' . esc_html( __( 'Your WordPress version is too old for XML Sitemaps.', 'google-sitemap-generator' ) ) . '
' . esc_html( sprintf( __( 'Unfortunately this release of Google XML Sitemaps requires at least WordPress %4$s. You are using WordPress %2$s, which is out-dated and insecure. Please upgrade or go to active plugins and deactivate the Google XML Sitemaps plugin to hide this message. You can download an older version of this plugin from the plugin website.', 'google-sitemap-generator' ), 'plugins.php?plugin_status=active', esc_html( $GLOBALS['wp_version'] ), 'http://www.arnebrachhold.de/redir/sitemap-home/', '3.3' ) ) . '
' . esc_html( __( 'Your PHP version is too old for XML Sitemaps.', 'google-sitemap-generator' ) ) . '
' . esc_html( sprintf( __( 'Unfortunately this release of Google XML Sitemaps requires at least PHP %4$s. You are using PHP %2$s, which is out-dated and insecure. Please ask your web host to update your PHP installation or go to active plugins and deactivate the Google XML Sitemaps plugin to hide this message. You can download an older version of this plugin from the plugin website.', 'google-sitemap-generator' ), 'plugins.php?plugin_status=active', PHP_VERSION, 'http://www.arnebrachhold.de/redir/sitemap-home/', '5.2' ) ) . '
Pratik is CEO of North America at Netcore and Netcore Unbxd.
As we navigate the shopper “attention recession” and the evolving demands of a frictionless shopping experience, it’s becoming even more imperative for brands to find ways to engage shoppers and guide them down the funnel to faster conversions. Based on my experience in driving meaningful customer connections, let’s explore the concept of shoppable channels and how they correlate to shopper demands for personalization.
Today’s shoppers typically engage with a brand at least 20 times before making a purchase, with each interaction representing a potential point of lost interest. Brands face the critical challenge of making a lasting impression instantly to avoid losing potential sales.
This challenge is intensified among younger shoppers, a demographic crucial for long-term brand sustainability and growth. With waning brand loyalty, brands now need to reconsider how to use any intent available in-channel to give the shopper a delightful experience, ideally driving a conversion moment.
The answer previously was personalization: using first- and third-party data related to shoppers to provide them with a more engaging omnichannel experience. However, with privacy laws getting more strict and browsers like Chrome phasing out cookies in 2024, the need for personalized and efficient in-channel marketing strategies is more important than ever. Brands must either try to understand, learn and deliver an engaging personalized experience for their shoppers or risk losing them to someone else.
Traditionally, the conversions on digital channels were on a brand’s website or app, while owned channels like email, SMS and WhatsApp were considered more as push-marketing channels to drive traffic back to the website or app to get the final conversion moment. Unfortunately, that redirect added an additional touchpoint—another distraction away from any product discovery and conversion intent the shopper may have shown in-channel—potentially leading to more lost conversions.
In the quest to counter this redirect-and-lose problem, there have been amazing innovations in the past few years to make these channels shoppable and drive more conversions in-channel. Some examples include shoppable experiences in paid channels like Instagram and TikTok. However, what is less known is that traditional owned channels like email, SMS and WhatsApp can also drive two-way shoppable experiences where customers can search, browse, add to cart, and shop—all in-channel.
Email is still a workhorse for keeping up brand awareness and driving traffic to your brand’s website. However, the same macro effects are starting to slow down the effectiveness of email marketing.
The great thing about email marketing is that it’s one of the cheapest way to drive traffic to your website, and the inherent engagement can drive more conversions if you can avoid distracting the customer with a redirect to the website. Google’s AMP for Email is one example of how to do that. No longer does email have to be just a one-way push channel. Consider incorporating your emails with tools that allow shoppers to search, browse, add to cart, add to wish lists and perform a wide variety of product discovery, consideration, conversion and other commerce actions, all within the email.
Initially a fast, free and secure messaging app to avoid SMS fees, WhatsApp has evolved into a platform for direct shopper engagement and commerce. Its early adoption of “click-to-message” advertising, linking Facebook ads directly to WhatsApp, paved the way for a more integrated, conversion-focused shopper journey. Collaborations with JioMart to shop for groceries have transformed WhatsApp into a shopping destination, enabling shoppers to browse, inquire and purchase without ever leaving the app. What’s more, WhatsApp’s adoption rate exceeds 50% among cellphone users among the key 18 to 35 age group in the U.S.
In my experience, creating this seamless inbox commerce journey from discovery to purchase can significantly boost conversion rates by reducing friction and enhancing the shopper experience. Such approaches are often underutilized in traditional marketing strategies but offer a unique opportunity for brands interested in driving conversions through personalized, direct engagement.
Finally, let’s consider the traditional website or app conversion channel. Regardless of how a shopper got there, typical conversions are close to 3% and only getting tighter due to weaker personalization linked to the deprecation of cookies.
Similar to email and WhatsApp innovations, big advances have been made in predictive and affinity-based segmentation. Brands can now drive more in-session and in-channel personalization, based on what a shopper is searching and browsing, to give them a personalized next step—a better product, better offer, better complete-the-look and better checkout experience with appropriate discounts and shipping and handling applied. These advances can be made by combining AI-enriched product catalog data with personalized shopper behavior, allowing your business to predict intent in real time without manual intervention. This can be a win-win for both the shopper and your brand because it’s a privacy-friendly path to drive the shopper to what they need, fast. No distractions!
As shoppers evolve, it will likely only get harder for brands to cultivate those loyalty moments that get them to return to the brand. The shopper is in control, but brands can do their part to drive a superior experience when the shopper gives them that one opportunity to engage. By considering every channel in which your brand engages with the shopper as a shoppable channel, you can gain a competitive edge in this age of shopper attention recession.
Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?
[ad_2]
Source link
The Covid-19 pandemic has undoubtedly had a profound impact on the way businesses approach marketing channels. With changing consumer behaviors and evolving market dynamics, marketers have been forced to adapt and rethink their channel strategies. In this article, we will explore the key trends and strategies that have emerged in the post-pandemic marketing landscape.
One of the most significant trends observed in the wake of the pandemic is the expansion of marketing channels. According to The CMO Survey, nearly two-thirds of companies reported an increase in the number of channels they use. This expansion is true for both B2B and B2C firms, with B2C services leading the way at 77% reporting an increase.
The expansion of channels offers consumers the freedom to choose their preferred method of interacting with companies. However, it also presents challenges for marketers. Before jumping into new channels, marketing teams need to strategically determine the channels that will have the greatest impact.
Contrary to expectations, face-to-face (F2F) channels have not become completely digital. Only 6.7% of companies reported a complete shift to digital F2F channels, with 28% even opening new F2F channels. This persistence can be attributed to several factors.
First, digital clutter has made it difficult for marketers to penetrate through the noise. With consumers being exposed to thousands of advertisements daily, F2F interactions provide a way to break through the clutter and establish meaningful connections.
Second, consumers have experienced digital fatigue, especially during the pandemic, as they rely heavily on digital platforms for various interactions. This fatigue has led many individuals to crave human interactions and seek authenticity in their interactions with brands.
Third, companies view F2F channels as valuable learning opportunities. By leveraging advanced technology such as IoT-connected merchandise and footfall analyses, companies can gain insights into customer behaviors and preferences. This data can inform future marketing strategies and enhance the overall customer journey.
It is worth noting that different industries exhibit varying degrees of reliance on F2F channels. Product companies are less likely to go fully digital and are more likely to open new F2F channels compared to service companies. The real estate, retail, and communications/media sectors are leading the way in opening new F2F channels, while health care, pharma/biotech, and technology sectors are less likely to do so.
The pandemic has witnessed a significant expansion in the use of social media channels for selling products and services. According to The CMO Survey, 45% of companies are now using social channels, with B2C services companies leading the pack at 61.5%. Real estate firms, communications/media companies, and retailers/wholesalers are the industries with the highest adoption rates.
Social media platforms like Snapchat, Facebook, and Instagram have experienced record-high e-commerce sales during the pandemic. The introduction of features like in-app checkout on Instagram has further accelerated this trend, enabling marketers to reach a massive user base scrolling through their social feeds.
The ease of social messaging has allowed marketers to engage with customers in real time and provide immediate answers to their queries. Social media has become a powerful channel for driving sales, with a significant percentage of adults making purchases through social media channels. This trend is expected to continue growing in the future.
While social media use is often associated with B2C brands, there is also a place for B2B companies in this space. For example, Maersk, a Danish shipping company, successfully leveraged social media to build its brand reputation and engage with customers. B2B marketers often turn to platforms like LinkedIn to generate leads and connect with industry professionals.
The pandemic has ushered in the D2C revolution, with 24% of companies adding a D2C channel in 2023. B2C product companies have been at the forefront of this trend, with 41% of brands adopting D2C channels.
D2C channels offer companies valuable insights into customer behavior and needs. By directly interacting with customers, companies can gather firsthand data and leverage it to enhance their marketing strategies. This is particularly important in sectors like consumer packaged goods (CPG), where access to third-party data is becoming increasingly restricted.
In addition to data collection, D2C channels allow companies to control the customer experience and deliver their brand benefits effectively. Premium and unique brands, in particular, can leverage D2C channels to create a tailored and immersive customer journey.
The adoption of D2C channels has been particularly significant in the CPG industry, with 55% of companies reporting their integration. B2C services have also embraced D2C, with a substantial increase from 15% in 2022 to 45% in 2023.
Tesla serves as a prime example of a company that has fully embraced the D2C revolution. By selling its vehicles directly to customers through an online platform and retail stores, Tesla has gained control over the entire sales experience and eliminated the need for traditional car dealerships.
Before entering the D2C space, companies should ensure that they have a robust digital footprint and the necessary infrastructure to analyze and execute D2C strategies. This includes expertise in digital marketing, social media, and data analytics. Additionally, companies need to be prepared for an increase in customer interactions and have the customer service structures in place to handle them effectively.
Despite the growing popularity of gamification in various industries, it remains underutilized in marketing channels. Only 4.8% of marketers have integrated gamification into their digital channels to drive sales. B2C product companies and companies with sales exceeding $10 billion have been the most proactive in adopting gamification strategies.
Gamification, which involves incorporating rewards, points, competitions, and other engaging elements into customer interactions, has been projected to experience substantial growth in the coming years. However, its potential has not been fully realized in the marketing realm.
While research on the impact of gamification on brand outcomes is limited, loyalty programs have been shown to increase customer preference, willingness to pay higher prices, and overall spending levels. It is reasonable to assume that gamification can further amplify these effects.
For gamification to be effective, it needs to align with the brand’s position and associations. The game should be engaging, low-cost or free, and resonate with the target audience. Marketers must understand their customers’ motivations and preferences and conduct small-scale experiments to assess the costs and benefits of different gamification approaches.
B2B companies have been slower in adopting gamification strategies compared to B2C companies. However, they can start by implementing gamification within their salesforce and employee interactions with B2B customers. Webinars can also be an excellent platform for introducing gamification and keeping prospects engaged during sales pitches.
In the aftermath of the pandemic, marketers must approach channel strategy strategically. With an abundance of channels available, it is crucial to evaluate which channels will add clear value and focus on those, rather than simply following competitors.
Limited customer time and attention make it essential for marketers to determine the channels where they can have the greatest impact. This involves considering factors such as value addition, brand alignment, consistency, seamless integration, and customer understanding.
By strategically selecting and deploying channels, marketers can optimize their efforts and resources, ensuring that they reach the right audience with the right message through the most effective channels.
The Covid-19 pandemic has transformed marketing channels in profound ways. With the expansion of channels, the persistence of face-to-face interactions, the rise of social media, the emergence of D2C channels, and the potential of gamification, marketers have a wealth of opportunities to engage with customers and drive sales.
To navigate this evolving landscape successfully, marketers must evaluate and deploy new channels strategically. By focusing on channels that add clear value and align with the brand, marketers can make the most of limited customer time and attention.
As the marketing landscape continues to evolve, it is crucial for marketers to stay agile and adapt their strategies to meet changing consumer behaviors and market dynamics. By embracing new channels and capitalizing on emerging trends, marketers can position themselves for success in the post-pandemic era.
1. How has the Covid-19 pandemic impacted marketing channels?
The Covid-19 pandemic has led to a significant expansion of marketing channels, with companies increasing the number of channels they use. Face-to-face channels have remained resilient, social media use for selling has surged, and direct-to-customer (D2C) channels have gained traction. Additionally, gamification has emerged as a potential tool for driving customer engagement.
2. What factors should marketers consider when expanding their channel strategies?
Marketers should consider the potential value addition, brand alignment, consistency, seamless integration, and customer understanding when expanding their channel strategies. It is essential to focus on channels that will attract new customers, align with the brand image, provide consistent touchpoints, integrate seamlessly, and offer clear value to customers.
3. How can social media be effectively used for marketing purposes?
Social media platforms can be effectively used for marketing purposes by leveraging their large user bases and engagement features. Marketers can sell products and services directly through social channels, engage in real-time conversations with customers, and build brand reputation. B2B companies can also utilize social media platforms like LinkedIn to generate leads and connect with industry professionals.
4. What are the benefits of adopting direct-to-customer (D2C) channels?
D2C channels offer companies valuable insights into customer behavior and needs, allowing for personalized marketing strategies. By selling directly to customers, companies can control the customer experience and build brand loyalty. D2C also provides opportunities for experimentation and feedback collection, leading to more effective strategies.
5. How can gamification be utilized in marketing channels?
Gamification can be utilized in marketing channels by incorporating rewards, points, competitions, and other engaging elements into customer interactions. This strategy can increase customer preference, willingness to pay higher prices, and overall spending levels. Gamification should align with the brand’s position, be engaging, and resonate with the target audience.
First reported by The Harvard Business Review.
[ad_2]
Source link
Monica, CMO of SOCi, holds 20+ years of tenure in digital marketing & advertising, with a foundation in sales, strategy, and data analytics.
getty
The story of marketing in 2023 started with budgets tightening amid recession fears. Companies will expect more from less; marketers will need to get creative to accomplish their goals. But changing circumstances also offer opportunities for growth; marketers will find chances to implement more innovative strategies and lean into other channels to engage and retain customers.
Economic downturns force hard decisions on marketing budgets, but investigating budgets for inefficient spending will prove an important place for marketing teams to begin. The martech stack is a prime example: When marketers set their digital strategies, they often add more and more point solutions to accomplish those strategies. Over time, martech stacks have become extremely complex, with a potential overlap in services among all those different tools. The softening economy will introduce budget constraints that will press the need for efficiency.
Efficiency will continue to usher in the consolidation of solutions for martech. Instead of weaving a complicated tech stack together, marketers should be choosier with where their dollars go, looking to get the most from any new solution. Platforms that consolidate options into a suite will better meet marketers’ needs for efficiency, and they’ll be more likely to commit their budget to them.
Marketers will do their best to find more efficient ways to spend their budgets, but many companies will still make cuts. And the first thing to go in a downturn is often paid spend. Nielsen is already seeing the ad market shrink—and those cuts will likely deepen if the economy heads into a recession.
With decreased paid spend, marketers will shift their attention toward building their earned and owned channels to compensate. Customer retention costs less than customer acquisition, and driving growth from existing customers will matter much more in a tighter economy.
Marketers will need to double down and make the most of touchpoints like owned websites, social pages and organic search. They should use the time and effort that would’ve gone to paid advertising to instead buff up those digital touchpoints—many of which were first stood up during pandemic-driven digital transformations. Marketers can also better keep up with the number of conversations happening in the digital world, responding faster to social media engagement or consumer reviews to better convert sales from existing customers.
Faced with tighter budgets, marketers will get more creative by tapping into existing online communities with interests aligned with their brands. For example, hardware stores could connect with communities on Etsy or Facebook Groups with affinities for DIY projects. Gyms could weave their ways into Tumblr or Twitter fitness communities.
Marketers need to pick communities authentic to their brands. Those stumped on where to start should dive into data on where and how their current audience engages, then build a community on their most used platforms and expand over time. Tailor your creative to match what you want to sound like and what fits the platform—if your creative sucks, it won’t matter how many platforms you’re on.
Take it one platform at a time. Marketers, especially multi-location marketers, usually jump into all channels and try to do everything; that’s an immediate path to failure. Technology can help you scale when you’re ready to move into more channels, but start small and build as you go.
And being in these communities means actually being a part of them. Talk to community members and be responsive. Regular engagement through opportunities like short polls or small contests gives community members reasons to come back and engage with you. In turn, you can research your customers’ interests and determine what type of engagement works best within each community. For instance, you can A/B test a video on Instagram Reels or TikTok and monitor performance to better target your time and dollars.
The new year poses plenty of new challenges, and marketers must rise to the occasion. But by consolidating complex martech stacks, leaning into owned and earned channels, and building an engaged community, they can accomplish their own goals and meet their companies’ growing needs.
Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
[ad_2]
Source link