How to Create Marketing Content That Consumers Will Actually Read | Acoustic Digital Experience Blog
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Digital marketing is on the rise.
According to the latest research from The CMO Survey, digital marketing makes up 57.1% of marketing budgets, with spending on digital marketing growing by over 10% in the past year. While this may be good news for MarTech providers, it presents a difficult challenge to brands: as more companies invest in digital marketing, it simultaneously becomes more critical to invest in tactics that will engage your audience, yet also more difficult to stand out.
To cut through the noise, it takes planning, strategy, and technology that makes it possible to execute your vision. This is a steep order for most brands, but it doesn’t have to be. With the right tactics and tech in place, it’s possible to capture consumer attention across digital channels while orchestrating a seamless customer journey that leads to long-term loyalty.
Follow these three steps to move from making noise to adding value for your audience.
Personalization works, and there’s strong data that proves it. Twilio Segment recently released The State of Personalization 2022, a study that found:
If you can reach a consumer at the right time, on their preferred channel, with the content they need, you create a meaningful, individual engagement that feels tailored to the person’s specific interests. Despite the many brands vying for consumers’ online attention, you can cut through the noise by serving them messaging that resonates and adds value in the moment.
When executed well, hyper-personalization can lead to 8x the ROI on marketing spend, and increase sales by 10% or more. But personalization requires a deep understanding of your customer, which you can only achieve with a fortified data strategy that can keep your campaigns fresh and accurate. True hyper-personalization that drives this kind of ROI involves leveraging content that is only relevant to the individual you’re targeting.
In the past, companies required teams of data analysts to build this type of sophisticated personalization, but today, teams of any size can roll out hyper-personalized campaigns with the right MarTech solutions in place.
It’s no secret that the data landscape is evolving. Third-party cookies are reaching end of life, and consumer concerns for privacy have led major brands like Apple to make changes that make it more difficult to track consumer data. In fact, only 40% of consumers trust companies with their data.
With these shifts, first- and zero-party data are becoming even more valuable.
You need to understand who is visiting your properties and where they’re engaging, but you also need to build trust with your audience to encourage them to share additional information that will help you tailor the experience.
Connect your audience’s first-party data with their zero-party data via a CRM or CDP. If you use a customer engagement platform with an open API architecture, these data sources can feed directly into your marketing campaigns, drastically reducing the time from insight to action. With data-driven personalization, you can form closer customer connections that lead to increased customer lifetime value.
Most consumers engage with multiple channels during the average customer journey. They may find your brand on social media then click into your website before signing up for your newsletter or loyalty program. Or perhaps they received a mobile push notification about a sale, prompting them to open your app and make a purchase directly. No matter their path, the consumer journey is no longer linear.
From branding to messaging, consumers want seamless experiences that help them get to their desired result, whether that’s making a purchase or learning more about a particular product or service. That’s why it’s essential to create consistent, personalized experiences across each digital touchpoint – you could cause confusion, leading to cart abandonment, otherwise.
By utilizing a customer engagement platform that enables you to create content once and reuse it across web and mobile properties, your brand can deliver connected customer experiences effectively and efficiently.
Personalized, data-driven, multichannel campaign orchestration sounds complicated – and usually, it is. But with the recent launch of Acoustic Marketing Cloud’s Multichannel Composer, we’re making it easier than ever for brands to realize their vision for connected digital customer experiences.
The no-code composing solution makes it simple, quick, and streamlined to launch campaigns across email, SMS, MMS, WhatsApp, and more without relying on coding or developer teams. With the ability to capture zero-party data through web forms and craft complex content that goes beyond rules-based segmentation, Multichannel Composer makes curated digital experiences possible for consumers.
To learn more about the new Multichannel Composer, connect with our team.
