The Role of AI in digital marketing

MAHENDRA GUPTA | March 4, 2020

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The rage of social media has led to the emergence of social networking. With that, the competition to engage the audience on online platforms and entice them has become fierce. Brands are adopting novel strategies to enhance customer experience and increase brand value. The advent of technology and a myriad of innovations has reinvented the marketing industry. Amongst many, artificial intelligence and augmented reality are an integral part of the digital marketing landscape. AI and its applications have not left any sector untouched, and its forms are far beyond mundane.

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OTHER ARTICLES

How to Implement Effective Marketing Automation

Article | March 3, 2020

B2B Marketers need to take additional measures that go beyond the usual technology rollouts for successful marketing automation implementations. Aligning marketing automation tools with existing systems, and aligning the proposed solution with the enterprise business strategy are some of the steps that help marketers with successful marketing strategies. There are some additional steps marketers need to ensure to see if the implementation of marketing automation is effective.

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MARKETING STRATEGY

Retail lessons: how to retain brand trust and value with a digital only presence

Article | March 3, 2020

It has been over a year since retailers were forced to temporarily shut their doors or put in place restrictions to limit the in-store experience. Now, as we return to some semblance of normality, it’s essential that trust and brand value are retained for those operating a digital-only presence. In this article, Nate Burke, CEO at Diginius, discusses how brands have effectively kept customers engaged, consequently building trust and brand value in the process, and what techniques to use while navigating the next steps of the pandemic. Retail return As I write this, physical retail and outdoor hospitality are feeling a little more rejuvenated after welcoming customers back. My inbox and notification centre are full of alerts from brands offering high street discounts and incentives for scanning an app in-store. This is a prime example of how fast and timely brands need to be in order to capture their customers’ attention when trends and circumstances change. It’s also a great example of how essential communication and marketing techniques are in building trust and creating brand value. While I might not be one to rush back to high street stores so soon, I do feel reassured and excited by these messages. And nothing could be more important at a time like this. It’s a reminder that these shops are still there and are prepared to welcome customers back in. After all, if they’ve had time to plan and create a whole marketing campaign around the event, I can only hope their efforts towards a safe reopening have been given just as much thought and attention. Digital tactics like those mentioned above have only ramped up during the course of the pandemic, where remote communication and at-distance offerings have been the only touch points between brands and consumers. And of course, this hasn’t been without challenge. Digital-led trust It’s human nature for us to trust and find greater value in something we can see for ourselves in person. Traditionally, brands have been able to create this through in-store experiences where customers know they can see products and services in action and are able to interact with staff and experts should there be any concerns. While digital channels do offer their own set of benefits, meeting these innate human needs is not one of them. So, in a bid to retain consumer trust amid the uncertainty of forced closures, measures and constantly changing restrictions, we’ve seen a number of effective strategies from brands. Regular push notifications and email communications just scratch the surface. These tactics are a great way to generate instant response, whether it’s a brand reminder, an update on important changes or simply an alert of a new deal in an attempt to drive website traffic. By now, it’s a known fact that personalised messages generate better results. And these forms of digital communication can certainly be personalised with little effort on the brand’s part. Whether it's a mass email with a tailored first name field, or an app alert that is sent as a restriction lifts - both feel personal and as though they have been sent by a real individual who knows who you are and understands the context of a situation. But today’s customers need and expect more. These tactics have been used for years, and the sensitivity of the pandemic has called for a more human approach in terms of marketing and customer service. And that’s exactly what many successful brands have been doing. In-store online While driving traffic to a website is important, it’s the service on offer once a customer lands on a page that makes the difference when it comes to building trust and brand value, and ultimately, converting. It’s all about translating the human in-store experience online. For example, we’ve seen greater focus and uptake in live chat features on websites, with this now being an expected function for over half of consumers. Through such features, customers expect to be able to talk to a real person on the side of the screen who is able to understand their queries and responsively provide a solution. Companies such as Currys PC World have taken this one step further, and now offer a ‘Shop Live’ feature that enables customers to video call a real sales representative who can help them with their purchase. In this way, brands are able to bridge the gap between themselves and their consumers, even in a time of social distancing. And as a result, are able to retain trust, while also adding value to their brand through the out of the box and supportive offering. Other tactics have included offering incentives that encourage repeat purchases. For example, many online retailers offer unlimited next day delivery subscription services, whereby a one off higher yearly fee provides access to a year's worth of free delivery. With the delay between placing an order and it then arriving, as well as delivery fees being some of the biggest deterring factors from online purchases, the incentive has been incredibly effective in increasing loyalty. That feeling of the brand also offering you a better deal is also a great way to build trust, so even though a brand might be increasing the cost it incurs for delivery, the value of a repeating customer and their advocacy hold much more weight. In this sense, it’s all about how a brand and its offerings are perceived by customers. And another sure fire way of improving brand perceptions is through PPC tactics. Anyone operating in ecommerce knows how competitive the market is. Ensuring your brand is seen above competitors is key in driving awareness and trust, as ultimately, a higher ranking and greater visibility reflect positively on a brand’s trustworthiness. Data-led insights Clearly, there are a number of ways in which businesses can adapt and improve their offerings in order to encourage trust and add value. Of course, implementing all of these changes will be wasteful for budgets and not necessarily effective for every brand. Therefore, it’s important that you understand your market and customers, which can prove a challenge as things continue to constantly change as they have been. But a solution may not be too hard to find. Insight software has advanced just as fast as these markets and customer behaviours. Therefore, with the right tools on your side, you can monitor shifts in the market in real time and adjust your offerings in response. For example, if data shows you receive more website traffic at certain times, it may be an option to increase the number of customer service staff operating the live chat function during those periods in order to minimise waiting times and improve customer experience. These tools can also help you decide which channels to focus PPC efforts on depending on those your customers visit most often. Using this data, you can then allocate budget accordingly, ensuring wasted spend is minimised while results are maximised. For example, during the pandemic, the figures were showing a greater uptake in use of marketplaces such as Amazon, as well as social commerce channels, including Instagram. If businesses understood this in real time, aided by collaborative commerce software such as VTEX, they may have been able to optimise their performance by increasing their PPC activity and consequently, visibility and status on such platforms. Real-time communication Ultimately, commerce is facing a period of significant uncertainty that is having an effect on both customers and businesses alike. Regardless of whether stores are open or closed, customer behaviours and needs are constantly changing to keep up. And brands need to understand that how they communicate their messages and offerings is vital in retaining trust and brand value. It’s evident that a humanistic approach is prevailing, as that is one thing that will never change. But as digital channels take centre stage, it all comes down to how a brand is able to translate its personable approach online. While there are a number of innovative methods brands are using to appear more human on online channels, using the tools and data available is key to ensuring activities help rather than hinder a business. And in this way, not only will brands be able to retain trust and brand value, but they will be building on it too.

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Speaking powerfully to professional services

Article | March 3, 2020

Intapp serves many of the world’s top legal, accounting, consulting, private equity and investment banking firms with its connected firm-management solutions. After nearly two decades as the market leader, the company was seeking to amplify its global brand and broaden its reach to engage with new audiences. Taking a holistic approach, the Intapp team worked closely with April Six to refine its market positioning and brand strategy, and refresh its visual identity. The goal was a new POV and look-and-feel that would demonstrate Intapp’s focus on empowering client innovation.

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Effective Content Strategy for Email Marketing

Article | March 3, 2020

Content strategy is an integral part of email marketing. Without a content strategy, it isn't easy to run an effective and productive campaign. Creating a robust strategy provides the intended results and prevents in effective effort and unused financial resources. In addition, email marketing content is considered one of the best ways to reach many people and persuade them to buy your products or service. As a result, email marketing allows businesses to perform more effectively. Email marketing is an inexpensive form of marketing that delivers high ROI. When your audience subscribes to your emails, they expect something valuable in their inbox. Therefore, the challenge of email marketing is to deliver precisely what they are looking for. Unfortunately, some marketers find it challenging to execute it as they don’t have effective email campaign strategies. Your email marketing plan creates a unique experience for your customers. It helps in producing a cost-effective campaign and provides more value to your audience. It encourages your target audience to experience your products or services. Let’s understand the significance of content strategy for an email productively and concisely. Why Is Email Management Important? Content strategy for email helps brands to prepare and plan for reliable and cost-effective sources. It is the best way to connect with your target audience or customers and build a strong relationship with them. Approximately 54% of emails are viewed on a mobile device. You can experience higher conversion rates on mobile than any other medium by designing engaging and innovative emails. The best part of email marketing is that it is a two-way communication where you allow your customers to react to it. This communication helps create a solid content strategy for email and improves the quality of the same. Marketers use email to drive the target audience to your website, pick up the phone and call, or any other call to action. Email helps track delivery rates, unsubscribe rates, bounce rates, and click-through rates which give you a better understanding of how your email campaign is performing. These metrics also allow making an effective content strategy for email. Here are some vital statistics that show the importance of email marketing and a content strategy for the same. 70% of marketers are actively investing in content marketing. Approximately 78% of businesses have a team of one to three content experts. 77% of companies say they have a content marketing strategy. Email marketing has the highest return on investment for small businesses. The number of global e-mail users is set to grow to 4.48 billion users in 2024. 59% of B2B marketers prefer email for lead generation. 40% of B2B marketers claim that email newsletters are an essential tactic in their content marketing strategy. Email marketing is mainly used for lead generation (85%), sales (84%), lead nurturing (78%), and customer retention (74%). 77% of B2B companies use an email marketing newsletter as part of their content marketing strategy, and 79% of B2B marketers find email to be the most successful channel for content distribution. According to Radicati’s 2020 Email Statistics report, email is used by over 4 billion people — over half of the world’s population. Create Productive Content Strategy for Your Email With the help of your content strategy for email, you can keep your readers focused on your business. First, let’s understand what makes content strategy valuable and effective. Establish Your Target Audience Establishing your target audience helps you to create engaging and relevant content to fulfill their requirements. Therefore, you should keep your target audience at the center. Additionally, you need to keep your audience in mind while strategizing an email campaign. Define Your Objective Defining objectives is one of the essential parts of the content strategy, which makes your way easier to find out what is essential. Create Engaging Content Most marketers find it challenging to deliver quality content. Quality content consists of appropriate information, well-researched data, a systematic approach, and no grammatical mistakes.In addition, you need to create engaging content that persuades your readers to keep clicking. Design for Mobile It will help if you create a unique content strategy for email that suits mobile. Therefore, it is essential to create mobile-optimized content for your target audience. Try to use high contrast design, mobile-specific codes, and interactive layout. Know Your Key Performance Indicator You have to define your key performance indicators (KPI), which must be measurable and specific. This helps to know your growth in terms of revenue, sales, and traffic. Final Thoughts Planning appropriate content strategy for email is an unavoidable phenomenon. It needs time, patience, and consistent effort. Prominent businesses believe that an effective content strategy helps in converting the target audience into long-term customers. An effective content strategy consists of the latest trends, innovative approach, sharing valuable and relevant information, etc. Implementing the above email marketing plan in an appropriate manner will make your efforts productive and meet innumerable business objectives. Frequently Asked Questions Why is content strategy important for email marketing? Content strategy for email attracts the customers and improves your communication with them. It also helps to gain the highest return on investment. However, without a content strategy, it becomes challenging to influence your target audience. What is the most effective email marketing strategy? There are three things to be noted while creating an effective content strategy for email. Building a solid relationship with your consumers by sharing relevant and personalized messages. Keeping detailed information about your target audience and their requirements. Define your key performance indicators. How do content and email marketing work together? You need quality content to run an effective and productive campaign. Without following content strategy, email marketing does not provide positive ROI. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "Why is content strategy important for email marketing?", "acceptedAnswer": { "@type": "Answer", "text": "Content strategy for email attracts the customers and improves your communication with them. It also helps to gain the highest return on investment. However, without a content strategy, it becomes challenging to influence your target audience." } },{ "@type": "Question", "name": "What is the most effective email marketing strategy?", "acceptedAnswer": { "@type": "Answer", "text": "There are three things to be noted while creating an effective content strategy for email. Building a solid relationship with your consumers by sharing relevant and personalized messages. Keeping detailed information about your target audience and their requirements. Define your key performance indicators." } },{ "@type": "Question", "name": "How do content and email marketing work together?", "acceptedAnswer": { "@type": "Answer", "text": "You need quality content to run an effective and productive campaign. Without following content strategy, email marketing does not provide positive ROI." } }] }

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SalesZip

We’re a team of marketers who are passionate about selling. We’re here to help you sell the products and tools of the future. We focus on improving the ROI and efficiency of sales and marketing departments. We help our customers accelerate revenue by identifying, profiling and nurturing the right decision makers within their target accounts.

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