Consumer habits are changing, and companies must adapt at the same pace if they hope to stay relevant and appealing to their audiences. It is essential that CMOs align marketing and technology as part of their strategy in order to establish campaigns that result in effective growth.
In this post, we’ll analyze some technological solutions that will help your brand make its marketing campaigns more effective:
Mobile marketing and social media intelligence
Today, around 70% of Google searches are made from a mobile device, and, according to PwC's Total Retail 2017 study, 65% of consumers globally make purchases through their mobile phones at least once a month. From these statistics, it’s clear that brands must be prepared to carry out effective marketing campaigns through these devices if they hope to reach today’s consumers effectively.
Social media intelligence, which applies Big Data to analyze how the brand is positioned in social networks, can boost the success of your social media marketing campaign if used wisely. One example of success is Bimbo — one of the largest bakery manufacturers in the world, based in Mexico — who used a social media intelligence tool called Brandwatch to develop a social media campaign.
Bimbo launched a limited-edition cupcake in the United States, which alienated Mexican consumers and caused them to express their unhappiness on social media. With Brandwatch, Bimbo was able to detect and visualize the crisis in real time, develop a strategic campaign for the launch of the product in Mexico, identify influencers to amplify the scope of the campaign and measure ROI (Return on Investment) of the campaign over social networks.
With this strategy, Bimbo increased sales of this product by 12%, resulting in revenue of $580,000.
Bots and cognitive technology
In the same way that social media intelligence helps you understand your users better through data, cognitive technology - the use of Artificial Intelligence (AI) and machine learning - enables you not just to gather customer data, but to manage it and use it to inform smarter decisions. This technology, integrated within machine learning and AI solutions, makes it easy to align individual customer needs through intelligent marketing personalisation.
According to an IBM study, two-thirds of CMOs surveyed believe that by 2020 they will be prepared to apply this technology in their departments and processes. This means that much remains to be done in this area in the coming years if businesses hope to use this technology to its full potential.
Unfortunately, at the rate that today’s consumers are evolving, they may have moved beyond cognitive technology by the time we reach 2020. CMOs need to be bolder and embrace new technologies sooner to take advantage of the small window they have before consumers evolve.
This article on Forbes makes an interesting point about the advantages of chatbots for business. For example, Thezboy uses Facebook comments and messages to deliver personalised communication to end users and businesses. This means consumers do not need to leave Facebook on their mobile device to talk to businesses, and businesses have an integrated platform apart from Facebook Messenger.
CMOs need to use technology to improve User Experience (UX)
If your client experiences good service from your company, their ‘word of mouth’ marketing to friends, family and colleagues will be very beneficial for your business. And there's nothing that illustrates the concept of inbound marketing better than ‘word of mouth’ marketing.
One of the most effective ways to manage Customer Experience is through technology. For example, if a customer leaves their car at a service centre for a service, they could receive a text message with the detected faults and repair costs. Of course, it doesn’t have to stop there — the client could be sent a video in which the technician explains the process of the repairs he’s about to do.
Upon completion of the service, the customer might receive another message informing them that the car is ready for collection. The message could include a free Uber service, so that the customer can go to the garage to pick up his car free of charge.
At the rate that both consumers and technology are changing, it’s important to find an agency that helps you understand your consumers, how to apply technology and strategy together to improve their experience and, ultimately, turn them into loyal and authentic evangelists for your brand.
At We Are Marketing we use integrated marketing and growth solutions to help our forward-thinking clients create exciting and challenging growth strategies. Our highly skilled team of global growth agents work with your team to produce cutting edge campaigns and customer experiences that deliver excellent results.
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