Constant access to information is tipping the scales in favor of consumers when it comes to commerce. Realizing this, more enterprises are planning for the year of the customer. While preparing for 2013, Silverpop analysts are encouraging marketers to hone their expertise in specific sectors to stay ahead of the competition.
Here are 3 of the tactics that Silverpop recommends marketers consider for next year:
- Data: While big data is mostly associated with big companies, analysts believe smaller marketers can take advantage of the information they have been compiling, often through their social media efforts. As the cost to collect and transform data continues to fall, the challenges will be to use it to develop better and more individualized marketing campaigns.
- Operations: Enterprises will shift some of their marketing budget away from broad messaging and into individualized messaging. They will still need to promote to groups of consumers but they will also have the capability to promote to specific individuals in a group. To accomplish this, marketers will shift more resources to technical systems and personnel and away from traditional marketing.
- Social: With consumers sharing more information than ever before, marketers will be able to use that data in meaningful ways. For example, company websites can show which white papers are most frequently downloaded. When sending out email campaigns, the embedded text may include more social media comments from customers who have purchased specific items that might interest those being targeted by email. Analysts note, “if social is about the conversation, email is about the conversion.”
In these ways and others, marketers have the opportunity to differentiate themselves from their competitors and build relationships with their individual customers.[Source: 6 Key Marketing Trends for 2013. Silverpop.com. 2012. Web. 27 Nov. 2012]