The paradigm shift seen by marketers during 2020 will be the most challenging that many will experience in their lifetimes. And as shops reopen and workforces return to workplaces, it is all too easy to hope that we are heading back to normal life.
But we are not out of the woods yet. Some changes in consumer behaviour will be short, but others with remain, and the reality is that the future looks very different for consumer brands. The experiences of cost-cutting, shutting down stores and shrinking teams will continue to some extent.
Doing more with less
Brands will need to do a lot more with much less, and the onus is on marketing teams to make that stretch work. The longer-term shifts call for marketing teams to be agile; to monitor their changing customer preferences, and to quickly innovate and redesign their customer journeys.
While many brands will feel pleased that they have successfully pivoted to online sales after their shops closed down during lockdown, I believe that very few have truly maximised their use of online.
What is needed is real business transformation. Competition for online customers has heightened massively, and more than ever, brands need to respond to that by creating stronger relationships with customers and gaining a real understanding of their new needs.
Business transformation may sound scary, but it needn’t be onerous. You can start with small changes, and within time, these will account for a huge leap forward.
Small steps to business transformation
The priority is to expand e-commerce capabilities and get the basics of digital marketing right. Once you have that in place, there are many tactics that will provide incremental improvements.
The challenge, however, is how to choose the right tactics – the ones that will provide the most uplift with the least amount of effort and, more importantly, will not compromise the future growth of your business.
That’s where Mapp can help digital marketers to achieve transformation. We have developed The Digital Marketing Playbook, an interactive guide featuring 100 tactics that are proven to bring results, whatever marketing objectives you’ve set for your business.
Not only will the Playbook help you to plan your digital programmes more effectively, but it will also build marketing resilience and agility, two essential ingredients for thriving in rapidly changing environments.
The Playbook provides ideas on how to increase engagement across channels that will grow revenues, practical tactics that are used successfully by leading brands, with tips from experts. Its suggestions will help with acquiring, nurturing, growing or retaining customers, all based on tried and tested strategies.
The right technology
You should also have a technology stack at your fingertips that will allow you to carry out these tactics with ease.
Managing your customer data efficiently is the key to making sure your marketing activities are successful, and to be efficient you should get some help from software. For most brands, there is a huge amount of really important customer data, and far too much to work with manually.
For this, you will need a Customer Data Platform (CDP). The main purpose of a CDP is to collect all of your available customer data and combine it in a single place. The data can then be analysed and used to power your marketing campaigns. Identity management is something that your CDP needs to do well, and it also needs to make sure the abundance of rich data that you can collect is actually useful and useable.
By tying your CDP into an execution platform, you will be able to make use of all the rich insights that you find in real-time. Imagine what you could do with a single platform that powered your insights and marketing. How much time would it save you, and how much more could you do with that extra data? Mapp Cloud offers all of these opportunities and more.
What else would help you to hone your new marketing tactics to perfection? How about the peer-to-peer advice of the wider marketing community? We can help with that as well.
The Digital Marketing Playbook has been developed into a new expert community, named ImproveYourMarketing. This interactive online platform not only provides access to hundreds of best practices designed to drive marketing strategy and achieve better outcomes, but it also allows you to identify and select tactics that fit your business, create a customised marketing plan, and then share tips with the ImproveYour.Marketing community. The entire service is free of charge for all.
Join the Community and share your experiences, tips and best practices about customer engagement and performance. By doing so, you’ll be able to increase your own visibility and create value for other marketers, while getting your brand ready for the future.