Whether your business is focused on auditing, apple farming or architecture, it needs to have a digital arm. By now most business leaders accept that “digital” is – or should be – an integral part of the organisation’s approach to its activities.
Data takes the guesswork out of marketing and advertising, and helps us instead to create campaigns that speak to an understanding of who the customer is, where they are, and what their needs and preferences are. When creativity is able to engage customers in an authentic and relevant way, the potential return on investment for the brand is also far higher, which means less (easy to ignore) marketing “fluff” clogging up the consumer’s inbox.
The long and short of personalisation is that every piece of creative should be data-led. It’s an approach that is simpler than it sounds, but ultimately more effective than conceptualising something based on what we think we know and what we think people want. But thanks to the proliferation of data, there’s no need to guess because the information is available. It simply needs to be collected and interpreted.
Jason Liebenberg, Business Unit Director, Hoorah Digital, says that despite the proliferation and increasing ubiquity of channels like instant messaging and social media, email remains a powerful way for brands to reach their audience, and the reasons for this are simpler than one might imagine.
The trends set to shape the digital landscape in the year ahead. Terms like ‘hyper personalisation’ and ‘micro moments’ are more than just trendy buzzwords. Rather, they are important concepts set to disrupt and define digital marketing in 2020 and beyond. A closer look at these and other trends reveal where marketers need to be spending their time, effort and budget in the year ahead.
Once upon a long time ago, a piece of creative would be sent into the world and thumbs were held tightly in the hope that the generalist messaging would resonate with their broader audience. Today, however, as consumers are ever more sophisticated and discerning, they not only expect personalised messaging and communication from brands but are soon frustrated by those that don’t.
When data first became a thing, the receiver’s name in the email was the extent of it (and pretty impressive at that). But as both the technology and the consumer become more sophisticated so too does the need for marketing communication that not only calls you by name, but also speaks to your individual needs, preferences and, if the marketer is really savvy, your whims.
Two-hundred-and-eighty-one-billion. That’s a lot of emails being sent every day by some 4 billion email users around the world. And while many of us feel like we’re on the receiving end of about 1 million a day, at least, email isn’t going anywhere.
According to Hoorah Digital CEO, Shaune Jordaan – understanding which metrics matter to your business is more crucial than ever before. When brands and businesses are monitoring the metrics that align to their commercial goals, it becomes significantly easier to gain traction in the digital space and realise opportunities for growth.
Digital marketing, as an industry, is young, dynamic, fast-moving and filled with opportunities for women. But despite the enormous strides that have been made in terms of female representation in the digital marketing industry, it continues to be dominated by males at the executive level.
It’s an industry in need of female role models, particularly in the form of entrepreneurs.