The 3 Keys for Marketers to Survive in 2018

Martech Advisor – In the age of Amazon, customer expectations for tailored, personalized experiences and instant gratification — across every industry — are at an all-time high. While daunting, technological advancements in marketing have made it possible to keep pace with this changing landscape. Using data as a guiding light, brands can tell powerful stories and deliver cohesive journeys across channels. How will this play out for marketers in 2018? Read on to find out:

  1. Customers are your best marketing—give them a story to tell

A great storyteller knows his audience, and in marketing, it’s no different . Forrester’s ‘Predictions 2018’ report foresees a faction of forward-thinking brands leaping ahead of the competition by fully embracing customer-obsessed marketing. Long gone are the days of creating a customer experience in a siloed process that takes months of focus groups. Consumer preferences are evolving in real time. Increasingly, customers are doing research online before they purchase a product or service, and they’re more heavily analyzing customer reviews and social media to inform their purchasing decisions.

This means that as retailers look to create engaging customer interactions that leave a lasting impression, the unification of personalization and experimentation will play a key role. According to BRP’s 2017 Digital Commerce Benchmark Survey, 38 percent of retailers indicated that improving personalization is a top goal for digital customer experience. Truthfully though, many brands assume they have successfully achieved personalization when they really have barely scratched the surface. Companies need to combine a range of best practices to ensure they’re personalizing at scale and looking at the digital experience from both a user interface and feature level perspective. There is no silver bullet for how this will be achieved, but, rather, it will take a skillful combination of factors to gather the right data insights and take action to provide the best customer experience possible. The marketers who adopt continued testing and experimentation and collaborate with their technology and eCommerce partners to gauge customer engagement and adopt continuous innovation strategies will be the most successful in driving the right business outcome.

  1. Develop an online-offline strategy or die

Over the last few years, retailers have come to understand that online and offline markets are converging. In 2018, omnichannel retail orders will get smarter to adapt to consumer preferences – for example, retailers are seeing an increase in demand for in-store pickup of online orders, forcing the hand of marketers to bridge the gap between online and offline experiences. In fact, according to a recent BRP Digital Commerce Survey, 90 percent of retailers will offer the ability to buy online and pick up in-store by 2020. Retailers must start to analyze online and offline data together to get a more comprehensive picture of their customers’ shopping journeys  — or risk losing loyal shoppers.

 

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