Now that 2016 has come and gone it’s time to look ahead and see what opportunities 2017 has awaiting us. Savvy marketers (present company included) are starting to think about what’s new and exciting on the digital marketing horizon for 2017.
1. Optimized Touchpoints
Digital touchpoints are like guideposts along the customer journey. They provide a great opportunity for your brand to make positive impressions on your customers while enabling you to gather actionable information that clues you in to where your customers are in their journey.
Using marketing automation, you can respond to customer interactions like purchases, clicks, or email opens. By collecting touchpoint data on customer preferences, you can steer your customers in the best direction based on their actual or predicted behaviors. Touchpoints enable you to plan for and respond to events that happen along the customer journey to ensure that your digital marketing supports your strategic goals.
2. Leverage marketing automation as a tool
Chances are you’re already taking advantage of the automation tools provided by an email marketing software.
If not, it’s time to make the switch.
About 78 percent of marketers surveyed said automation directly increased their revenues, according to the marketing consultant firm The Lenskold Group.
Marketing automation software and platforms are constantly evolving.
These user-friendly tools allow marketers to gain efficiencies as well as invaluable data through tracking and analytics.
This type of insight enables you to quickly make adjustments in your strategy to improve open and click-through rates.
If you’re already implementing marketing automation campaign, talk to your service provider to make sure you’re taking advantage of all the features it has to offer.
3.Automated Customer Interactions
Marketing automation enables you to give each of your customers an individualized journey, even on a massive scale. Automated personalization lets you save time by building one strategy that is replicated automatically, while you direct your energy and attention to expanding your business.
Automation is essential to creating reflexive 1-to-1 journeys for an array of customers. With the appropriate marketing automation tool, customer behavior drives the interactions with your brand. You can deliver a basic or intricate journey with relevant content at any scale thanks to predictive recommendations.
Life Time Fitness has netted a 154% ROI since its implementation of a multichannel customer experience that uses marketing personalization to generate communications based on member data. With myriad fitness goals among its varied membership, Life Time takes advantage of automated personalization to communicate different information to clients engaged in individualized customer journeys.
4. Content Marketing
It’s not exactly newsy that content marketing can, will and should dominate your brand’s digital marketing strategy for next year—the process of following a well-executed plan to deliver useful, relevant and engaging information that your audience considers beneficial has hopefully been informing your marketing decisions already.
But with so many marketers already taking a ride on the content marketing express–the Content Marketing Institute says that 88% of B2B marketers in North America currently rely on some form of content marketing—it will become increasingly difficult for brands to break through the digital noise to differentiate their content, and themselves. Look for a focus on quality over quantity. Marketers will get away from churning out a seemingly endless stream of fluffy stuff in the hopes of keeping their name in the game. Instead, they will focus in 2017 on producing substantial, quality content that will resonate with their target audience—and with search engines. Consumers are getting more savvy—and therefore more demanding—by the day, and the content that we are feeding them needs to keep up or get lost in the sauce.
5. Talk to your subscribers as individuals
If your emails are still being delivered as if you’re speaking to a room full of people — not as if you’re talking to an individual face-to-face, you definitely need to make a major adjustment.
With so many marketers vying for your subscribers’ attention, it’s important to personalize your messages to capture your targets’ particular interests.
This type of segmentation is not as difficult as it sounds, thanks to the data you can gain from analytics.
They can provide insights on click-through behavior, purchase interests, gender, age and geographical location —allowing you to tailor messages to various segmented audiences.