Tuesday, 8 May 2018
In this blog post, we will take you through how marketing has evolved over the past few years.
Trend 1: Providing valuable content
Content marketing when done right can be cost-effective and help to increase ROI.
64% of people say that customer experience is more important than price point in their choice of a brand, says Gartner. Content can help double website conversion rates from 6% to 12%, says HubSpot.
Content marketing is not a one-way communication and you should aim to increase engagement with your customers through interactive content. Curating and creating content that is educational & interesting to your target audience is the way to go!
Trend 2: Helping customers to cut through clutter
“The next generation of successful retailers will rely on the ability to curate a relevant assortment of products for their consumers,” said Hubba CEO-Founder Ben Zifkin.
With the ever-increasing variety of new products, this definitely make sense. Consumers require help to sift through the clutter and find products that best suit their needs.
You could help your customer to decide what to purchase by giving them product recommendations upon log in or send them quizzes & educational content through the newsletter.
"It’s less about 'what channel should I invest in?' but rather, 'what are the consumer journeys that I need to invest in?'"
"Personalisation is more than just sending targeted emails… it involves the entire customer experience, and that doesn't happen overnight."
For retailers, this means a smooth purchasing process for their customers. With an all in one e-commerce integrated to all key systems, this would reduce the room for error and increase efficiency.
Trend 4: Smart personalization
“Smart personalization engines create customer profiles based on the customer’s personal data, as well as behavioral data about the customer and similar individuals, to deliver an experience to meet specific customer needs and preferences.”
Gartner finds that smart personalization engines drives a higher shopper engagement rate with an increase in the number of page views & clicks, decreased bounce rates, and higher use of self-service features.
Gartner also predicts that smart personalization engines that recognize customer intent will enable businesses to increase profits by up to 15% by 2020.
To drive this, smart personalization engines must marry both the internal and external data sources to understand the consumer’s behavior across channels.
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