The marketing landscape has evolved over the years, demanding brands to continually adapt and innovate to stay relevant. Undergoing technological advancements along with changing consumer behaviour, the industry has come a long way from traditional marketing to incorporating the nuances of digital marketing.
In today's rapidly evolving market, leveraging new-age marketing strategies is imperative for brands growth in the digital era. Whether it's a B2B or B2C brand,adopting these innovative approaches is vital for achieving growth and staying ahead of the competition.
Implementing such strategies assists in establishing a robust brand and effective marketing enhances visibility among the target audience and fosters strong connections with them. Amid growing competition, innovative marketing techniques are essential for brands to distinguish themselves in the market. To leverage the benefits of new-age marketing techniques, there are various ways for a brand to gain an edge over the others in the market.
AI-oriented personalised marketing
Looking at the changing consumer behavior pattern frequently, new-age marketing should proactively incorporate personalized marketing to build strong relationships with the target audience. The audience across the various social media platforms showcases different content consumption patterns, due to which the one-size-fits-all approach is unable to achieve the desired result. Tailoring the content according to the preferences of the audience can go a long way in forging a strong relationship with them.
Taking the help of AI can help brands devise effective personalized marketing for the audience. The ability to interpret accumulated data plays a crucial role in understanding the preferences of the customers. At the same time, conducting predictive analytics the advanced technology enables proactive engagement by anticipating customer needs. All the factors together help in customizing content that is relevant to individual interests of the audience.
Rise of video content
In recent years, there has been a sudden surge in the consumption of video content. The trend has been gaining momentum, showing no sign of abating any time soon. Being in demand, the video content is sought across the industry, which is not just limited to B2C segments but is utilized to the fullest even by the B2B segment. Coming with the ability to foster a stronger connection with the audience, video format is making inroads across the segment. Conveying complex information in the most simple and engaging manner, it is gaining a lot of traction by the brands.
Leveraging data analytics to its fullest
Data can be considered a critical aspect of driving business growth in the digital age. By providing valuable information, it gives insight into changing market trends and consumer behaviour, allowing brands to modify their strategies on time. Opening the gateway for targeted digital marketing, data reigns in the new-age marketing world. Therefore, in order to drive an optimal result, it is imperative to manage the data efficiently. For instance, making use of advanced tools like HubSpot, Semrush etc. comes to aid in managing the customer data and, at the same time, is adept at executing targeted campaigns across social media platforms such as Google, LinkedIn, Facebook, to name a few.
Importance of 360° approach
With the upcoming of so many platforms, it is imperative to devise a multi-pronged approach. For a successful campaign, brands should proactively take a 360° approach to enhance visibility across platforms. For example, Google is known to be the best awareness generating platform, but LinkedIn is preferred for more niche applications and a target audience that is better at generating high-quality leads. As a result, just relying on one channel is not sufficient, and the brands should work towards entering the customers’ universe with both digital and physical mediums in a systematic manner.
The article has been authored by Pahwa Group's Bry-Air VP of corporate affairs - Vasudha Jajoo Pahwa.
