get-go. Limited to large and medium-sized businesses pre-Covid, these strategies have become the norm for businesses of all shapes and sizes today.Â Thus, designing and executing smart campaigns that rely on data inputs from multiple sources will be key to attracting and retaining customers in the future.
Generating value using marketing automation tools:
Marketing automation tools help in optimizing processes, saving time, and supporting short and long-term business growth. They can be used to generate campaign performance forecasts, predict customer behaviour, and connect with audiences more actively. AI-enabled marketing tools enable accurate capturing and analysis of customer behaviour and reactions,Â and help generate personalized and targeted campaigns. Such tools increase the ability to identify and respond to external changes quickly.
Organizations must leverage AI-powered tools not only to automate processes but also to get valuable consumer insights. Smart tools can help marketers analyze data and accurately provide recommendations to execute impactful campaigns that resonate better with customers. These data-driven insights can be used to attract new customers, engage existing ones, and increase loyalty.
Using social media marketing to build interest-based communities:
The use of social media opened up new frontiers for engagement and promotions in the 2010s. Businesses leveraged the USP of different platforms to generate text, visual, audio, and video-based marketing content and directly engage with their end-users. Needless to say, social media has become an essential part of digital marketing, but its use has been centred around products, services, customer care, or engagement.
Stepping into the future, businesses will have to deal with smarter and more aware customers who are fatigued by the multiplicity of choices. Businesses must redesign their social media campaigns around their core values (instead of promoting products or services) to communicate authenticity and engage audiences beyond their customer base. The traditional focus on using social media for sales and lead generation should expand to include brand awareness and cultivate communities of like-minded individuals.
Read our latest blog âTop Digital Marketing Trends to Watch Out in 2022â to discover key trends that will define the success of digital marketing campaigns in the future.
Enabling remote collaboration and communication with empathy:
Finally, marketers must realize that how they work has also undergone a sea of transformation over the past year. They must retrofit their processes and workflows to enable maximum remote collaboration and communication. It is important to inculcate humanity and empathy in the marketing function to provide marketers a healthy, conducive, and nurturing work environment. CMOs and other marketing leaders must take cognizance of the well-being of their teams, provide adequate support, and offer flexible remote work options to help people achieve a healthy work-life balance.
Marketers can only deliver results and help businesses future-proof their operations if they are free of the malaise of overwork and in their best form to create value. Thus, the marketing process must be updated to operate seamlessly in the remote world of work.
The last word
Digital tools, technology, and social media platforms will continue to become increasingly pervasive in the marketing function. Digital marketing will include new and creative channels of engagement that offer customers an unparalleled experience, and hybrid marketing events will become the norm. In this increasingly digital-first function, human values and skills like creativity, communication, innovation, and empathy will herald the next phase of marketing. Marketers and experts must learn new skills, unlearn obsolete practices, and embrace the solutions that are fit for a digital-first world.
As marketers prepare for a data-driven future, future-proofing must entail more than deploying the latest tools and technologies. They must use the Covid-19 pandemic as an opportunity to resolve the long-standing challenges of marketing and create an ecosystem that builds on the strengths of existing progress and developments.
Learn more on how to future-proof your business and marketing with our experts. Get in touch with us today.