With the mission of delivering the expected results so that the company gains the trust of the market, marketing directors have been incorporating new technologies and strategies into their arsenal, in order to optimize processes and reduce costs.
Innovation demonstrates the ability to (re)align inflection phone number list points in the sector, according to current demands, to quickly adapt to changes and increase efficiency and customer satisfaction.
Gartner predicts that by 2025, organizations that use AI across the marketing function will shift 75% of production team operations toward more strategic activities.
Within a few years, industry leaders are expected
to see the value of loyalty programs as an effective strategy to reward customers and collect key data to personalize and improve their experiences.
Amazon is one of the companies that uses data-driven marketing the most to stay ahead and attract legions of customers around the world.
By cross-referencing consumer information, the e-commerce our partners to refer new clients giant creates marketing strategies to anticipate potential demand for certain products and prepares them in its distribution centers, reducing delivery time.
To reduce prices and attract new brand followers, Amazon dating data monitors the competition, based on data collection, and manages product demand and availability.
Driving sustainable growth
Despite the effectiveness of data-driven marketing, a recent study showed that only 5% of companies believe they are leveraging data intelligence well in their business. This means that most companies are missing out on opportunities by not making data-driven decisions.
When it comes to managing consumer data to activate a more qualified audience, the study reveals that 43% of companies are still failing to capture consumer patterns and habits through their online sales and communication channels.
Understanding and achieving customer loyalty is becoming an increasingly complex challenge for companies that are content with “spending money to make money.”
Last year, as a marketing manager at CIAL Dun & Bradstreet in Brazil, I had the opportunity to test some hypotheses and validate theses. One of them was that basing initiatives on data boosts sales and optimizes costs.
In just 4 months, demand generation
went from being residual to representing 30% of the company’s total results. The results below show the strategic evolution of the sector:
CPL (cost per lead) less than $100, with 12% of all new leads converting into an opportunity for the sales team.
– Prospecting 5.0, using data to eliminate the “cold call”.
– Organic growth on Instagram: content shown to 80% of non-followers.
– LinkedIn worldwide with more than 60% of followers originating from Brazil.
– Monthly newsletter with more than 18% unique clicks.
Faster, data-driven responses
When I am asked whether the best marketing solution is to build an in-house team or find an agency, my answer is: it depends on your budget, strategy and the result you want to achieve.
With a small team, some freelance professionals to meet specific demands and technological tools that help us with repetitive tasks, I highlight 5 actions that we carry out at CIAL that are worthwhile to start an operation:
1. Demand generation. By creating a marketing funnel and ‘AlwaysOn’ campaigns, i.e. keeping ads always active at all points of contact between the brand and the public, we ensure a monthly number of MQLs (Marketing Qualified Leads) to maintain the sales force.
2. Content marketing. When we start an operation, it is essential to educate the public about concepts, products and market particularities. In addition, sharing knowledge on a given topic demonstrates authority, facilitates entry into communication channels and eliminates objections that may arise when starting digital strategies.
Eliminating noise to amplify impact
While generative AI helps produce web content today, Gartner expects that by 2027, 80% of corporate marketing professionals will need to authenticate content to combat misinformation and false material.
The advancement in the reach and sophistication of misinformation has caused concern among marketing leaders. Just as AI and other technologies contribute to the problem, they can also be part of the solution, especially when complemented by trained teams that listen, engage and amplify brand interests across the digital content ecosystem.
It is important not to forget that, even with all the technological evolution, people want to be treated as people and want to be recognized and have their needs met in a personalized way.
For this reason, I believe that the main function of marketing is to create strategies and resources that position the brand well in the market, with the aim of attracting and retaining that consumer, who is becoming increasingly more demanding in the relationship.