A variety of data such as demographics and consumer locations are being enlisted by companies in order to join digital marketing with in-store, physical experience.
Before, marketing used to be simpler. What companies used to do was to send direct mail or email their customers. However, today companies are enlisting different business intelligence so that they can create a more personalized messaging for their customers and prospects.
It is evident that in 2015, the new digital marketing trends are steaming up in the market. Companies are also trying to drive their customers back into physical locations by creating exclusive experiences in stores or giving out offers. Once the consumers are on-site, companies are using different technologies such as the iBeacons so as to create the personal experience. This includes using a large touch-screen TV so that they can enable customers to mix and match products or simply create custom orders.
That said, we can now check out the top digital marketing trends for 2015 in details.
Sophisticated marketing is going further each day. This means that companies that still struggle to craft targeted email messages to customers will be left behind. Consumers can receive personalized messages from companies explaining who they are, based on their social media history, transaction history and also create the best personalized messages that will point out areas they are most interested in and at the right time.
For instance, companies have the ability to tailor messaging to a consumer’s profile and location. Adobe is one of the tools used to alter the content of digital messages and also discount offers that are based on the profile and the location of the recipient. The good thing is that the message will automatically update itself with the new content after the expiry date.
From Digital Marketing to physical experiences
Creating a personal experience is no longer a digital experience only, it has now become a physical experience as well. A bigger portion of financial transactions are closed in a physical location. What this means is that most retailers now aim at making sure they combine this digital information with the on-site experience after they draw the customers into the store and combining their digital messaging.
Retailers are now redesigning in-store layouts to join the digital and physical. If you so desire, you can mix and match clothes depending on your body type. This is made possible by the big screen in-store. In this case, you can put together the right combination and when you are done, you simply hit a button and the screen tells you where you can pick the outfit. Now the big question is, how can you use technology to send the right message at the right time and create the best experience people are looking for? Today, there are several hotels around the world where you can use your mobile phone not only to check in but also to open the door to your room.
Mobile wallets has made it to the top digital marketing trends for 2015 due to the fact that customers can pay for products, receive offers, membership rewards plus many more benefits on their smartphones through a mobile application.
However, adoption to this trend hasn’t been as fast as expected. Analysts agree that unless the consumers can combine digital payment with other services like getting discounts, this marketing trend will still not be as effective as expected.
But this doesn’t mean that the idea is not ready for market. In fact, there are companies that have already started seeing the initial results from mobile wallet initiatives. For instance the Houston-based Men’s Wearhouse instituted a mobile wallet program. It did this by encouraging customers to save the coupons they got to their mobile wallet programs. The company recorded a 166% increase in redemption of coupons and a 35% increase in the dollar amount of sale. From their Save to Wallet option alone, Men’s Wearhouse is expecting a seven-figure revenue boost.
Companies now gave the best opportunity to learn more about their customers given the customers’ increase use of devices. Companies getting the information they need about demographics and merging it to the information in CRM and ERP systems is efficient since it provides many opportunities to create a stronger relationship with the customers that will last. This relationship is fact based and creates a field where customers are engaged and customer knowledge is at the center.
Content marketing has for years been popular talking point for most businesses. With the way things are, 2015 will be the year that content will finally transform from just being quantity to being quality.
Most companies are now realizing that a successful content strategy should be about how a company can produce first-rate content, not just compiling or rehashing everyone’s insights. Content that doesn’t have what the customers need does little in terms of attracting followers or increasing search rankings. Most businesses have now realized that producing low-quality content is not only time wasting but also damaging in terms of SEO and building trust.
If you are in any business, you can now see that there is potential for growth if you incorporate the above digital marketing trends for 2015. It is now clear that the transformation is so great, the line between traditional and the digital marketing is growing invisible by the day.