Many marketers are searching for the elusive “next big thing” that will make or break their interactive marketing programs for the coming year. But those looking for a silver bullet or a single game-changing tactic are likely to be out of luck. You’ll need a multipronged approach to implement a successful interactive marketing program throughout the entire year. Before you lock down your budget and set your goals for 2011, take a look at the most critical marketing resolutions to make—and keep—in 2011.
1) Make data the foundation of marketing. This past year, you’ve likely heard a lot of industry buzz around becoming more relevant. Customer data are at the heart of relevancy in today’s real-time Web.
But let’s be clear: This concept isn’t new. Simply put, many marketers are missing opportunities to engage with customers because their information and processes have become outdated before the customer engagement metrics are aggregated and sorted. Making a change to the way you use clickthrough rates, online browsing history, shopping cart abandonment, previous purchase history, and other customer information starts with an assessment. Understanding what tools you have before you take action will pay off in the long run.
2) Use mobile to connect with customers. As consumers become more and more available regardless of their location, it’s easy to see that we’ve become a “now generation.” In fact, nearly 30% of Americans now own smartphones, according to the Nielson Co., and 43% of all U.S. adult cell phone users have mobile apps, according to a recent report from the Pew Research Center. And the rates will only continue to rise.
What does this mean for marketers? One of the best ways to reach your subscribers now (and at any other point) is through their mobile phone. You must incorporate mobile into your interactive marketing. Not only should you resolve to use mobile to connect with your customers, but in general you should talk to your consumers through the channels they’re using. In 2011 it’s no longer a choice.
3) Market to customers like individuals. Not only should you honor your subscribers’ unique preferences, but your marketing messages should provide more impact and value, rather than the standard “one size fits all” communication. Listening to subscribers via social media and setting up preference centers that allow customers to identify their personal interests, preferred channels, and appropriate messaging frequency and content is applicable to their lives is essential. Let your subscribers tell you about themselves and create trust by honoring those preferences.
4) Make social media a real part of the marketing mix. Conversations about your brand are happening whether you’re participating in them or not. In 2011 it’s up to you as a marketer to either contribute to the conversation about your brand or simply let it be dictated it for you. Customers today have megaphones to speak about your company through interactive tools such as Facebook, Twitter, and other social media outlets. Marketers must respond to those conversations and provide the value of your brand by engaging with customers.
This isn’t the responsibility of one person or one department. Engaging with customers should be an organizational effort. Socializing your organization and empowering multiple employees across customer service, marketing, public relations, and even sales to interact with customers will actually amplify the voices of the online customer conversations. The result is a more relevant and meaningful brand experience.
5) Use automation to save time and to better meet customers’ needs. With automation, routine tasks, segmentation, and messaging programs become easier, allowing you to focus on more strategic projects. Automating birthday email campaigns and recurring newsletters are simple ways to free up time and energy.
In 2011 automation can’t just stop there. With the onset of the real-time Web and consumers’ expectations regarding near-instant gratification, it’s critical that subscriber preferences and new customer data become integrated into each and every communication you send. Bring in social data, web analytics, customer ratings and reviews—richer data will help you better serve your subscribers with more relevant messaging.
Each new year offers a blank slate and a new outlook to start the year off right. And while you may not stay as organized as you’d like or as in shape as you had hoped by midyear, making resolutions to improve your interactive marketing program can be well worth the investment.
Jeff Rohrs is principal, marketing research and education, at ExactTarget.
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