There are two Kirana stores in my neighborhood market. Their square footage is almost the same and they both offer similar products. The only differentiating factor between the two is the customer experience they both offer; one is really lousy at it, whereas the other excels at it. Guess which of these stores gets my business? It's obviously the one where I – the customer – feels valued and gets a personalized experience.
There's no question that today's marketers are inundated with data. Despite this, many still struggle to understand the full customer journey – especially all the marketing interactions a consumer may have before they take a conversion-type action like making a purchase, fill out a form or download an app. Getting insights into the end-to-end customer journey is a challenge for a number of reasons, especially because marketers are not always sure about what type of information is most important or how to capture and most effectively analyse what they need. A key thing to remember is that not all data is the same. Different types of facts and figures have different uses, depending on the occasion and a marketer's objective.
When it comes to effective tools for B2B marketers, collecting first-party customer data is at the top of the list. But, just as important as collecting this customer information is making sure the information is up-to-date, accurate, and free of redundancies. Additionally, businesses should not hold a large amount of irrelevant data, as it just takes up space and could lead to data privacy issues. But this can be a harrowing task, and not everyone is up to the challenge. Sky Cassidy, CEO of MountainTop Data, says "maintaining first-party data is often a job better left to the experts."
Much of a professional communicator's work depends on tech that helps companies communicate with their stakeholders, create awareness and drive conversions among consumers, and track the results of their efforts. While every industry is bound to be affected by technology trends that continue to emerge in the new year, those working in the field of professional communications stand to feel the impact of recent technological advances, developments and use cases more than others. The experts of Forbes Communications Council have their fingers on the pulse of the latest movements in comms-related tech, and their insights can help communications and marketing teams make smart choices about which tools and resources to invest in and leverage in 2022. Here, 11 of them offer their best predictions as to which technologies will most impact professional communications in the coming year. Forbes Communications Council members share tech trends that will impact professional communications in 2022.
Bernard May is the CEO of National Positions, a 5-time Inc. 500 company, award-winning marketing agency and Google Premier Partner. Whether you're a startup or an established brand, marketing never stops evolving. There's no time to rest as we continue full steam ahead into another new year. Marketing in 2022 will require listening intently to what customers want and being responsive to their needs as competition grows ever-more fierce. Here are five digital marketing strategies to help you make the most of 2022.