By: Ryan Ayers
With each new year, marketers think about the success and failures of the current year, as well as what they’re going to do better during the next.
As time goes on, each generation has different traits. As a result, marketers must revise their strategies as time passes. Decision-makers can boost brand awareness and reach today’s buyers in 2020 by staying on top of the latest marketing practices.
The following are five innovative marketing strategies to try out in the new year.
1. Leverage Chatbots to Deliver Service On-Demand
Customer service chatbots are becoming increasingly popular with buyers, and businesses save time and money by deploying the AI-powered support assistants. In due time, chatbot customer service representatives (CSRs) will become the new norm.
Chatbots are relentlessly attentive, happy to answer customer questions – no matter how repetitive – and can resolve common issues in mere seconds. Furthermore, the more that chatbots work, the more they learn about consumers, which provides value for both buyers and enterprises.
2. Yes, You Too Can Afford Video Marketing!
Relatively recently, brands have started recognizing the power of video marketing. By riding on the success of viral video stars, companies are reaching audiences around the world – and at a fraction of the cost of traditional advertising.
Across Facebook, Instagram, YouTube and other social work networks, there’s an influencer marketing frenzy. Viral internet stars have buyers’ attention, and businesses are willing to pay to play in the world of digital superstars.
Businesses are also starting to embrace live video broadcasting. Live broadcasts are an opportunity to give potential buyers a glimpse into the inner workings of your enterprise.
Whether recorded or live, businesses are using highly creative videos to appeal to and engage with audiences.
3. Leverage Your Brand
Local sponsorship is the most overlooked, opportunity-rich marketing outlet available. Nevertheless, they’re an excellent tool for building genuine connections with local constituents.
Across the nation, there is a highly disjointed – but tangible – network of local events, nonprofit organizations and associations willing and waiting to partner with your enterprise. For example, eSports sponsorships are experiencing explosive growth and yielding phenomenal results for brands.
You can leverage local sponsorships across any medium, from radio to internet to television. By partnering with activities and causes that people care about deeply, you can compel consumers to form a deeper connection with your brand.
4. Content, Content, Content – and More Content
Leading marketers have used the term “content is king” to the point where it’s become a cliché. Nevertheless – content is still king!
If your enterprise is serious about brand awareness, you most likely indulge in some form of content marketing. However, many organizations fail to leverage their digital content fully.
Enterprises must identify which content performs well. By doing so, they can find opportunities to repeat their success. For example, when an article does well with its intended audience, it’s a good idea to repurpose the content in various forms, such as:
- Guest posts
- Influencer marketing clips
- Live video sessions
- Ultimate guides
By paying attention to what your customers care about the most, you can pinpoint the topics that pique potential buyers’ interest.
5. Know Thy Customer
It can’t be said enough that you should understand granular details about your ideal customer. Fortunately, the maturing tech industry has made data analysis accessible to organizations of all sizes – including small businesses.
Today, big businesses are decimating mom-and-pop operations. However, data can level the playing field. Fortunately, the big data industry has matured to the point where it’s financially accessible to smaller businesses.
For example, one of the largest data companies in the world, SAS, works with small-to-midsize-businesses to turn data into insights. ClearStory is another data analysis firm that offers cost-effective analytical tools.
Forward-thinking business leaders leverage information to learn how to resolve consumers’ most pressing pain points. As an example, tools such as artificial intelligence and machine learning enable businesses to automate the process of delivering a personalized experience for every buyer.
Digital marketing enables enterprises to create and deliver content that guides consumers toward choosing a specific brand to solve their problems. As always, however, creativity is still a linchpin of marketing.
Today’s crop of innovative digital tools enable brands to create highly engaging marketing campaigns, and it’s not always a complicated endeavor. Sometimes, a simple, low-cost idea engages the minds of consumers in a big way.
It may seem like it’s too early to start thinking about next year. However, it’s never too soon to make plans. Now is the perfect time to start doing preliminary research into adding new tools to your marketing toolkit, such as live video, chatbots and data analysis. With an early start on marketing experimentation, you can hit the ground running in 2020.
About the author
Ryan Ayers has consulted a number of companies within multiple industries including information technology and big data. After earning his MBA in 2010, Ayers also began working with start-up companies and aspiring entrepreneurs, with a keen focus on data collection and analysis.