Lifecycle marketing: Whether or not you focus on the funnel, you need to create awareness among people about your business, followed by generating leads and identifying prospects. At the same time, you can also use it for customer retention. For all this, however, you will have to take a unified digital marketing approach in which communication is going to play a vital role. Your message should be customer-centric; it should be relatable for them. To cover all the areas, you can resort to marketing automation and account-based technologies.

Conversation marketing: Conversational marketing technologies haven’t yet assumed a mainstream status, but they are getting significant attention for driving interactions between brands and customers through the use of personal dialogues. This type of marketing brings in a personal touch. That’s why perhaps it makes more sense to use this method in web, email, and mobile marketing.

MarTech: Also referred to as marketing technology, it stands for the use of software services to help businesses manage their digital media strategies with experiences and data. If you use the right combination of marketing and technology, you can leave your competitors behind. And if you don’t improve your game in this area, your rivals can gain an edge and defeat you.

Insight-driven marketing: Data is a critical factor in business growth and optimization. Hence, marketers tend to focus on analytics and data more. Even surveys also show that those who take a data-centric approach tend to be 23 times more powerful than others when it comes to acquiring customers and nine times more likely to win their loyalty. In this context, having a presence in the customer communities can come to your advantage as you would know their choices and how to deliver them your products and services.

Digital transformation: Integrating digital technology in all the areas of business has to be the goal. Most companies suffer as they don’t take a unified approach to test, optimize, and strategize. As a consequence, even teams operate in isolation. To overcome this challenge this year, you have to build a digital transformation program. You need to combine digital activities with brand and product marketing to have an advantage.

Privacy and KYC: Data leaks from Facebook and Google have revealed the vulnerability of the user data. To put a check on this, privacy rules, such as GDPR, came into effect. As a company, it is your duty too to protect your customer’s information. Some people might say that CIOs and CFOs have to worry about it more than CMOS. But everyone has to work in coherence towards this so that security breaches don’t happen, and customers can relax. In this context, it deserves a mention that traditional methods of know-your-customer, such as the use of cookies, are gradually losing steam. So, it’s better to pay heed to the newer technologies that can take care of the part that cookies used to do.

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