Power Equipment Australasia

XXXX Ways to Diversify your Marketing MARKETING While you should always be strategic and focus on those channels that maximize ROI, having multiple marketing streams can help your business stay nimble enough to survive any sudden changes that might come its way. So of the top five trends to focus on in 2023, in this issue we focus on the third point below – Ways to diversify your Marketing in 2023 and stay ahead. 1. Prioritise investments that boost Customer Value 2. More spending on technologies 3. D iversify spending on new types of marketing 4. Digital marketing continues to increase in importance 5. E mphasis on social responsibility and reputation What consumers want, need, and expect from brands today looks nowhere near what it did five years ago. Digital marketing trends constantly change, forcing businesses to adapt their strategies accordingly. The top ways to diversify your marketing in 2023 are: 1. GREATER FOCUS ON CUSTOMER EXPERIENCE (CX) Engineering a robust customer experience (CX) is about understanding your target customers, where they learn about you, how they make a decision about your products and how they shop. Therefore, diversifying your marketing in this sense is not just about the number of channels you use but also being where your customers are on their shopping journey. Today, they are usually on multiple channels with multiple touchpoints. So if you don’t already have an understanding and strategy around knowing your customer and how they shop, then 2023 is your year to get on top of this. 17% of consumers say they would stop doing business with a company if another company would provide a better customer experience according to MediaTool’s 2022 report. 45% of consumers globally also say they are somewhat likely to stop using a brand if they don’t personalise their customer experience. Businesses compete on multiple fronts – price, quality, speed of delivery – but it’s all about customer experience. Whether offering superior customer support, incorporating personalised recommendations in your marketing campaigns, or delivering timely promotions via email and SMS, omnichannel marketing can help you create personalised experiences that keep customers coming back for more. 2.OMNICHANNEL MARKETING OR INTEGRATED ONLINE-OFFLINE CUSTOMER EXPERIENCE As touched on in the above point, Omnichannel marketing is a holistic strategy that creates an integrated customer experience across all channels and touchpoints whether they are online or offline. It helps brands build stronger relationships with their audiences and drive more sales by engaging customers through multiple channels, from social media to in-store interactions. An integrated online-offline customer experience is essential for businesses looking to stay competitive. 27% of senior marketers believe their omnichannel journeys align, showing room for improvement and innovation. Some critical tactics for delivering an effective omnichannel customer experience include personalising your communication, using data and analytics to target customers with the right message at the right time, and providing consistent messaging across all channels. Another important factor is your sales and marketing to ensure that the customer journey is seamless, regardless of how they interact with your brand. Omnichannel marketing is essential for brands that want to stay competitive in today’s digital landscape. By integrating online and offline channels and consistently delivering high-quality experiences 26 | POWER EQUIPMENT AUSTRALASIA | MARCH - APRIL 2023

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