Post by account_disabled on Jan 1, 2024 6:41:34 GMT 1
Without a doubt, 2020 has changed companies' marketing strategies . Following the arrival of the coronavirus and the changes produced in consumer behavior, brands have had to adapt in order to continue supporting their customers in an unprecedented situation full of uncertainty. Along this path and in response to new habits derived from the restrictions overlapping with the pandemic, many companies have focused their efforts on the digital universe and have redefined their strategies. With the coronavirus still setting the pace of our lives, in 2021 it is time to continue reinventing ourselves to achieve marketing success. From Tim Boughton, co-founder and CTO of Mention Me, and his article for The Drum , we review 5 ways to help marketers do well in 2021 . 1. Build trust Trust is crucial to marketing success , especially after this difficult year.
In fact, 70% of consumers believe brand trust is more important now than in the past, according to the 2020 Edelman Brand Trust Barometer. “When times get tough, people want brands they can trust ,” notes Boughton. And to do this, consumers trust their friends: 51% trust the Phone Number List recommendation of their friend or partner more than any other advertising. 2. Engage customers in a meaningful way During the pandemic, generic messages from brands that offered support were eliminated almost immediately, the opposite of what happened with those from brands that took the time to speak with their customers with sincerity and reflection . Companies must launch communications aimed at specific segments and content adapted to each of them. For example, a welcome discount for a new buyer or new recommendations for a returning buyer. Communication should be, Boughton reminds, two-way, giving weight to user-generated content and responding to their comments.
On average, companies with effective engagement strategies increase customer revenue by 23%. 3. Deliver optimal digital experiences Many people turned to the online world to make their purchases in 2020 comfortably and safely. However, brands should not accommodate and stop promoting online purchasing. To achieve this, it will be essential to ensure a fluid digital experience . First of all, the website must be easy to navigate and transparent, as well as up-to-date. From there, brands must think about how to offer added value in the customer journey with virtual experiences or surprises, for example. Brands will be able to take advantage of the moment the customer is on the order confirmation page to ask them to recommend it to their friends, comment or follow it on social networks.
In fact, 70% of consumers believe brand trust is more important now than in the past, according to the 2020 Edelman Brand Trust Barometer. “When times get tough, people want brands they can trust ,” notes Boughton. And to do this, consumers trust their friends: 51% trust the Phone Number List recommendation of their friend or partner more than any other advertising. 2. Engage customers in a meaningful way During the pandemic, generic messages from brands that offered support were eliminated almost immediately, the opposite of what happened with those from brands that took the time to speak with their customers with sincerity and reflection . Companies must launch communications aimed at specific segments and content adapted to each of them. For example, a welcome discount for a new buyer or new recommendations for a returning buyer. Communication should be, Boughton reminds, two-way, giving weight to user-generated content and responding to their comments.
On average, companies with effective engagement strategies increase customer revenue by 23%. 3. Deliver optimal digital experiences Many people turned to the online world to make their purchases in 2020 comfortably and safely. However, brands should not accommodate and stop promoting online purchasing. To achieve this, it will be essential to ensure a fluid digital experience . First of all, the website must be easy to navigate and transparent, as well as up-to-date. From there, brands must think about how to offer added value in the customer journey with virtual experiences or surprises, for example. Brands will be able to take advantage of the moment the customer is on the order confirmation page to ask them to recommend it to their friends, comment or follow it on social networks.