We live in the era when the marketing is constantly changing with the market and we need to ask ourselves which news will the marketing in the 2014 and 2015 bring?
There are still many marketers that don’t have the strategies for the upcoming years, and that seems to be the most important thing if we want to create effective campaigns. These strategies are the ones that will make our marketing effective in the 2014, but also in the following years. You will get to know the two most important strategies for Successful Email Marketing that will never get old.
1. Create the relevant messages
The more we manage to trigger the customers’ motivation with our message, the more likely is that our customer will take action. It was the rule with the first rented billboard in the 1867, it’s valid right now and it will be the rule for the future.
A relevant message means that we need to understand:
• the history of our customer
• the customer’s profile information – age, culture, country, etc.
• the current needs that our customer has
• the present situation in the world – weather, social movements, popular music, stock prices etc.
To be relevant also means to leverage all the available information in an intelligent way in order to create the presentation of our goods and services to our recipients on a way that could help them in the specific situation they’re in this moment.
It’s not only the modern technology that will make our content more relevant, but it’s also the use of the new channels, tools and a new approach.
You also need to know when to stop in personalization of your messages because you don’t want them to be too personal. Here is an example of a too personal message: “Hello! We saw you in our store in the 1st Ave. You were looking at the skirt size 36 and you didn’t buy it. Would you buy it with a $7 discount?”. This sounds creepy!
As another example, we have two different situations:
Situation 1: Your dear one gives you a present saying: “I thought you’d like this.”
Situation 2: Your dear one gives you a present saying: “I was browsing through a Firefox history and I saw you were searching for this book five different times in the last month. I thought you’d like this.”
So, the product (book) isn’t important, it’s the presentation. In this case, situation 2 is too personal.
2. Reach your customers on the right place
Brownie Wise was working on a marketing of a product in the 1950. It was a product for the housewives. Brownie decided to visit her potential customers in their homes and offer them the product there, instead of just placing it on the shelves in the stores. This strategy resulted in the growth and success of her company Tupperware.
Relevant messages are important, but they aren’t enough. A good marketer needs to know which channels to use in order to leave the biggest influence on the customers. This was the rule in the 1950 and it will be rule in the 2120.
Today it seems like there are so many new potential channels for marketers. Each year there is a new boom like Pinterest, Snapchat or Instagram. We often see the marketers focused on the new channels and throwing so many messages as fast as possible. It doesn’t matter if the channel is new or old, it matters if your customers use it.
When a new channel comes alive, all we hear is that the old ones are dead. But it often isn’t the true. There were stories about the death of email marketing, radio advertising and even about the direct mail.
While there’s more money being spent for the marketing on the new channels, the old ones are still resulting in profit. What’s the reason for using them? Well, some customers still prefer the old ways. And there are companies that still profit the most from their old ways of sale. We don’t have to stop sending catalogs by mail, just because someone said that it’s the old way?
Enjoy in measuring your success in the 2014 and in the predictions for the 2015. But, while you do it, work on sending the relevant messages to your customers and use the channels where you’ll find them!