Marketing in the digital realm is an art and a science. It requires businesses to have a technical understanding of data and technology, while also possessing enough raw creativity to connect with real people in a meaningful way.
Delivering on those stringent requirements can be quite the challenge for any business. In digital’s current environment, there is an absolute abundance of technologies and software applications at the marketer’s disposal. This, while having the potential to be an upside, does mean that businesses face unprecedented potential for confusion.
But when it comes to facing the challenges that digital has to offer, Australia is considered to be among the top nations leading the charge. Australian marketers understand that consumer need is key – and as such, are skilled at using data and technology to provide personalised experiences to consumers of all demographics.
If you’re worried about where digital could go in 2017, are struggling to meet your KPIs or are simply looking for advice on succeeding with digital, these fundamental principles will help you count yourself among Australia’s digital elites:
Automation
With the rise of digital capability, marketing is in a unique position – a position it hasn’t been in in its history. For the first time ever, marketers can tell when it’s appropriate to NOT show an ad.
Automation technology allows us to map every individual consumer based on their interactions with a business, and then communicate with them in the most effective way possible based on those interactions.
For example, if a customer lodges a complaint, they’re probably not interested in being bombarded with emails and ads about fresh new products. They may, however, come to forgive you if you give them a discount or a special offer.
Automation is what makes digital marketing so powerful. It allows for granular segmentation and specialised consumer experiences – and everything can be tested and optimised for greatest success.
Personalisation
As technology gets more sophisticated and innovations like machine learning and AI start to come into effect, offering a personalised consumer experience will no longer be preferable – it’ll be necessary. Every company and brand will be able to provide a tailored experience with such depth that those who can’t will no longer be competitive.
Companies that master the art of the personalised experience have the ability to meet consumer need and preference in real time. Every interaction with that brand is a positive one for the consumer, who almost can’t believe how convenient and beneficial everything feels.
In the not-so-distant future, there’ll simply be no reason for a consumer to choose anything less than that.
Traditional marketing interaction
But that doesn’t mean that traditional marketing will die. In fact, traditional marketing must adhere to the same principles so it can evolve to serve digital (and vice versa).
Advertising, put simply, is about broadcasting the right message to the right people through the right medium. Sometimes, that medium is TV, radio or print. These mediums are still perfectly appropriate for getting people into a digital funnel and a personalised program.
In many ways, the future is already here. Make sure you’re at the cutting edge of consumer experience, and you’ll have no issues staying competitive.
