How has 2017 been so far for you? Have you seen success in your marketing efforts or have they been stagnant? Trends and new technology make the marketing world evolve and change on a daily basis. However, as new technology develops, there are more ways to be creative and successful with your email and digital marketing efforts. Webbula has seen a lot of changes so far in 2017, but we think these three trends are at the forefront of the data marketing world.
Increased personalization is not going away. Using data to focus in on a customer’s pain points and guide them through the customer journey is a great way to increase CTRs and ROI on digital campaigns. A recent McKinsey study found that companies who put data-driven personalization at the center of marketing decisions improve marketing ROI. For example, a company selling a lawn mower, they do not want to target a resident of an apartment with no lawn care needs. Sending a campaign to an apartment owner will undoubtedly end with that marketing piece being sent to the trash or ignored. However, if you use data enhancement to find homeowners in your list, they are more likely to have lawn care as a responsibility in their everyday life. This means that the customer is more likely to engage. The goal of this personalization in in-app ads, mobile marketing and more is for the customer to feel like they are being directly talked to. People do not want to feel like another number, direct personalization makes the customer feel appreciated and more likely to click on your ad or email.
The customer journey will also continue to improve and expand. Once you get the customer interested you have to guide that customer through an easy process of exploring and purchasing your products. If this customer journey is simple and informative it will make their overall customer experience a positive one.
Using our lawn mower example from earlier, once the customer clicks on the campaign to your website this is where the journey starts. You will want to have an informative landing page that guides them through the options they have to buy. Then, they can click on their final choice where are led to your call to action, whether that is a sales page, directions to your nearest store, or some other goal. You want to make purchasing your product enjoyable, but also convenient for them. If a customer has a positive experience, they are more likely to return and become a brand ambassador for your product or service.
Companies really want to take an in-depth look at what data is working for their campaigns and what is not. This growing focus is also centered around real-time results. You want to see results from a campaign immediately in the social media, content, and web performance areas. The ability to see what is performing best on what channel allows you to adjust and optimize your content with real-time events and trending topics. If you are a big flashlight manufacturer and see that your website had a surge of visitors during a current power outage, you can send a targeted in-app ad out to the affected area for your product. This type of ad is only possible with analytics that is updated immediately. You can then also use the same analytics after the ad launches to adjust who to focus on and which product is the most popular during that time period.
What The Future Holds
Throughout 2017 and 2018 these trends will shape and develop marketing technology. We will continually see “big data” transform large audiences into individualized segments creating the new standard. By 2018, most campaigns will be all individualized and the big batch “spray and pray” marketing will be a thing of the past. This will also lead to advanced technologies that let you evaluate and change digital content and ads in or near real-time after seeing results. We believe by the end of 2018, you will see a significant increase in unique and specific ads catered to the customer that grow and develop on a real-time basis. We are excited to see the data marketing world mature and what the future holds for this constantly growing industry.