How do marketers at global enterprises create outstanding digital marketing campaigns that reach their target customers and even bring in new ones? It all comes down to having a personalized approach, the right marketing tools, and the appropriate budget – factors that organizations of any size can implement.
Teradata and Econsultancy teamed up to survey more than 400 senior-level marketers at global corporations – some with revenues of more than $3 billion. Based on their responses, here are five steps for creating a successful digital marketing campaign. To read more about the facts and figures cited in each step, download the e-book here.
Step 1: Get Personal
You won’t get far without the right personalization technique. Global corporations know that personalization is a huge factor in attracting customers. A combined 37 percent of enterprises cite personalization as a top priority (32 percent) or the highest priority (5 percent). Only one-third of the surveyed organizations said personalization was either a low priority or no priority at all.
How can you get more personal with your customers? Create personas and segments of your audience, and develop targeted content appropriately. You can also use tools to automate lead nurturing based on a consumer’s interest in previous content. Even something as simple as adding a first name to an email can make a difference.
Step 2: Use Technology to Your Advantage
Global enterprises are using technology to manage data, audiences, content, social media, and email. Many organizations even use a holistic marketing cloud or marketing application management system to manage all their marketing operations. And they’re continuing to spend money on new technology. Of the organizations surveyed, 62 percent plan to buy more software that enables them to improve customer service and satisfaction. Global enterprises know that meeting the challenges of a changing marketing landscape is much easier with the right technology.
What should you look for in marketing technology? Choose a system that can fully (and easily) integrate with your existing system. Make sure your system is private and secure, allows for growth, doesn’t require heavy IT support, and has reputable customer service.
Step 3: Create a Flexible Budget
An outdated, handed-down budget from a previous marketing team member isn’t doing your organization any favors. To keep up, you have to be willing to adjust your budget to the market trends. Enterprise organizations allocate nearly 2.5 percent of their total revenue to digital marketing alone. These organizations are also increasing their digital marketing budget every year, with an average increase of 14 percent. It’s crucial that marketers put dollars into the highest-performing channels, which in most cases are digital.
Set aside time for strategic forecasting that allows you to connect high-level goals, such as more customer-centric marketing campaigns, with a plan to make it happen. This could entail allocating dollars toward customer data management software or personalization automation tools.
Step 4: Choose Your Channels Wisely
In 2014, enterprise organizations spent about 25 percent of their marketing budget on digital channels and 75 percent on traditional channels. By 2019, it’s estimated that digital channel spend will account for nearly 40 percent of overall marketing spend. As digital marketing spend increases, it’s important to put your dollars into the right channels.
Paid media accounts for the largest share of digital marketing spend, at 33 percent. This type of media includes all online advertising through sponsored recommendations, articles, and posts. It generates traffic for owned media and garners public interest. Just behind paid, owned media accounts for 31 percent of spending and includes websites, apps, email lists, and any other internal or external materials that are controlled by the organization itself. Owned media allows the organization to control and manage the customer experience, making it a great way to market to consumers. When planning your digital spend, choose owned and paid channels that allow you to take a customer-centric focus, manage user experience, and plan for future growth.
Step 5: Constantly Look for Ways to Improve
In the world of marketing, you can always be better. You can always do more to reach new customers and connect with existing customers. Enterprise organizations are always evaluating past efforts and looking for new ways to improve their marketing.
One way to improve is to use new technology. When looking to invest in new technology, enterprise organizations identify marketing attribution, marketing clouds, and audience management systems as their three top and most immediate priorities. Forty-eight percent plan to add a marketing attribution system in the next 12 to 24 months, and 46 percent plan to add a marketing cloud or marketing application management system within the same timetable.
What drives technology spend? What are the areas that constantly need improving? The numbers point to one common thread: customer experience. When looking for ways to improve and where to spend more money on technology, 62 percent of enterprise organizations say that improved customer service and customer satisfaction are their main motivators. Fifty-nine percent cite increased customer retention as a driver of new technology spend, and 55 percent want to deliver a better customer experience. One of the best ways to improve your marketing efforts, campaigns and return on investment (ROI) is to focus on improving customer experience – and new technology is a great way to connect with customers.
With these five steps, you can create an enterprise-level digital marketing campaign that reaches customers, uses data and channels wisely, and adapts to new market trends. By using the latest technology to deliver personalized content, you’ll have a way to build a community of brand enthusiasts and increase customer satisfaction.
* Sponsored content in collaboration with Teradata.
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