It’s that time of the year again, and your organisation is evaluating the years’ worth of work. What has worked for you? What might have been a complete disaster? And what areas do you need to improve? This is a common approach that many organisations will take as learnings into 2022. However, most critical is understanding what industry trends and insights you can leverage towards your goals and how you can best strategise and plan around them. Working in the Marketing discipline, these are some of the things that have led and shaped most of our campaign’s success.
1 – Investing in Online Events
If you want to make a real impact, you need to interact and engage with your customers to address and find out how you can best solve their existing challenges. This is especially important if you have introduced something new in the market. Whether it’s a product, service, or a business framework. Chances are there will be questions and inquiries that will help you get to know your customers better. You will also learn of possible inefficiencies in your offering that you may need to better align with your customer needs.
Therefore, you should identify a channel to connect with your customers to showcase your expertise and why your customers need it. This is critical for building even stronger relationships.
Mint Group offers a series of webinars and workshops that we have successfully implemented with various target audiences. We have through this offering, grown our network and established ourselves as thought leaders in specific solution areas.
Hosting these has also allowed us to directly gather data on our audience, which is being used to build consumer profiles and, in turn, help the business grow.
If you haven’t already hosted an online event, you can, in 2022, establish a campaign around webinars (for example), map out your objectives and know what you would like to achieve. It resonates and lands better if you aimed to educate rather than take a hard-sell approach.
2 – Personalise Your Messaging
There is an overwhelming amount of information and an even more significant number of brands, organisations, and campaigns that demand the attention of customers. To make matters worse, the attention span of consumers is extremely short, thanks to a continuous flow of new information. Do you know the best way to reach your customer? What about the day and time? What kind of information do they like, and how do they respond to it? These questions need to be considered and acted upon for business success.
Most importantly, you want to ensure that the message you are sending to your customers reaches them. The digital information landscape is already changing rapidly, and people are increasingly selective about what they consume.
To successfully reach and interest your customers, you will have to personalise your messaging. Think of segmentation, pinpoint who it is that you want to target and speak to. This will make a big difference to how your customers respond to you.
3 – Embrace Marketing Automation
This year, we have witnessed an increasing number of data-driven marketing campaigns being used across various industries. Adding marketing automation to your digital marketing strategy will make it more efficient and effective, resulting in quick workflows and less repetitive tasks.
With marketing automation, your organisation can target customers with automated messages across various channels- email, web, social, and text. This will also allow you to align business and goals with sales automation for better lead generation.
It is evident that automated and mature multichannel marketing is on the rise. According to Gartner, by 2023, autonomous marketing systems will issue 55% of multichannel marketing messages based on marketer criteria and real-time consumer behaviour, resulting in a 25% increase in response rates.
The above is supported by the increasing use of the Microsoft Omnichannel for Customer Service. The Dynamics 365 application is a robust platform, that extends the power of Dynamics 365 Customer Service to enable organisations to seamlessly connect and engage with their customers. It integrates and automates various channels – WeChat, Email, SMS, Phone, Facebook, Twitter, WhatsApp and more – onto one interface.
As such, marketing automation and applications such as the Omnichannel for Customer Service, allows for organisations to respond and resolve inquiries timeously, curate personalised customer experiences, run effective lead nurturing, generate customer reports and enforce customer retention.
4 – Short Format Videos
Time is a commodity we all find ourselves short of, especially if 2021 is anything to go by on, and the quicker you can get your message across, the better it is for both organisations and customers. Although long videos can offer extensive information about your organisation, services, and products, marketers are increasingly leaning toward punchy, to-the-point videos that can be seen on a 5-minute work break.
This is, of course, perfect for the short attention span of consumers, who may always be online, but don’t have the time to thoroughly engage with your content.
To be effective, you need to ensure that you know why you are creating a short video. Is it for brand awareness? Are you just creating excitement around an event? Do you have a call to action that you would like your customers to adhere to? Knowing this will help you structure your video better.
5 – Prioritise Internal Brand Evangelism
Do you know how to create a culture of brand evangelists in your organisation? Part of good marketing is making your employees your greatest brand evangelists. Historically, organisations that struggled to grow their social media presence would hire social media experts or public relations professionals to handle their social media accounts. Fast forward to a few years later, organisations have quickly learned that social media is driven by interaction, so they instead began encouraging customers to talk about their organisations and services.
This same approach can be used with your employees. Get them to interact with your organisation’s newly achieved award or business announcement. They can like, comment, share, tag, and develop thought leadership pieces around it. This has become a powerful way to connect and expand your market.
Therefore, it would be best if you took every opportunity to encourage your employees to engage with your posts. You can through this method gain new customers, start a partnership, or be in line to be recognised as one of the greatest business influencers in your industry.
The above trends will be different for various organisations. According to your priorities and goals, you can adopt and implement these trends when your organisation needs them. They will help you establish yourself in the market and gain a competitive advantage. Demonstrating how you’re going to onboard these trends and align them with your business strategy, is essential for driving effectiveness.