Marketing Success: The Techniques that Guarantee Growth in 2020

Marketing strategies are constantly evolving, meaning that marketing professionals have to invest both time and resources to stay abreast of the latest trends, changes and developments in the industry. Amongst the many trends that appeared in 2019, marketing professionals such as Ajab Samrai noticed a particular focus on original research, content marketing for B2B, and a greater level of personalisation. 

Designing and presenting original research has been seen to have a strong impact, becoming a trend amongst marketers in 2020. By providing original research, marketers are able to generate links from reputable websites, as well as achieving a greater number of ‘shares’ on social media platforms, where well-presented and original research is very desirable. 

Content marketing in the B2B sector is another trend for 2020, which focuses on offering the B2B community valuable and relevant educational information, such as informative blogs and high-quality white papers. The increase in popularity of content marketing for B2B builds trust and nurtures leads, so marketers should look to design content that is truly relevant, educational and authoritative. 

Developments in Personalisation for Marketers 

Personalisation is an ever-changing element of the marketing landscape, developing and upgrading constantly. As a result of these fast-paced changes, the majority of marketers could improve their personalisation strategies, moving beyond simply adding the customer’s first name at the top of an email. 

Personalisation should now be applied to all forms of communication, and automation is fast becoming the most effective way to tailor messages and/or content to suit each individual customer. Automation enables the marketer to create ads which adjust dynamically to the customer’s wants and needs, while taking into consideration their habits and preferences. 

Personalisation also includes custom opt-in ads, which change depending on what the individual customer has just read, clicked on or interacted with. By personalising opt-in ads, the marketer is able to create more relevant forms of communication. 

How to Update Previously Published Content 

Personalisation can also be applied to the call to action (CTA), transforming an already important marketing tool into something even more relevant, effective and powerful. To personalise a CTA, marketers should use A/B testing to find the most effective and persuasive design. Marketers can also employ A/B testing when crafting titles for blog posts as a way of finding the most appealing title for the target audience. 

Behavioural segmentation continues to be an incredibly important marketing tool in 2020, which is the process of segmenting an audience into different categories based on behaviour rather than by demographic. Behavioural segmentation might divide audience members based on actions such as first-time purchases, repeat purchases and abandoned carts, enabling marketers to personalise their messages, offers and promotions more effectively.

Why Marketing Is Required at Every Stage of a Business

While the coronavirus pandemic has caused financial upset for many businesses, neglecting your marketing strategy isn’t an option. Investing in marketing has been shown to aid recovery; leveraging your marketing department benefits your business and will bring your customers back. 

 

The ‘business of promoting and selling products and services’ – as defined by Dictionary.com – is the simplest definition of marketing. However, even for those who work in the industry, defining the true meaning of marketing is difficult. It overlaps with sales and marketing, and influences every stage of the business process. From product development to retail distribution, the marketing department is invaluable, as marketers know who customers are and what they want. 

 

An effective marketing department will have an in-depth knowledge of how, when and where customers connect with a business. Surveys, focus groups and studies of online shopping trends all help a marketing team understand the consumers they’re targeting. 

 

Marketing professionals such as Ajab Samrai – formerly of Saatchi & Saatchi – know the marketing department is vital to any business. Marketers are key to harnessing the purchasing power of consumers. 

The marketing department plays an important role in generating leads and increasing sales. The messages it creates both educate and inform potential customers, while persuading them to become paying clients. 

 

Nowadays, there are so many different marketing options available. From video marketing to traditional print, finding the right platform to connect with consumers is crucial. Keeping the target audience in mind and designing campaigns around them will help a business find the right points of contact and ensure their success. 

 

E. Jerome McCarthy’s ‘4 Ps of Marketing’ is one of the industry’s longest standing theories. The ‘4 Ps’ - ‘Product, Price, Place and Promotion’ - are instrumental in understanding how the marketing department should engage with each stage of a business. 

 

The marketing department should be present at each stage of the business process. Utilising its expertise will ensure a business’s recovery and success.