Way forward for Advertising and marketing | 5 Areas You Should Make a Precedence in 2020
Given the rapid pace at which technology is changing our daily lives, it's no surprise that the marketing landscape is evolving at a similar pace. What does the future of marketing look like? Although it can be a challenge to be one step ahead of trends, changes and the latest developments in marketing at all times, we never avoided a challenge.
In the spirit of a new year and a brand new decade, we've looked at some of the biggest obstacles we've faced as a marketer. and created something Goals and resolutions for the coming years. We also wants to know about Your have Goals and targets. so we can provide she with the mvery valuable resources possible, At the end of this blog, y'you'I will be able to share your resolutions. Priorities, Concerns and more,
It cÖmes No wonder that more than a third of the GMOs saty Her main focus is on sustainable growth,* So, wWe dug deeper. and found that marketers across the industry reported a number of significant challenges that they saw as obstacles to achieving this overarching growth:
- Search for effective scalability solutions
- Demonstrate the impact of digital marketing
- Choose and integrate the right thing technologies for your team
- Takeover of the buy-in by the management and the C-Suite
As marketers, we got down to work on how to overcome these obstacles. We have developed five recommendations that we believe will help address these challenges – and most importantly, that we believe will help drive growth into the next decade.
1. Personalize everything
There are no two ways: Your customers want personalized content from all channels, including web and email. With the technical change in our ability to optimize every message, consumers are less and less patient with general web content and marketing emails, and more likely to bother you if you don't speak to them directly and relevantly.
Providing personalized content can lead to a better customer experience and build trust. When people interact with personalized content online and via email, they are more likely to convert. Many B2B organizations have static websites that provide the same content to all visitors, regardless of where they come from, what device they use, and what business data they use.
Here, AI can be critical to your personalization efforts. Actually, more than the half from marketers who use AI for content personalization, * Using predictive models that use machine learning to determine what types of web and email content customers prefer is the next limit in personalization. By incorporating predictive content into your website, you can serve any visitor assign the right content, even if it's new to your website. (By browsing data such as company name, location, etc., your model can determine what content to deliver.) You can also personalize and improve email campaigns over time.
Our last word: Adopt predictive modeling to personalize customer interactions across all of your channels.
2. Concentrate on assigning revenue
Almost two-thirds of GMOs state that demonstrating the impact of marketing measures on financial results is their biggest communication challenge.* But only about a quarter of all B2B product companies and a third of B2B sService companies can demonstrate the impact of marketing activities on sales.*
These statistics pose a significant problem with current reporting strategies because, as mentioned earlier, one of the biggest obstacles for marketers is to prove to leaders that they should invest in marketing innovations.
typically, CMOs use ROI and pipeline metrics quantify marketing performance for the CEO and CFO. These can be useful metrics – if they are accurate. And surprisingly, despite the sophisticated tools and resources available with today's technology, many companies still use spreadsheets and other tools to measure marketing attribution! Suffice it to say that these partial solutions for long and complex customer trips with many different points of contact do not do justice to the effects of marketing on revenue from a distance.
Accurate revenue allocation is critical to marketing-driven growth. A comprehensive marketing mapping system can help you improve marketing performance and get help scaling successful innovations. Your system must be able to track the customer journey from the first anonymous contact (e.g. visiting your blog or website) to all the different interactions that precede a sale.
You should also be able to define multiple programs, channels, touchpoints, etc. and map your entire customer journey, no matter how long and complex it is.
It is also important that your attribution solution fits seamlessly into your marketing automation platform and CRM. Marketing automation systems can track performance across different channels, but not always link all of this information or link it to sales. Your CRM contains bottom-of-the-funnel data and actual sales.
Our last word: Check your current one Marketing attribution solution – and if it is incorrect and does not work seamlessly with your CRM, change it as soon as possible.
(*The 2019 GMO survey (Deloitte)
3. Make mobile marketing a priority
Mobile marketing has always been a challenge, especially for B2B companies and B2C companies that offer complex products. But mobile selling is now becoming apparent to both B2B and B2C consumers. Mobile apps can be a significant source of income for B2B companies, especially when used to capture repeat orders from existing customers.
Here are some quick, valuable tips for mobile optimization:
- Analyze customer behavior on your mobile websites and in your mobile app.
- Understand how mobile users interact with emails they open on mobile devices. Almost two thirds of emails are now opened on mobile devices.
- Use mobile-first channels like SMS, push notifications and more.
Our last word: If you haven't yet optimized your website for mobile viewing and / or developed a mobile app, it's time to get involved. Mobile should be an integral part of your marketing plan and fully supported by your marketing automation solution.
4. Measure long-term performance
Marketing experts depend on short-term key figures. Weekly, monthly and quarterly goals keep us all busy. However, most of the metrics we measured look pretty compressed timeframeAnd if we focus so intensely on the short-term, we can overlook longer-term trends that can reveal growth opportunities.
By including longer-term KPIs in your performance measurement mix, you can see better than you can Competition and grow faster. Long-term performance measurement requires a complete record. Regardless of which tool you use for marketing analysis, it should be easy to connect to your CRM and other relevant platforms. You should be able to create your own reports without resorting to spreadsheets or asking IT for custom code. You should also have access to predictive analytics that you can use to predict future trends from your existing data.
Predictive analysis is often based on machine learning and other forms of AI. Machine learning helps you identify the characteristics of customers who respond to your marketing, seasonal engagement patterns, most attractive product combinations, and more.
Our last word: Make sure you are tactically set to measure long-term trends and results Do not miss the opportunity to use the knowledge gained to develop new and more effective strategies.
5. Combine marketing and sales
Align your marketing and sales teams is a simple but effective growth strategy. It is also a little more difficult than it sounds.
In many companies there are significant differences between sales and marketing, which are integrated into their existing processes. Leads can be passed from person to person based on internal rules rather than customer requirements. Marketing data may not be passed on to sales (or vice versa). And most frustratingly, leadership treats marketing and sales as completely separate entities.
Yes, it may feel like you're getting into a pandemonium. But don't be put off – the combination of marketing and sales only requires a mix of processes and technology.
From a process point of view, this means meeting sales, exchanging key figures and identifying what needs to be improved. It also means being responsible for adhering to plans. And if you practice Account based marketing (ABM) it also makes sense to create a common revenue model that tracks every step from lead to sale and gives marketing and sales the opportunity to share the results. From a technological perspective, you need to find a solution to integrate marketing and sales data. It is also important to have a marketing automation platform that allows you to design custom lead scoring models and easily share information between teams.
Our last word: while it This requires some adjustment time and well thought-out, direct communication. Implementing the right processes and technologies ultimately makes it easier to work with sales – and growth will follow.
For personalization, connectivity and smarter predictions, we'd love to hear from you directly. What are your concerns, goals and marketing resolutions for 2020? Take this survey to better understand what's most important to you and your business in the coming year.
Share your resolutions for 2020!