Main trends in marketing communications
Companies use a whole set of marketing communications to interact with consumers. Let's see the main ones.
In a dynamic market environment, it is equally important for companies to ensure sustainable engagement with their target audience in order to succeed. In this article, we will examine only the main trends in marketing communications.
Companies use a whole set of marketing communications to interact with consumers. Addresses that will be relevant in the coming years around the world are listed below.
1. Data-driven communications management
It's hard enough to imagine a company trying to build marketing communications in the absence of any information about its customers. Data about who the customer is, how they relate to the brand before buying, have already become the main raw material for developing advertising campaign strategies and demonstrating the return on investment in promotion.
However, brands must also monitor and analyze the situation and sales in near real time to adjust their approach and tactics to engage with consumers. In this way, a company can create truly personalized and customer-focused communications.
But data is not just lurking, and there is an emerging trend in the market to preserve anonymity and protect users from unauthorized collection of information about them. Therefore, within the marketing function, the search for additional opportunities to independently collect data and enrich it is a point of special attention.
This is necessary to improve the effectiveness of the impact on the target audience. Once the data set is acquired, analysts must investigate and test hypotheses to develop new solutions and integrate them into marketing projects.
2. Regular segmentation
The days when a customer segmentation, once done, could be used for all subsequent campaigns are long gone. The new market reality is that customer values and attitudes change dynamically over time.
In practice, this means that tools that work well today may be less useful tomorrow, and the public's response to a company's advertising will steadily decline.
Another feature is that the target audience is no longer a monolithic entity. It is a structure or even a network of many micro-segments.
To avoid failure, the marketer must regularly update consumption paths and personalized communication to ensure that a specific buyer or part of the target segment is approached to purchase.
In addition, it is necessary to constantly evaluate each of the stages of the consumer cycle and change the interaction tactics with him to retain him and encourage him to repeat the purchase.
The demand of today's consumers for comfort and ease of communication with a brand makes companies look for new ways and means of interaction with this public.
The main criteria are accessibility, smooth communication through different channels and platforms, as well as smooth transition between online and offline formats. This approach is called omnichannel, whose objective is to surround the client with a comfortable contact system, without barriers between the client and the brand.
4. Virtualization of events
The pandemic has taught companies to interact in an online environment. This applies not only to employees, but also to customers and partners of companies. Perhaps unexpectedly, organizers and participants have discovered that online events have a number of advantages over traditional face-to-face meetings.
Lower organization costs, absence of usual limits on the number of participants limited by the capacity of the room, no travel time, flexibility in viewing presentations for the public, etc., are arguments in favor of maintaining the format online and improve it.
Traditional events are an important tool for brand promotion. And, of course, in terms of emotionality, direct contact in physical reality is difficult to replace at this time. However, even after the restrictions are phased out, it is unlikely that the virtual format will be completely abandoned.
Webcasting will be an important complement to presentations, conferences, exhibitions and other events. In addition, it has been developing and continues to give excellent results.
5. Marketing technology (Martech)
The appearance of the term "martech" arises from the need for companies to increase their productivity in the execution of interactions with customers. This big problem is serious for the marketing of any company.
The challenge of generating leads on a regular basis is driving demand for software solutions like enterprise automation and artificial intelligence (AI).
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