Marketing strategy

Using data and awareness for a progressive digital marketing strategy


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Marketing teams are under increasing pressure to stand out from their peers at a time when the proliferation of mainstream platforms complicates outreach efforts. With the pace of technology changing rapidly, many digital marketers advocate a more gradual and experimental approach.

This is the view of Karen Naves, vice president of global demand generation for marketing technology specialist Tealium, who said that upon hearing the phrase “progressive digital marketing,” she reflected on how whose world – and consumer preferences – are constantly changing. “Whether it’s a new gadget, a social media platform, or how consumers want to consume information,” she said.

What is a progressive digital marketer

A progressive digital marketer is one who strives to reliably anticipate the needs of his or her customers and is positioned to pivot quickly when new industry trends emerge. They’re also constantly thinking about their go-to-market strategies, emphasizing that their target audience feels the content presented to them is relevant. “Progressive marketers are always thinking about how they create trusted digital customer experiences with their brand and how they take their customers on a journey – and that involves both their messaging and the martech stack that takes. support their digital programs, ”she said.

Find support

Shachar Orren, chief marketing officer and co-founder of EX.CO, an online publishing platform, said building support for an experimental marketing campaign begins with seeking budget support. “It starts with talking to your finance team and understanding how to budget for marketing with room for experimentation and room for error,” she said. “Leave 20% of the budget to try new things, like testing new platforms, messages and ideas proposed by the team. “

According to Orren, the most progressive thing you can do is recognize the fact that you can only plan very far in advance, and always be ready for changes and listen to what is going on around you. “In 2021, the death of the third-party cookie was going to be a big topic, but then Google pushed the deadline back, and all of a sudden it became a low priority, and we had to change our messaging accordingly – be prepared for. it in our state of mind really helped, ”she said.

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The shift to content consumption

Anthony Gallo, product manager at Tenovos, a digital asset management company, said digital marketers need to understand that using the web has gone from basics like the usefulness of websites to the consumption of contents. “We need to be more progressive in the way we think about this digital storytelling content because it contributes more to the customer journey,” he said. “Look at Instagram and TikTok – we see content consumption as the primary use for these devices.”

He championed the use of big data analytics and artificial intelligence (AI) tools as tools for marketing teams to help them recommend the right content at the right time: the key is to collect as much data as possible. “If you only have a little data, you will end up with an AI tool that is not as efficient,” Gallo said. “The more data you can get, the more efficient your algorithm will be at the end of the day, and that means you have to experiment on a large scale.”

Start by finding a problem to solve

Naves’ advice to digital marketers who want to try something new is to first determine the challenge you are trying to solve, because in order to be successful you need to prioritize and focus. “Then you have to understand the industry KPIs,” Naves explained. “Different industries have different environments and contexts, so having a frame of reference is essential when you are developing the baseline metrics and KPIs for your business. Use your agency and software partners for case studies to get new information here. ”

Once you’ve targeted the problem you’re trying to solve and the hypotheses you want to test, you create audience segments to target. This means thinking about how your customer data and marketing technology tools can maximize test support, for example website bots, CDP, or website personalization tools.

“The big takeaway is to understand the problem, figure out what you want to test, understand your data, know your tools and platforms, and get more minds to make the most of testing opportunities. “said Naves.

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Improve your automation strategy

Gallo said automation is another key tool to enable progressive marketing strategies, allowing marketing teams to test hypotheses, try different approaches, and validate their effectiveness. “The testing of these scenarios is not very frequent and the experimentation is not there, because when you think about managing the data of all the data and images, it goes way beyond traditional web pages and applications. “, did he declare. “Automation is the key to all of this work. “

Look outside the box

Naves stressed the importance of tapping into multiple resources to find new inspiration for digital programming, for example by joining a peer group focused on new digital strategies. “Network and follow digital marketers you respect, read books and articles on brand storytelling through digital channels, join associations or sign up for Google Alerts on certain topics,” she said . “Overall, get involved in the digital community, whether virtual or in person.”

Embrace first party data

If digital marketers or marketing managers haven’t started exploring the loss of third-party cookies, Naves said they should start thinking about it and preparing. “If you want to drive trusted customer experiences, you’ll need a first-party data approach going forward to fuel your experimental digital programs as well as report on your attribution and ROAS,” said added Naves. “And make no mistake, all is not abysmal – with proper planning, any business can overcome third-party cookie loss with a first-party data strategy.”

Experiment means fail quickly and learn

Creating a place where experimentation and learning happens means embracing failure, as long as you glean everything you can and apply the lessons learned to your strategy. Regarding her own personal learnings of progressive digital marketing strategies, Naves admitted there were times when she felt like she was going to bring a digital experience out of the park. “It didn’t always happen and it was OK,” Naves said. “As long as your fundamental digital agendas are buzzing, trying new things, whether they are exceptionally successful or epic failure, is okay. You always learn from both and improve your craft.

Orren agreed that there will always be some room for error, but reaching your audience directly and listening to customers and customers is crucial. “Marketers make so many assumptions based on research, articles and data that we can just ask our audience directly and get the data straight from the source,” she said. “There’s no replacement for what first-party data companies are always looking for. It’s there to teach you what content your audience is engaging with.