With no signs of the pandemic easing off, there’s one thing for sure- digital is only about to get more powerful. And with consumer behavior getting trickier to predict, marketers can only rely on technology to make the most of their budgets.
The holiday season is unpredictable with the onset of the omicron variant. But, MarTech will only continue to lead this space, more fiercely than ever.
What we need to wrap our heads around is the reason why some brands flourish during stormy times while others can barely stay afloat. They prioritize human connection over revenue- aggressive marketing and sales have no place.
Marketing needs to use digital technologies to cater to the shifting needs of the customer. Learn the best tips and trends to navigate this unchartered territory-
1. Data
Untargeted marketing campaigns have one only effect- they are super easy to ignore. Customers have learned to tune out spray and pray marketing.
There’s a reason why data collections skyrockets during the holiday season. Brands that create more data-driven campaigns succeed even more in the holiday season. But it all comes with one twist- you need to tell the right story.
Dashboards give you insights- that’s the tech part. But as a marketer, you need to dig deeper and leverage data to tell stories that will inspire your audience to take action. Now’s a good time to reflect on what do we really need as humans.
2. Social CRM
There are some aspects of social media that are all ballyhoo, but then there are also some parts that drive real value for your business. Social CRM allows brands to track, assess, and enhance their social media efforts.
With social CRM, you complete the picture by connecting dots. There are some things you already know about your customers. But, the new customer knowledge gained with social CRM gives you a good level of control on social communication.
Social CRM is a great tool to initiate real-time conversations during the holiday season as you have clarity on what your audience is interested in at the moment. It can also help you find people who can be brand evangelists and quickly address complaints.
3. AI-Powered Marketing
The most transformative applications of AI are meant for marketing. It can enhance marketing activities at a whole new level. This holiday AI can do a lot for you without any human intervention.
Modern marketing’s need of the hour is to figure out customers’ pain points and address the needs with their products and services. The precision AI has in achieving this goal is insane! With the integration of data, AI can deliver hyper-personalized experiences to your audience.
This holiday season, AI can place those programmatic ads for you- the right content to the right people at the right time. It can also predict how customers are going to respond to your marketing campaigns, allowing you to make tweaks to maximize the impact.
4. Investment Optimization
Having an ROI-oriented strategy will help you optimize your marketing spend. The first step is to understand all the areas you’re spending your marketing budget on. Now, figure out which stage most of your prospects are in their buyer’s journey.
This holiday season, the use of marketing tracking tools will help you increase the effectiveness of each campaign and boost CLV. As customers, receiving communication from a company at the time of need plays a key role in purchase decisions. As marketers, it’s your biggest opportunity.
Investment optimization during holidays equips you with the right data to make the right decisions. In turn, you allocate resources to the channels that matter the most.
This year’s holiday season would be no different from the last- it is super uncertain. But, tech has forever changed marketing, and there’s no looking back now. As technology evolves, marketing will too!
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