Marketing Efforts to Prioritize Beyond 2020
What does the future of marketing look like? The marketing industry is constantly changing in the face of several different challenges, and marketers should be prepared to change with it. Staying ahead of trends is never an easy job, but it makes a huge difference in preparing for the future. As we move further into 2020, take the time to establish what your marketing priorities should be and what steps you can take to meet each priority in the years to come.
Personalization is a huge opportunity for marketers to make deeper, more emotional connections with the audience. Providing content that is personalized and catered towards each audience segment not only creates a better customer experience, but it also establishes a sense of trust and loyalty for your brand. Personalized content is much more likely to make a connection and even finalize a sale. As technology continues to evolve in the years to come, marketers will need to create a more personalized experience for their audience. Going forward, marketers can use automation to use predictive models to determine which types of web and email content customers prefer. With these features, you can match relevant content to relevant users, ensuring that your audience is seeing the content that’s intended for them.
Make mobile marketing a priority
Mobile selling has become a big deal in the past few years, and it’s only going to grow in the future. Mobile apps can greatly increase revenue for businesses, and it offers a convenient purchasing portal to your users. Additionally, once they make their first purchase, the mobile app will remember the product they bought and can make other recommendations based on that purchase. Take the time to analyze customer behavior on the mobile-friendly pages of your website to understand how mobile users are interacting with your app. Smart marketers will take advantage of the mobile-first channels like text messages, push notifications, and social media to further connect with their users.
Measure long-term performance
Marketers need to get more familiar with the long-term performance of their marketing efforts. The short-term marketing metrics keep marketers in-tune to how their daily or weekly engagement levels, but the long-term performance might reveal new metrics and trends that we would have missed otherwise. Incorporate longer-term key performance indicators to give you a deeper insight into what your company looks like in the future.
Connect marketing and sales
In a lot of companies, there is a bit of a disconnect between the sales and marketing departments. Leads might be passed back and forth, with no adherence to the needs of the customer. Marketing and sales are working in different ways towards the same goal, but too many companies see them as different entities. Marketing materials are built to tell the story of the company, but they may not always make it to the prospect. Additionally, salespeople know the needs and challenges facing their customers, so they are the natural spokesperson for the company.