One of the fundamental aspects of growing your business is building a marketing strategy.
In the era of artificial intelligence, automation, and hyper-personalization, brands need to build strategic and data-backed marketing plans.
They should not focus on mere brand promotion. On the contrary, the emphasis is on driving seamless user experiences.
Now, many internal and external factors may impact the success of your marketing strategy, including your budget, operational issues, corporate objectives, business culture, legal compliance, etc.
In this article, you will learn about the core factors that determine your marketing strategy success.
The Understanding of your Target Market
To build a successful digital marketing campaign, you first need to determine which audience groups it should target. For example, targeting Boomers and Gen Z requires different approaches.
If you are not sure who you should target, start by looking at your current customer base. Who are your current customers? Analyze their common characteristics and interests. Do they have any interests, needs, and problems in common?
Pay attention to your competitors, as well. Which audience segments do they target?
You can figure out the demographics of your target audience, such as their gender, age, geolocation, education, family status, employment status, etc.
Next, collect customer psychographic data, such as their hobbies, interests, problems, etc. Seek their feedback via customer service channels, online surveys, social media pools, and quizzes.
Based on demographic and psychographic data, you can start building your buyer personas. They represent detailed descriptions of your perfect customers – all written as if the persona was the real person.
Only by knowing who your target audiences are can you create marketing campaigns that resonate with them.
Omnichannel Customer Experiences
In the IoT era, customers rely on various channels and devices when consuming content and communicating with brands. Unsurprisingly, they expect businesses to meet them where they are.
Therefore, building an omnichannel marketing strategy is not optional. It is essential for any brand wanting to succeed in the hypercompetitive digital marketing landscape.
First, remember that the number of customers using fast internet 4G connections, smartphones, and voice search is rapidly growing. Your website needs to align with their interests. Therefore, keep testing your website for mobile-friendliness and hire web designers to help you deliver exceptional user experiences across all screen sizes.
Having a mobile app for your business may also be a great marketing move. It allows you to create simpler buying experiences, inspire customer referrals, and build loyalty programs for your repeat customers. Above all, a mobile application minimizes the gap between your online and offline marketing strategy.
The Starbucks rewards app is a perfect example of omnichannel experiences. Customers get a free rewards card to use when making purchases. Unlike traditional loyalty cards, Starbucks allows you to check your rewards points and reload your card via multiple channels, including a website, phone, in-store, etc.
Social networks, email marketing, AI chatbots, live chat, and seamless customer service are also inevitable elements of your omnichannel marketing campaign. To build a consistent brand presence across these channels, consider composing a detailed brand style guide for your marketing and design teams to follow.
Personalized User Experiences
In the age of big data and artificial intelligence, customers have become more demanding. They expect brands to provide highly relevant and individualized purchasing experiences. Statistics back me up on that. According to Accenture, 91% of customers are more likely to shop from brands that deliver relevant products and content.
Therefore, creating generic, one-size-fits-all campaigns to target your audience does not cut it anymore. Segment your audiences into narrower groups based on their demographics, interests, or purchasing habits.
One such example is email segmentation. Rather than creating a single newsletter for everyone on your list, break it down into smaller segments.
Data Analytics and Reporting
In 2021, relying on your gut instinct is not enough to succeed in marketing. To build a marketing strategy that converts, you need to set clear marketing goals and KPIs. Above all, you need to choose the right marketing metrics to track the success of your marketing campaigns.
Digital Marketing Analytics and Reporting
Fortunately, with the wide range of digital marketing analytics tools, you can monitor almost every aspect of marketing. With the help of this data, you can analyze marketing success in real-time and take action immediately.
To streamline the data monitoring process, you could also invest in reporting tools. They integrate with your email marketing, SEO analytics, PPC analytics, and social media analytics tools, allowing you to create custom dashboards and track your marketing metrics from a central location.
Predictive Marketing Analytics
Predictive analytics is a branch of advanced analytics that leverages big data to predict future events. Its goal is to analyze historical and transactional data to identify patterns in customer behaviors and help you identify future risks and opportunities.
You can use predictive analytics to improve many fields of your marketing strategy. For example, it plays a fundamental role in lead scoring, allowing you to classify leads based on their readiness to purchase. Once you learn what types of content resonate with different audience segments, you can also use ML to create targeted content marketing and distribution campaigns.
Over to You
Many factors determine the success of your marketing strategy. Apart from your company’s marketing budget and team, focus on the optimization of the marketing tactics you apply.
By getting to know your target market and adapting your brand presence to their interests, you will build trust with them, increase sales, and encourage loyalty.
I hope these insights will help you build a thriving marketing strategy!