Marketing and advertising tactics have gone through some major revamps over recent years. What’s trending now is Personalised Digital Marketing. Would this still be the case in the near future? In order to understand the fast-evolving nature of digital marketing let’s first examine the 3Cs: Customer, Content and Commerce.
Customer is King
Customers are the bedrock of any business, especially in personalised marketing where customer-centric and real-time data are key for success. By tapping into the customer’s spending behaviour and major life-time movements, a magical and meaningful experience for the customer is created.
Obtaining quality data that is both accurate and current ensures the success of digital marketing where actionable steps and just-in-time marketing can be applied. Hence, marketers need to ask the following questions “What is it that my customers want or need from me? And how do they want to be engaged?” instead of “What is it that I want to sell to them?”.
Make Your Content Work for You
Content should be catchy. Marketers should ask how to make the content stand out. Doing so is ever so crucial especially with the unleashing of ad-blocking technologies onto the digital platform today. Content weaved as a narrative makes a winning formula.
The recent ‘Pampers’ advertisement is one such winning digital advert. In it, mothers are not only appreciated but the notion of being a mother is celebrated. With content that tugs at the heartstrings of viewers, such narratives not only get the screen coverage they were designed for but also hook customers with the intention of tugging at their purse strings too! Marketers should continue to be creative in content creation in order to navigate the ad-blocking technologies rampant today if they are aiming to net a huge customer base.
Power-up with e-commerce
E-commerce which when supported by powerful and contextual email gives rise to the hyper-relevant content. With the integration of mobile and email for marketing, a post-store visit email can be triggered after a customer’s visit is tracked either via mobile phone or through the customer loyalty activation.
So what is the future of digitised marketing? There is a gradual shift from individualisation to context dependent marketing and then onto awareness and finally to intelligence in future. Yes, this is achieved when intelligent technology is used in e-commerce. In future, it would not be enough to have sites capturing contextual information and transmitting them to the site which will adapt accordingly, but also to have incremental actions that require intelligence. Just by monitoring a mobile user’s activities, an intelligence based e-commerce platform should be able to digitally tailor a dress design based on user preferences for purchase. Now isn’t that exciting as we would be taken to new levels of futuristic personalised digital marketing!
