You can find articles upon articles discussing the Marketing Trends for 2022 and I encourage you to read one or two. In doing so, you will discover that everyone from Forbes to Deloitte believes that Personalization is no longer a nice to have but a need to have when looking forward to the new year. The personalization experience isn’t just for consumers – our clients are craving that experience from us as well. There are a variety of options for their advertising dollars and that is why we need to focus on the experience and creating a partnership with our clients.
Remember when seeing your name in an email subject line seemed revolutionary? Today, customers are looking for tailored experiences that keep them engaged. This requires a much more strategic approach. Consumers have more and more channels to consume marketing content. From videos, online articles, podcasts and more; there are several different ways for our clients to communicate with their customers and engage them with their message. From a sales standpoint, we need to help our clients spend some time understanding what channels their customers are using so we can develop a strategy that utilizes those channels. This will give your clients the opportunity to personalize their message to specific audience groups and connect in a way that is most appealing to their clients.
Become a Better Storyteller
Consumers don’t want to hear how fabulous a product or service is. They want to hear a story about the time it helped to solve a specific problem. Many businesses still use flowery words to describe their products but neglect to include the real life advantages. Did productivity increase? Does the product help achieve a specific goal? Did your product increase your customers’ fitness level? Talk about those achievements in their creative, whether it’s a radio spot or digital ad.
Think Outside the Box
As marketers, we should be continuously exploring and thinking outside the box for our customers. Consumer habits have changed due to the pandemic and their competition has increased/improved their strategy. We should be looking at our customers’ approach and evaluating if their current strategy is still delivering the desired results. What worked 2 years ago may not work today. It is up to us to always think and plan for our clients’ success.
Throughout the pandemic, our clients have had to pivot to adapt to the changing needs of their customers. They have had to face new, unforeseen obstacles. What we can take away from the pandemic is that the traditional buyer-seller relationship doesn’t cut it anymore. It is the companies that truly become partners with their clients and work diligently to solve customer problems that will come out on top.