Marketing Automation


In today’s digital age, the world of marketing is constantly evolving. As technology becomes increasingly sophisticated, businesses are embracing new tools and strategies to stay ahead. 

One such tool is artificial intelligence (AI), which has revolutionised various industries, including digital marketing. 

By harnessing the power of AI in your marketing efforts, you can unlock a plethora of opportunities and take your business to new heights.

Understanding the Concept of Digital Marketing AIUnderstanding the Concept of Digital Marketing AI

Before diving into the benefits and challenges of implementing AI in your digital marketing strategy, it is essential to grasp the basics of artificial intelligence in marketing. 

AI refers to the capability of machines to imitate human intelligence and perform tasks that traditionally require human intelligence, such as problem-solving, decision-making, and language processing. 

In the context of digital marketing, AI algorithms analyse data from various sources, identify patterns, and make predictions to optimise marketing campaigns and improve customer experiences.

The Basics of Artificial Intelligence in Marketing

Artificial intelligence, at its core, relies on machine learning algorithms. These algorithms enable systems to learn from historical data, adapt to changing circumstances, and make intelligent decisions.

 In marketing, AI algorithms analyse vast amounts of data, such as customer demographics, purchase habits, and online behaviour, to identify trends and patterns humans find challenging to detect. 

This data-driven approach allows marketers to segment their target audiences more effectively and personalise their marketing efforts.

Let’s delve deeper into the world of artificial intelligence in marketing. 

The algorithms used in AI systems are designed to process and analyse data in ways that humans cannot. 

They can identify hidden correlations and patterns that might not be apparent to the human eye. This ability to uncover valuable insights from vast amounts of data is a game-changer for marketers.

Imagine a scenario where a company wants to launch a new product and needs to identify the most suitable target audience. 

With traditional marketing methods, this would involve conducting surveys, analysing market research reports, and relying on intuition. 

However, with AI, marketers can leverage machine learning algorithms to analyse vast amounts of data from various sources, including social media, online forums, and customer databases. 

By doing so, they can identify patterns and preferences that would have otherwise gone unnoticed.

Furthermore, AI algorithms can adapt to changing circumstances and make real-time adjustments to marketing campaigns. 

For example, suppose a particular ad is not performing well with a specific audience segment. In that case, AI can quickly identify this and optimise the campaign by adjusting the targeting parameters or changing the creative elements. 

This level of agility and responsiveness is a significant advantage of AI in marketing.

The Role of AI in Digital Marketing

The role of AI in digital marketing is vast and far-reaching. It can automate repetitive tasks such as data analysis, social media scheduling, and email marketing. 

AI-powered chatbots streamline customer service by providing instant responses to queries and offering personalised recommendations. 

Additionally, AI can optimise ad targeting by identifying the most relevant audiences and optimising bids in real-time based on user behaviour. 

AI can even predict customer preferences to deliver personalised content, increasing engagement and conversions.

One area where AI has made a significant impact is in customer service. With the help of AI-powered chatbots, businesses can provide round-the-clock support to their customers. 

These chatbots can handle various queries, from basic information requests to more complex troubleshooting. 

By leveraging natural language processing capabilities, AI chatbots can understand and respond to customer queries conversationally, mimicking human interactions. 

This improves customer satisfaction and frees human resources to focus on more complex tasks.

Another way AI enhances digital marketing is its ability to analyse and interpret vast amounts of data. 

In today’s digital landscape, businesses can access overwhelming customer data. AI algorithms can use this data to identify valuable insights for marketing strategies. 

For example, AI can analyse customer demographics, purchase history, and online behaviour to create detailed customer profiles. This information can personalise marketing messages and deliver targeted content to specific customer segments.

Moreover, AI can play a crucial role in optimising advertising campaigns. 

By analysing user behaviour and preferences, AI algorithms can identify the most relevant audiences for a particular product or service. This allows marketers to focus their advertising efforts on those most likely to convert, improving the overall return on investment. 

Additionally, AI can continuously monitor and adjust ad campaigns in real-time, optimising bids and placements to maximise performance.

In conclusion, AI has revolutionised the field of digital marketing. Its ability to analyse vast amounts of data, automate repetitive tasks, and deliver personalised experiences has transformed how businesses engage with customers. 

As technology advances, AI will undoubtedly play an even more significant role in shaping the future of digital marketing.

The Benefits of Integrating AI into Your Digital Marketing StrategyThe Benefits of Integrating AI into Your Digital Marketing Strategy

Now that you have a solid understanding of the concept and role of AI in marketing let’s explore the numerous benefits it brings to your digital marketing strategy.

But before we dive into the benefits, let’s take a moment to appreciate the incredible technological advancements that have led us to this point. 

The digital landscape has evolved rapidly over the years and with it, the expectations of customers. 

In today’s hyper-connected world, customers expect personalised experiences that cater to their unique needs and preferences. 

This is where AI comes in.

Enhancing Customer Experience with AIEnhancing Customer Experience with AI

In order to meet these ever-increasing expectations, businesses need to leverage AI to enhance the customer experience. 

By analysing vast customer data, AI can deliver tailored content and recommendations that resonate with individual customers. This level of personalisation goes beyond simply addressing customers by their first name in an email

AI can create personalised product recommendations based on a customer’s browsing and purchase history, send targeted emails that align with their interests, and even provide real-time customer support through chatbots that can accurately understand and respond to customer queries.

Imagine a customer visiting an online clothing store and browsing through various items. 

With AI, the store can analyse the customer’s preferences and show them similar items they are likely to be interested in. This saves the customer time and increases the chances of a successful conversion. Furthermore, AI-powered chatbots can provide:

  • Instant customer support.
  • Answering their questions and resolving their issues promptly.
  • Leading to a positive customer experience.

These personalised interactions improve the customer experience and drive customer loyalty. 

Customers who feel understood and valued are more likely to become repeat buyers and advocates for your brand. This, in turn, leads to increased conversions and revenue.

AI and Data-Driven Marketing Decisions

Data is the lifeblood of digital marketing, and AI helps turn this raw information into actionable insights. 

With AI algorithms analysing vast amounts of data, marketers can make data-driven decisions optimising their marketing campaigns.

But what does this mean in practice? Let’s take a closer look.

Imagine you are running a digital advertising campaign for a new line of fitness products. 

By leveraging AI, you can analyse customer data to identify patterns and trends in their behaviour. This allows you to target the right audience with the right message at the right time. 

For example, suppose the data shows that a particular segment of your audience is more likely to engage with video content. 

In that case, you can allocate more resources towards creating compelling videos that resonate with that specific group.

Furthermore, AI can track and analyse marketing metrics in real time, enabling marketers to make adjustments on-the-fly. 

This level of agility is crucial in today’s fast-paced digital landscape. AI can help identify the issue and suggest alternative strategies if a particular marketing channel is not performing as expected. 

This allows marketers to maximise their return on investment and ensure their marketing efforts align with their business goals.

It’s important to note that AI is not meant to replace human marketers. 

Instead, it complements their skills and expertise by automating repetitive tasks and providing valuable insights that humans may need help uncover independently. 

By integrating AI into your digital marketing strategy, you can leverage the power of technology to drive better results and stay ahead of the competition.

Overcoming Challenges in Implementing Digital Marketing AIOvercoming Challenges in Implementing Digital Marketing AI

While the benefits of AI in digital marketing are undeniable, businesses also need to overcome challenges when implementing AI strategies.

Addressing Common Misconceptions About AI in Marketing

One common misconception about AI in marketing is that it will replace human marketers. 

However, the reality is that AI is a tool that complements human capabilities rather than replacing them. 

AI can automate mundane tasks, freeing marketers’ time to focus on creative strategies and building customer relationships. 

It is important to educate stakeholders about the role of AI and showcase its ability to enhance marketing efforts rather than replace them.

Navigating the Ethical Considerations of AI Use

As AI becomes more prevalent in marketing, addressing the ethical considerations associated with its use is crucial. 

AI algorithms rely on historical data to make predictions, and if the data is biased or incomplete, it can perpetuate inequalities and reinforce stereotypes. 

Businesses must ensure their AI systems are trained on diverse and representative data to avoid unintentional discrimination. 

Furthermore, transparent communication with customers about using AI and data collection is vital to building trust and maintaining ethical standards.

Future Trends in Digital Marketing AIFuture Trends in Digital Marketing AI

The world of AI is dynamic, and with each passing day, new advancements bring forth exciting possibilities for digital marketers.

The Rise of AI-Powered Chatbots in Marketing

Chatbots have become ubiquitous in the digital space, and AI is further enhancing their capabilities. 

AI-powered chatbots can hold conversations that mimic human interactions, providing personalised responses and recommendations. 

These chatbots can handle various customer queries, easing the burden on customer service teams and providing round-the-clock support. 

As AI evolves, chatbots will be increasingly important in delivering exceptional customer experiences.

Predictive Analytics and AI: The Future of Marketing

One of the most exciting applications of AI in marketing is predictive analytics. 

By analysing vast amounts of historical data, AI algorithms can accurately predict future trends and customer behaviour. 

This enables marketers to proactively identify opportunities, optimise marketing strategies, and anticipate customer needs. 

With predictive analytics, businesses can tailor their marketing efforts to stay ahead of the competition and drive growth.

Making the Most of Digital Marketing AI

As you embark on your AI-powered marketing journey, following best practices to reap the full benefits and ensure success is essential.

Best Practices for Integrating AI into Your Marketing Strategy

When integrating AI into your marketing strategy, clearly define your objectives and identify the areas of your marketing efforts that could benefit most from AI automation

Invest in robust AI-powered analytics tools that can provide real-time insights and actionable recommendations. 

Also, foster a continuous learning and experimentation culture as AI algorithms evolve alongside your business. 

Regularly reassess your AI strategies and optimise them based on the latest industry trends and customer feedback.

Measuring the Success of Your AI Marketing Initiatives

As with any marketing initiative, measuring the success of your AI-powered campaigns is crucial. 

Set clear KPIs (Key Performance Indicators) that align with your objectives and monitor them regularly. 

Track metrics such as customer engagement, conversion rates, and revenue generated to gauge the impact of AI on your marketing efforts. 

Use A/B testing to experiment with different AI strategies and continuously refine your approach. You can fine-tune your AI marketing initiatives to achieve optimal results by measuring and iterating.

In conclusion, the integration of AI into digital marketing has the potential to revolutionise the way businesses connect with their customers. 

By understanding the basics of AI in marketing, harnessing its benefits, and navigating the challenges, you can unlock the full potential of digital marketing AI. 

With AI-powered technologies shaping the future of marketing, it’s time to embrace and leverage these tools to stay competitive in the ever-evolving digital landscape.

Frequently Asked Questions About AI in Digital Marketing

How Is AI Used in Digital Marketing?

Artificial Intelligence (AI) in digital marketing is used to analyse vast amounts of data, derive actionable insights, personalise user experiences, automate repetitive tasks, and enhance customer interactions. Its applications include chatbots, predictive analytics, content recommendations, and ad targeting.

What is An Example Of Artificial Intelligence in Digital Marketing?

One typical example is chatbots on websites. These AI-powered bots can answer frequently asked questions, guide users, and even assist in purchasing, providing real-time support without human intervention.

Is Artificial Intelligence Part of Digital Marketing?

Yes, Artificial Intelligence is becoming an integral part of digital marketing. It offers sophisticated tools to improve targeting, optimise campaigns in real-time, predict user behaviours, and enhance the overall customer experience.

What is The Best AI Tool For Digital Marketing?

The “best” AI tool depends on specific needs, but popular choices include:

  • Chatbots: Tools like Drift or Intercom for customer service and engagement.
  • Predictive Analytics: Platforms like Albert or Kustomer for understanding and predicting user behaviours.
  • Personalisation: Dynamic Yield or Adobe Target for delivering personalised content and product recommendations.

How is AI Changing The Face Of Digital Marketing?

AI is revolutionising digital marketing in several ways:

  1. Data Analysis: AI can quickly analyse vast amounts of data, uncovering trends and insights humans might miss.
  2. Personalisation: AI allows the creation of personalised content or product recommendations based on individual user behaviour.
  3. Automation: Many routine tasks, from email campaigns to customer interactions, can be automated using AI, allowing for increased efficiency.
  4. Improved User Experience: With tools like chatbots, AI can enhance the user experience by offering instant assistance.
  5. Predictive Analysis: AI can predict which leads will most likely convert, helping marketers optimise their campaigns in real-time.

Did you know that the majority of the digital marketing experts we have featured in this Series came into their careers by accident rather than by design? In fact, most of them tell the story that they were in a different line of work and were either nudged by others or made their own choices to enter a digital marketing role.

Not so with today’s interviewee! 

Mark Ong is the Corporate Marketing Director for Phoenix Contact, and he got there by studying Marketing Communications at school. 

From there, Mark has built himself a strong, successful career in the digital marketing sector, working with companies like Honeywell. 

Join us then, for exciting insights into Mark’s career and achievements in this issue of the Marketing Expert Series!

Hi, Mark! Welcome! Thank you for joining us in our Marketing Expert Series. Let’s kick off with some background, please tell us a bit about yourself. How did you get to where you are now? 

Thank you, it’s a pleasure to be here. I think I am very fortunate because I am working in an area which I studied in school (Marketing Communications). I have been in marketing for more than 17 years and serving in a leadership position for 9 of these years.

I am currently the Corporate Marketing Director for Phoenix Contact and part of the management team. Prior to Phoenix Contact, I was working as the APAC MARCOM Leader for Honeywell, which is a Fortune 100 US Conglomerate.

You’re the Corporate Marketing Director (SEA) of Phoenix Contact. Can you tell us about Phoenix Contact and the solutions the company offers? 

Phoenix Contact is a German company, founded in 1923. This year marks our 100th years anniversary, which is a tremendous milestone for any company to achieve. We manufacture electrical components and connectors for a wide array of industries such as Oil & Gas, Telecommunications, Water & Waste Water, Machine Building, Infrastructure as well as E-Mobility. 

The world has changed in the last few years, with the Pandemic and the shift in the economy, how has Phoenix Contact been impacted by these changes?

Thanks to the wide breadth of products and solutions that we carry (we offer > 100,000 products) for various industries, we were thankfully not heavily impacted by the pandemic. This is because when 1 industry is down, another industry will inevitably pick up. For instance, during the Energy crisis a few years ago (which is one of our main industries), Machine Building picked up and we enjoyed tremendous growth from it. 

How did the developments over the last few years affect your strategies as  Phoenix Contact’s Corporate Marketing Director for Southeast Asia? 

We built up our marketing and technology stack and implemented tools to aid in our digital transformation, making us more agile and harnessing the power of automation to increase the productivity and efficiency of our team. For instance, during the initial stages of COVID when there were no physical events, we switched really quickly to webinars and live streaming.

I also realized that because of the pandemic, the majority of people will be working from home and thus consumption of content will have to change. Therefore, I invested in building up our very own media centre here in Singapore (about 1,500 sqft) where we can produce and edit local content for SEA. 

Tell us about some of the most effective digital strategies that you’ve implemented in recent years. Is there a strategy or campaign you’re most proud of?

We have done many great campaigns over the years, but the one that I am most proud of is our social media strategy shift. Being a B2B company, we used to post photos of our products on social media together with the USP of the product.

However, 2 years ago, I implemented a strategy shift whereby the theme and focus of our social media posts are socially relatable. In other words, we moved away from posting product photos as the highlight, but rather utilize visuals and texts that would easily be understood at a glance even by a non-engineer. 

I subscribe to the belief that even though we are a B2B company, ultimately the people using our products and solutions are humans, so essentially we are marketing as a B2C. 

This paradigm shift in strategy helped us to more than 3X our engagement rate with our customers and increase our followers on social media by more than 20%.

How do you stay up to date with the latest digital marketing technologies and tools?

By being on the ground and keeping yourself updated on the latest news. For instance, I read daily technology websites such as Ars Technica, Fast Company, The Verge etc. and attend marketing events (as either a speaker or as a participant).

This helps me to build up my understanding of the ever-evolving digital landscape. 

In your opinion, what are some of the biggest challenges facing marketers and digital experts in your industry today?

We work with a tremendous amount of big data, but I feel that many marketers are not harnessing this data effectively to drive business decisions. For instance, many marketers would have KPIs such as open rate, CTR, impressions etc. These in my opinion are great to have, but how does it truly advance the business? Therefore, the KPIs that I set for my team are more marketing revenue driven – for instance, the number of MQLs, the value of opportunities generated from these MQLs, the conversion rates etc.

If you think about it, oftentimes, when there is a retrenchment exercise, marketing is often one of the first to go. Why is it? This is because many people view marketing as a cost centre and not a profit centre. 

And in other to be a profit centre, we need to start by adjusting our mindset to be more revenue and results focused. 

Where do you see Industry 4.0 heading in the next five to ten years? Will we get to a point where we’re living in a fully automated and ‘smart’ world?

We already are seeing the effects of Industry 4.0 – whether is it marketing automation, robotization, big data analysis, AI or Machine learning. 

However, right now what is really changing the marketing landscape is AI-driven tools like ChatGPT, which has really radicalized the way we work. In the past, we used to spend hours crafting social media posts but right now, with ChatGPT, a social media post can be crafted automatically in just seconds.

The big question many people ask is, will this make my job redundant? I empathically say no to that, because while ChatGPT can help you to craft your messages, there still needs to have a human element involved to read through and edit and “humanize” the message.

To me, this automated and smart world is not an ‘if’ but is already here. As marketers, we need to evolve and adapt to it. 

Any advice you’d give to aspiring marketers especially those interested in helping advance Industry 4.0? 

I think that the biggest advice I can give to aspiring marketers is to read voraciously, keep an open mind and embrace technology instead of shunning it. 

What keeps you motivated? Do you have a personal motto/saying or something else that drives you forward?

My team is the one that motivates me. I believe in servant leadership and a company is nothing without its employees. Therefore team spirit and strength are crucial. 

With that being said, I firmly believe that a team is like a sports team. We are here to win medals, but not everyone will stay here forever. People come and go, and that is normal. What is important is the time spent together winning. 

Thank you for sharing your experience and insights with us, Mark, it’s been a real pleasure. How can people connect with you if they’d like to know more about you or Phoenix Contact?

Please connect with me on LinkedIn! 

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The world teetered on the brink of a standstill as economic activities ground to a halt. With countries enforcing stay-at-home orders, cities locking down, and travel restrictions in place, the impact of these measures is felt by everyone. 

Every industry underwent a profound transformation in response to the pandemic. The outbreak of the novel coronavirus compelled companies and organisations worldwide to swiftly recalibrate their business models.

In the wake of the pandemic, we’ve come to appreciate the significance of innovation and adaptability. Looking ahead, businesses have the opportunity to glean valuable insights and enhance their preparedness for potential future recessions.

7 Marketing Essentials for Your Business In Times of Uncertainty

1. Prioritise Business Challenges

Many companies slash their budget, cancel projects, and retrench employees to save costs and continue operations during the outbreak.

Like most other companies, your team will likely be inundated with many unprecedented challenges during this period.

But you can’t tackle them all at once. Prioritisation is critical to prevent your team from feeling overwhelmed. Evaluate the aspects of your business within your control and manage them first.

Focus on projects that will drive the best short-term impact. Strategies: take action and then move on to manage tasks less than your control.

Examples of challenges that companies can address first:

5 common business challenges during recession

While you prioritise essential tasks that are manageable now, you should also remember to be far-sighted. Plan and prepare ahead. Identify new business opportunities and work on them.

Also, even if clients withdraw their projects now, it doesn’t mean there won’t be possible collaborations for you in the future. Stay connected with both your existing and potential clients. Offer your help if needed. Building strong customer relationships will pave the way for more business opportunities for you in the future.

2. Reallocate Rather Than Arbitrarily Cancelling Your Budgets

During an economic downturn due to a crisis like a pandemic, advertisers and marketers stop budget spending immediately as one of their first cost-cutting measures.  

However, brands must continue advertising amid times of change and uncertainty.

The key is to focus on where you get the best results. Leverage channels that enable flexibility and be more specific with your marketing efforts, targeting audiences with the highest purchase intent.

The Importance of Maintaining a Strong Brand Presence

John Williams, founder and president of and contributing writer to Entrepreneur, said, “Your brand is your promise to your customer.”

Building and maintaining a brand that consumers recognise and trust is one of the best ways to reduce risk when the economy worsens. That’s why, in each recession cycle, companies with a strong brand presence have come out on top.

Standing by your consumers when they need help is critical regardless of your business size and industry. Maintaining a strong brand presence is required to convey your company’s credibility, value, and experience, especially in times of uncertainty. Regarding marketing and advertising, those with a strong brand presence will hold an enormous competitive advantage.

Companies can consider reallocating budgets from paid advertisements to content marketing. Build on sharing your brand story and convince customers to trust in you. Show your customers that your brand can help even in difficult times.  

For example, our agency recognises the need to pivot our marketing strategies for business continuity. Rather than cancelling our annual networking event (#SPEAKEASYASIA), we have switched it to a series of online webinars.

Doing so allows us to continue informing our customers about the latest market trends, provide marketing tips, and update them with the latest insights that could help them make better decisions for their businesses. By providing marketing tips on various aspects of digital marketing, we aim to help our consumers prepare for the digital era.

Co-Founder of 2Stallions’ Speech for #SPEAKEASYASIA 7th Edition

3. Research Your Customers’ Behaviour

While it’s clear that consumers and businesses are going online amid this outbreak period, consumer behaviour remains unpredictable.

The impact of customer behaviour on marketing strategies has become more pronounced during this pandemic. Panic buying, remote working, and consumers’ re-prioritising purchases contribute to the inconsistent demand for different services. Some research experts even predict that these behaviour changes might remain even post-pandemic.

With a new economic climate, many businesses are still determining how to adapt to these rapidly evolving consumption patterns. The best way to do so is to research and understand your customer base with tools such as Google Analytics or social media audience insights.

As you understand your customers’ search and consumption patterns, identify their new needs and wants. Develop customer personas to help you craft the right message to appeal to the right audience and improve conversions.

Elevate your audience targeting strategy with the audience or customer segmentation to convert groups of consumers with the highest purchase intent. 

A common strategy businesses use is creating dynamic ads and dynamic retargeting ads. This allows companies to reap the greatest return on ad spend by advertising to groups of people with the highest conversion probability.

4. Analyse and Track Your Marketing Efforts Closely

  • A high bounce rate but an extended dwell time on your site could highlight that users are reading your content but aren’t sure about the next step in their journey. Hence, customers are leaving your site without further action. In this case, adding a CTA button or using active voice to provide a clearer CTA would be worth.

Another advantage of digital marketing is that companies can track their progress and revise their strategy whenever needed. This helps businesses save time and money on their campaign to increase the effectiveness of a specific approach or strategy.

Learn more about digital marketing and how a digital marketing agency can help you manage budgets or campaigns.

5. Focus On Consistent Communication

Keep your customers updated.

We can see a shift in how brands communicate during times of crisis. Companies are fundamentally changing their processes and communication, reflecting their evolving relevance in these unprecedented times.

One such change is the shift from physical networking events to online webinars. For example, just in March alone, there was a 330% increase in webinars hosted on ON24. Furthermore, the rise in demand for webinars and remote team calls has also prompted Microsoft, Google and Zoom to offer free video call services.

Email and social media marketing are also communication strategies used to connect and engage with customers. During this period, consistent communication is critical to brand awareness. 

To keep your brand name at the top of people’s minds, you must make your brand known through regular social media or corporate blog updates. Increase the “shareability” of your content to create new customer networks.

Remember to be sensitive in your marketing messages. You must be mindful that this is not a business-as-usual situation. You must tweak your marketing message and tone to cater to the new business climate. 

One way to start is to send your customers monthly newsletters and emails (marketing automation). Before anything else, show care and concern for your customers. Let them see that your brand is sincere about helping.

Support and motivate your employees through this critical period.

Businesses should also remember their employees.. These are the people supporting your business amidst a crisis, and they’re experiencing a tremendous amount of stress and anxiety as they adjust to a new working arrangement.  

As the leader of the company, you have to:

  • Show empathy for your workers, acknowledge new challenges and provide support
  • Keep in touch with your team members regularly, give them words of encouragement to help boost morale
  • Make use of internal newsletters to provide positive news about the company and drive motivation among remote offices

Take your time with task assignments and setting deadlines. Firstly, present yourself as an empathetic leader, recognise new challenges your employees face, and make the necessary work adjustments to help them cope with remote working.

Every phase of transition comes with its own set of challenges and obstacles. During this period, don’t neglect the mental and physical health of your company’s greatest asset.

Tough times don’t last, but tough teams do. 

Stay connected and support each other as a team, and your company will surely overcome any challenges now and in the future. To learn more about how you can boost the morale of your team.

6. Omnichannel Is the Optimal Strategy

Worldwide stay-at-home orders mean many online customers, igniting the rapid move to digital commerce for B2C and B2B merchants. As people remain isolated and the need for essential goods remains high, they turn to online shopping.

Building an omnichannel marketing strategy that places customers as the central focus is essential to address this shift in customer behaviour. That means understanding what your consumers need and meeting where your customers are online across multiple touchpoints.

Companies should move resources to digital marketing strategies and switch to an e-commerce model to keep their business running amid uncertain market situations. Marketers should also use different possible marketing channels like social media, emails and blog articles, among others, to drive consumers to their online stores.

To cope with the online demand, it’s also essential to ensure your website is secure and optimised to provide a seamless shopping experience for your customers. Fostering a pleasant buying experience for consumers will keep them coming back.

This will be beneficial for your businesses in the long run.

Companies with well-defined omnichannel customer experience strategies achieve a 91% higher year-over-year customer retention rate on average compared to organisations without omnichannel programs. As such, leveraging omnichannel will cultivate strong brand awareness and loyalty in the long run.

Learn more about why omnichannel marketing is increasingly important now.

7. Revise and Revisit Your Strategies

Just because one marketing strategy has worked doesn’t mean it’s foolproof. The most valuable lesson this outbreak has taught us is the importance of adaptability.

Refine and evolve.

By now, you already know the importance of collecting data and analysing them for your future marketing plans. Once you’ve pulled the data each month, take the time to look and reflect on the data. Think about what those numbers mean for your company, what it means for your customers and thus your content. Data such as web traffic, source of referrals, and open rates for your EDM are good indicators of the success of your current strategy.

Wrapping Up

In a world shaken by an unexpected and unprecedented pandemic, brands and retailers were thrust into a situation they couldn’t have foreseen. This unexpected disruption has been a wake-up call for businesses, underscoring the critical need for flexibility and adaptability in our rapidly changing landscape.

The pandemic has illuminated a valuable lesson: the importance of running campaigns and strategies that extend beyond the current moment. Companies must shift their focus from short-term fixes to sustainable, long-term solutions. This means embracing change, exploring innovative approaches, and investing in strategies that can weather unforeseen challenges.

Crises, while daunting, also hold the potential for transformation and growth. In such moments, it’s vital to maintain an open mind and exhibit swift responsiveness. Recognising opportunities amidst adversity and being proactive in our actions can turn a moment of crisis into a stepping stone toward greater success.

We invite you to subscribe to our newsletter for the latest insights and tips in the ever-evolving digital marketing realm. Stay informed, stay agile, and thrive in an environment where adaptability is the key to sustained success.

Originally published: 04 August, 2020
Updated: 18 October, 2023

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