In 2014, it became clear that capturing a consumer’s attention meant more than simply targeting them. In order to stand out and remain memorable (in a positive light), marketing efforts need to be compelling and in the moment, ready to predict and serve the customer’s every whim.
With 2015 now in full swing, marketers remain challenged to implement forward-thinking strategies that further bridge the gap between brands and consumers. Here’s six tips to build on your 2014 direct marketing efforts for a more prosperous 2015.
- Take a People-Oriented Approach.
In 2014, marketers started thinking more holistically about the relationship between seamless integrated marketing and strong customer interaction. It suddenly became much more important to appeal to customers on a very personal level. To keep this up, you’ll need to put the human touch back in marketing with a more intuitive and knowledgeable approach. That means identifying all the ways your brand can dynamically address the needs of its customers. Use data to drive and apply personalized marketing strategies across the board. - Get Partnered Up.
Partnerships kept businesses in the eyes, ears, mouths, and news feeds of customers in 2014, helping marketers expand their reach and drive sales. Think about what brands your target audience identifies with. A partnership with the right brand can easily augment your marketing efforts, and enable you to connect with a broader, more diverse pool of potential customers. - Mobilize and Integrate.
To stay top of mind, you need to be in the moment with your audience and that means making mobile part of your strategy. Make sure you’re taking advantage of their moments—like when they’re reading emails, checking out at the grocery store, or passing by one of your locations. Show them, in a brief yet engaging way, that you know what they need, when they need it, and where they need it. Deliver a message that resonates and compels customers to interact no matter what platform they’re using. - Ask the Right Questions.
Developing a sound marketing strategy encompasses more than simply having an end goal in mind. Keep yourself and your team on track by asking the right questions. Are you getting the message across clearly? What are you offering that your competitors are not? Is your content compelling and purposeful enough to be relevant to your customers’ needs? Are you utilizing the best channels and technologies to maximize reach? The more answers you have, the easier it’ll be to stay on course. - Be Predictive.
You don’t want to cast too wide of a net, so it’s important to use data and analytics to develop an intimate understanding of your target audience. Get to know who they are, where they are, and what they’re looking for. Use this information to predict the message, delivery method and call to action they might prefer in order to garner better results. - Implement New Ideas.
Prompt your audience into action with new ideas. Enlist their help to spread your message. Map out your location on your next mailer to give them the feeling that you’re just an arm’s reach away. Don’t be afraid to test a new approach in your next campaign. If you’re not testing, you’re missing out on an opportunity to learn!
Published on February 24, 2015
