Digital Marketing

How to future-proof your digital marketing strategy

Many organizations are rethinking their tactics due to the rapid advancement of digital marketing trends of technology. Marketers are realizing that they must be active in their preparation to avoid having their campaigns thrown off by unanticipated occurrences. The COVID-19 epidemic was an evident cause for this SEO agency.

In his speech at our MarTech conference, Sav Khetan, Director of Marketing Plan at CDP platform Tealium, remarked, “The pandemic pushed two years’ worth of digital change in the first two months.” “It accelerated eCommerce growth by ten years in the first three months.” But one thing remained constant: consumer behavior was compelled to alter.”   Toni Marino is a branding agency, award-winning design and SEO agency based in Manchester.

Here are some tips from Khetan on how to develop your digital strategy for the future.

Integrate data and technology.

According to a second McKinsey report, successful organizations placed a high value on data and technology: “The best performers – those who outperformed their counterparts by 20% or more in the past year during the epidemic — gambled on data and technology.” They were making better cloud and infrastructure decisions, had a single version of the truth for data across the whole business, and their technological pieces were current, allowing them to be more agile and flexible.”

Brands should prioritize not simply new technology adoption, but also experimentation and adaptability. This can assist in guaranteeing that marketing teams are well-prepared to respond to market shifts.

“Who knows what will happen after this?” Khetan wondered. “However, organizations that are more flexible and adaptable surpass their competitors by a significant margin.”

Implement identification and engagement tactics

“The market is reacting hugely to the loss of third-party cookies,” Khetan added. “They’re always coming up with new IDs.” Different value propositions are offered by these identifiers.”

It is critical to implement new identification technologies to replace third-party cookies, but solutions must always keep the user in mind. Too frequently, marketers have prioritized data collecting over improving the customer experience. Brands that combine the two in their strategy may have a better chance of obtaining actionable client data.

“Once the third-party cookie appeared, and afterward the programmatic and real-time bidding approach appeared, the focus shifted from experience to data collecting and identification,” Khetan explained.

“Over time, money began to flow towards programmatically and real-time bidding and user experience were abruptly neglected for attributing and measurement – that’s what we need to untangle,” he continued.

Make data protection and consent a top priority.

“It’s all about collection,” Khetan explained. “You need to know where you’re getting your privacy and consent choices from, and what you’re going to do with them.”

Marketers will surely lose out during this new digital world if they do not incorporate privacy and permission into their data acquisition tactics. Consumer trust may be increased by adhering to privacy standards, but this is only one piece of the picture. Brands must also give people customized experiences.

“People are treating this data collecting as a check box, and they’ve forgotten about the user experience,” Khetan explained.

Spend money on people and procedures.

“The top-performing organizations that outperformed all of their counterparts spend extensively in their people — in new jobs, new talents, and partnerships,” Khetan added.

“Your teams are being asked to accomplish things they’ve never done before in ways they’ve never done before,” he continued. New skills and people are required to keep up with the flood of new digital trends, privacy legislation, and technology. They will be in charge of the advancement of marketers’ digital strategies

Khetan also underlined the need of engaging with team members: “How can you expect to perform the same things and produce outcomes with these new tactics if all of your strategies have changed?” You must assist your teams in adapting to this new reality.”

Author: Siddhi Chothani

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