It’s a crowded world out there, and with brands fighting for consumer attention with the hope of luring them into the purchase funnel, marketing strategies are starting to become a little repetitive. And with the frequent use of batch and blast emails and the inability to identify anonymous visitors hindering the return on advertising spend (ROAS) on brands’ marketing strategies. 2017 will be the year that the industry will begin to change its approach. He shares his predictions for 2017 that could reshape the world of marketing.
A fresh strategy for email
With email marketing at the core of the majority of retailers’ marketing strategies, this channel is still very much alive but current tactics are killing it. 2017 will see a shift in the current attitudes toward email and pave the way for a transformation in email marketing strategies. An email address is the ultimate individual digital identifier, and B2C companies will begin to realise the true value of this as consumers continue to accumulate and engage on more devices (consumers possess, on average, 3.5 connected devices). Companies will adapt strategies to own audience and create channels for direct communications. In order for email to deliver on its full potential, companies will need to rethink their ‘batch and blast’ approach and reconnect with the individual behind the device. By utilising a behavioural email strategy, email will deliver high ROAS and become a more effective revenue channel.
Identifying the anonymous visitor
According to research conducted on behalf of BounceX, UK retailers can, on average, only identify 10.82% of online visitors. So, although targeted and personalised experiences will still be at the top of the agenda for B2C companies, retailers should begin to approach it in a different way. Marketing technology has developed to a point where it is possible to identify a visitor, which allows marketers to take a people-based approach and customise the consumer experience based on their behaviour to drive them towards purchase.
Cross-device identification combined with behavioural profiling will enable marketers to target medium and high intent visitors to deliver incremental revenue and a substantial ROAS and avoid wasted ad spend on consumers who will never have the propensity to purchase.
Humanising the customer experience with behavioural data
Organisations will begin to realise the value of deploying behavioural marketing to further differentiate themselves. Customer experience is still key for many but when they begin to infuse their marketing campaigns with behavioural data, they will be able to truly personalise the online experience based on the consumer’s intent. This will enable brands to target and nurture the individual visitors with the highest propensity to purchase at the precise moment in their buying journey, transforming them into customers.
Brands will begin to take a more holistic approach to their digital properties and move away from a siloed channel approach. Site optimisation will be integrated with email campaigns which will be matched to social media interaction. Through behavioural marketing tactics, brands can capitalise on a more complete view of the consumer as they journey to conversion and in-turn create more relevant communications based on their current state.
By Nick Keating, director EMEA at BounceX
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