Marketers are no longer concerned about who their customer is, but there is a much larger emphasis placed on knowing your customer segment. It is no longer enough to know your customer, it’s about understanding every aspect of them; their needs, their headaches, what keeps them up at night.
As we move towards a new COVID normal, we are slowly starting to go back to our old ways, however, some things are here to stay. So, what does this mean for marketers? It means some of the adaptions we’ve made during the pandemic are likely to come into 2022 with us. What are those things you ask? Let’s break it down.
When the world went online, so did marketing. Traditional forms of marketing weren’t going to cut it during the pandemic. Everyone was working from home, meaning no one was going to see those big billboards on the side of the road. What did we do to fix this? We turned our traditional forms of marketing into videos.
Video marketing allows markets to target consumers effortlessly. Video marketing can come in the form of live streaming, YouTube videos, product videos – the list goes on.
Similar to video marketing, marketers needed to find new ways to target consumers. Whilst traditional forms of marketing as still effective, more relevant ways needed to be introduced. Here came email marketing, a form of marketing known very well to marketers, but not nearly used to its full potential.
Email marketing provides a direct connection between a brand and its customers. Seeing as almost everyone has access to their emails on their phones these days, it means marketers can target consumers, no matter where they are.
Use of Artificial Intelligence (AI)
Artificial Intelligence is something a lot of businesses stuck clear from, but it’s now something in reach for most websites. The use of AI has meant easily utilizing automation within strategy and responsive ads.
Gone are the days where customers go in-store to make a purchase. As the world moved online, so did the shopping. Buying from retailers online has provided consumers with convenience, but also markers an easy way to target them.
New data suggests that e-commerce purchases have increased by 169 percent in recent years. From this, consumers have said they’re likely to sustain shopping online rather than in-person in years to come, a big win for marketers.
The pandemic has put a strain on the majority of small businesses. Many perished, and those who survived are still struggling. A notion made by consumers is to switch their attention to supporting smaller businesses, rather than big retailers.
What does this mean for marketers? It means consumers are going to fall easily for appeals. People want to do good and making a conscious choice to shop from a small business over a large one is going to appeal more to consumers.
This term is a new one, so let’s break it down. Conversational marketing refers to the funnel marketers take consumers through by using real-time conversations. This most often occurs with the use of live chat and chatbot features.
These conversational marketing techniques allow customer inquiries to be answered instantly, meaning consumers aren’t having to wait around for a response. Why is this important? It means customers aren’t losing interest in your business due to waiting around; now that’s what we want to hear.