During the engaging “Future trends in digital marketing and e-commerce” panel discussion at our last MeltinLab Summit, experts from Shopify, PDPAOLA, and CM.com shared their vision and ideas on what to expect in 2022 and what brands should be mindful of.
Watch the full video on our Youtube channel.
Have a powerful brand DNA that will bring trust into your business
Defining your value proposition, carving your brand image, identifying what your product solves, how you want to be remembered, and what your brand stands for are the vital ingredients for any powerful brand DNA.
With the help of your brand image, you can make your brand visible and flourish your digital presence, differentiate yourself, be authentic and meaningful to your audience, and persuade your clients to purchase your products and services.
Your reputation is your company’s most valuable asset, which can be achieved by making people talk about your brand and maximizing organic reach.
However, trust is quite a challenge with the new generation of customers and visitors. How should a brand act to meet the expectations and satisfy the needs of Gen Z?
As Michiel from CM.com mentioned during the panel discussion, 2020 was crucial because Gen Z is now in the majority and these young people have completely different behavior and expectations. They want quick, personal approaches and the creation of meaningful relationships on each step of their user journey.
Social media strategy is vital
According to Joachim Antonsen from Shopify, the new generation is buying more online; 70% of Gen Z shoppers spend more time than they used to a year ago, and 50% discover brands through social media. Consequently, brands should adapt to this new reality and work on comprehensive approaches towards targeting these audiences in social media.
Social media helps brands to connect with their audience, be more relevant, and turn new customers into loyal customers.
Focus on loyalty
It is cheaper for your brand to work on retaining existing customers than focusing on acquiring new ones.
Humbert Mateu, CEO at PDPAOLA Jewelry, uses the analogy between spending money on ads and pouring water in a jar. If it has holes, the water will be just leaking. Suppose your customer journey and user experience, as well as your products, aren’t astounding and satisfactory to your clients, and you keep flooding money into ads. In that case, you are simply going to become a money-burning machine.
Your success depends on how happy your customers are. Create a great customer experience so you don’t flush your budget on acquisitions that do not lead to retention.
Find a perfect product match, spice it up with human emotion and human touch and wrap it up to reduce customer efforts and pain points. Voilà! You are already ahead of the game in the thorny path of gaining loyalty.
Consolidate brand’s DNA, social media, and loyalty with innovation
AI and centralizing your customer data in digital marketing is highly essential. The future of marketing lies in customer intelligence. One thing is to have a data warehouse, but the most important is to know how and where to use it for the sake of your success. Come up with use cases for data and focus on synchronizing it across different channels and touchpoints. Ensure all divisions of your team have access to it and utilize it to build more personalized relations with a customer.
Chase a holistic view of your customers, pay attention not only to a customer’s journey on your website but deep dive into what they are browsing, what are their tastes, what are their adorations and pains.
Incorporate innovative tools like Spitche into your marketing strategy that will help you to retain your customers, bring loyalty and engagement.
What mistakes are brands making, and how to avoid them?
First and foremost is you need to know your numbers and your margins to scale up a brand. If you do not understand these numbers, you don’t know how much you can spend on acquisition and retention.
The second mistake is not putting your customers first. Don’t be among the companies that spend too much time on their products while forgetting about the satisfaction of your customers.
The third one is not diversifying your acquisition channels. Think initially on how to approach customers and rather than focusing on one track, concentrate on many, test them and decide which works the best.
And last but not least, don’t be boring. Don’t offer the same proposition as your competitors in approaching your brand vision, don’t copy others but be creative. Always stay authentic, and by embracing uniqueness, you can suddenly find a blue ocean.
Watch the full video on our Youtube channel.