May 14, 2019
Digital marketing transformation
Your customers’ needs change over time, we all know that. But did you know that they’re changing at an alarmingly rapid rate, almost as fast as the technology they’re currently using? And as technology becomes smarter at understanding customers’ individual preferences, it shouldn’t come as a surprise that your customers are demanding the same from brands as they are of people.
Google recently conducted a study to gain a better understanding of customer expectations in a digital context. Titled “Great Expectations,” the study identified common patterns of behavior amongst millennial customers. When browsing the Internet or their favorite social media platforms, 41% of millennial customers expect content to be specifically tailored to them and more than half (51%) will expect online experiences to reflect their interests. Alarmingly, almost a third of these customers will actually click or swipe away from content that fails to meet those two expectations.
What can marketers do? The best way to avoid this scenario is to continually deliver best-in-class data-driven marketing campaigns that will meet your customer’s needs at scale. This whole process is called digital marketing transformation.
What does digital marketing transformation involve?
Digital marketing transformation won’t be a short-term project. It will comprise a complete overhaul in how your business will approach its long-term marketing strategy; it will also involve working out how to seamlessly connect the dots between creative and data, and determining the best way to measure campaign performance. But for digital marketing transformation to be successful, businesses must be willing to commit to it from the top down.
What are the benefits of digital marketing transformation?
Only 2% of brands are considered best-in-class when it comes to digital marketing transformation (Think With Google). However, these businesses are reaping tremendous benefits such as a 20% increase in revenue and cost savings of up to 30% as a result. These businesses understand that when it comes to customer expectations, the only certainty is change — and the better equipped they are to deal with change, the stronger they perform.
How can my business get started?
Now that you know that your customers are expecting more personalized experiences from your brand, the next step involves leveraging the power of data to shape your marketing. Essentially, you want a tool that can help you avoid wasting time manually downloading raw data and manipulating it yourself. There are many tools available that can help you with this, including Autopilot’s very own Smart Dashboard where you can easily view and customize valuable insights on all your customer journeys and emails in one place.
You can also try Heap, a tool that automatically captures every user interaction including clicks, form submissions, and page views to provide instant insights on how your customers are behaving. An Autopilot-Heap integration is available, allowing you to add users to Autopilot journeys when they perform an event you’re tracking on Heap. Journeys can be as simple as notifying someone on your team via Slack when an event occurs in Heap (see below) or expanded to include other actions such as adding a user to a lead nurturing email campaign.
Another excellent tool you can use is Google’s new optimization score tool, available via the recommendations page in your Google Ads account. Tailored to each campaign, Google’s optimization score tool uses statistical models and machine learning to let you know whether a particular campaign is taking advantage of the latest digital marketing techniques. Your score will between 0% to 100%; a high score means that your ads are on track for success. A lower score tells you that there’s room for improvement — and this tool will provide real-time customized recommendations for your campaign as well as the estimated impact you’re likely to receive.
With the help of the right tools, you’ll no longer have to interrogate data for insights continually. Better still, you’ll be in a far stronger position to transform your digital marketing.
It’s a long-term process
Digital marketing transformation is like training for a marathon. The hardest part is building up the motivation to get yourself started. Once you’re up and running (literally) and have developed a solid training plan, you’ll discover that it gets easier every week. The same principle applies to digital marketing transformation; once you become more familiar with (and start using) tools that will help you leverage data, the benefits will be apparent.