marketing strategy

Once upon a time I needed to write a marketing strategy

  • On : March 8, 2023

Once upon a time, a small business owner named Sarah had a problem. She had been running her business for several years but wasn’t seeing the growth she had hoped for. She had tried different marketing strategies in the past, but they never seemed to work as well as she had anticipated. She knew she needed a better marketing plan, but didn’t know where to start. Read more

Why startups and small businesses need a marketing strategy

Why Startups and Small Businesses Need A Marketing Strategy

  • On : December 9, 2022

It is undoubted that marketing is an essential element of a small business’ success. The problem is that a lot of small business owners don’t know what it takes to make marketing effective for them. They are experts in their field, but they simply lack the time to master the rapidly evolving field of online marketing. Hence, many marketers still do not fully comprehend the value of a marketing strategy. A marketing strategy is basically a blueprint that outlines the methods you’re going to implement to make your customers buy your products and services. It acts as a roadmap that walks through your marketing strategies, tactics, marketing activities, costs, and expected results.

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Does My Small Business Need A Marketing Strategy?

Does My Small Business Need A Marketing Strategy?

  • On : December 5, 2022

There is no denying it, the answer to that is yes! Although this blog focuses on start-ups and small businesses. It is essential to remember that a marketing strategy is an essential component for all businesses’ success regardless of their type, stage, and size. We cannot operate or hope to survive without having a marketing strategy considering the competition we face.

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AI marketing

How to Enhance your Marketing Strategy with AI

  • On : October 4, 2021

The world of technology has come a long way ever since society got its first computer built in the 1900s. Modern technology goes far beyond what we initially thought it would, from computers and dial phones to laptops, smart watches and pocket-sized phones, with the most current and cutting-edge technology being artificial intelligence (AI).

Artificial intelligence is a wide-ranging brand of computer science that’s often built with intelligent machines capable of performing complex tasks that usually require human intelligence. Although this type of technology has been along for many years, it only recently become available to use for various tasks.

When someone mentions AI to you, the first thing that might pop into your mind might be robots, creepy-looking machines, or even the film ‘I am Mother.’ However, AI can do a lot more than you think, and one of those things is marketing.

Marketers use big data and machine learning as AI marketing tools, to boost the success and performance of their marketing campaigns. This directly leads to an increase in sales, profit, and revenue. Big data allows marketers to extract, aggregate, and divide large sets of data via automation, which is done automatically and saves manual time. After marketers are finished gathering and sorting the data, it’s analysed to ensure the best content will reach the desired audience.

Here’s how you can enhance your marketing strategy with AI:

Conduct a Predictive Analytics

One way to enhance your marketing strategy by using AI as a predictive analytic tool. It’s important to remember that the central point of AI marketing is using big data and machine learning tools to obtain information that can be analysed and read against several factors. These various factors can incorporate demographic data and website analytics.

Predictive analytics includes page views, amount of time spent on a page, bounce rate, click-through rate, and more. These metrics used by AI and allow you to make informed decisions about business resources and make future predictions.

Effectively Target and Segment Your Audience

One crucial aspect in marketing that all marketers should know well is to create a personalised digital marketing experience for customers. It’s important to understand how to target the right audience for your content. Marketers can do this by using customer data and machine learning algorithms to identify essential and recurring patterns. For example, demographic information about users based on specific pieces of content produced or how often a group of people does something with your content.

AI and machine learning algorithm can detect that people aged 20-35 are more drawn to social media articles, whereas people aged 50-70 are drawn to articles that relate to business and other interest like golf and bowls. If you begin focusing on content dissemination to a specific audience on a certain platforms such as social media, emails, ads, and so on, you can better reach your target audience and enhance engagement.

AI and machine learning algorithm can also obtain information about when (day and time) your content is accessed the most by users on platforms such as social media. This enables AI machine learning algorithms to obtain accurate and current information to understand the best times of day and to publish marketing collateral and achieve the highest levels of user engagement.

Adopt Chatbots

AI-powered chatbots are another way you can enhance your AI marketing strategy. Chatbots can converse with a human user through text or voice and provide a customer-centric interaction. This enables customers to contact your company during non-working hours, thus increasing your customer reach.

If you want to market your product/service to consumers who live on the other side of the world, AI can overcome time zones different, and ensure all queries and issues are immediately addresses. As a result, consumers can be quickly addressed, therefore enhancing your ability to communicate with consumers.

Overall, it’s clear that AI can be used to advance your marketing capabilities, enhance your marketing strategy, better reach your target audience, improve engagement, and address consumer queries. As technology continues to develop, AI will also continue to be a part of the 21st century and reduce tedious marketing and research-based tasks, while improving marketing results.

If you require a relevant and comprehensive marketing strategy or advice regarding your existing strategy and marketing activities, get in contact with our highly qualified team.

Image source: Shutterstock 1765670678

Unchartered marketing territory: How curious are you to be the first player?

  • On : August 17, 2021

Four years ago, I decided to do something that no-one has ever done before. I didn’t think too much about it and was ridiculously busy at work at that time, but the desire to be an inventor of the future of marketing, just had too much pull.

Experimenting in unchartered marketing territory is something that all marketers should do, but few feel free enough to try. Being curious enough about marketing and its potential, and unafraid to be the first player in the market, takes guts.

I’m no Einstein – that’s for sure. In fact, most of the time I don’t feel that smart at all especially when I’m juggling many things, all at the same time, and nothing seems to work.

But choosing a career like marketing allows for that. It is one of the few industries that really lets you experiment in some shape or form every single day.

There are failures, for sure. I’ve had more than my fair share, I won’t lie. But there are also successes and with both failure and success, you find out what really works for the clients you work on.

Being the founder of Robotic Marketer is an incredible life achievement. Not only do I work with the smartest brains in technology, I am also an active member of the team, driving forward the future of marketing.

What we are doing to marketing strategy, automating every single area of the process, and deep diving into data in a way that no-one has done before, is exhilarating. To think that data driven marketing strategies are the future, rather than rely on marketing professionals gut instinct and a few technology applications will change the game.

As we close the door on 2021, most small businesses will change the way they develop strategy. In part, because the pandemic dictates it, but also because there is an inherent need to be smarter, faster and use failures and successes to define better paths forward.

While we head out on unchartered waters, we know that there are millions of small businesses that will be thankful to have the same opportunities are their larger counterparts. Not only do they have the ability to have a powerful strategy in place, their flexibility to be more creative, will see smaller businesses take greater market share.

 

 

How Covid-19 Has Changed Marketing Forever

How Covid-19 Has Changed Marketing Forever

  • On : August 16, 2021

When Covid-19 first hit in 2020, it impacted many aspects of our lives. Work from home measures were introduced, with lessons and meetings having to be conducted from our living rooms. Nights out were replaced with nights in, and eating out operated on a takeaway-only basis. However, a year on, we can see that the effects of Covid-19 for businesses are a lot deeper-rooted than we first thought. It’s fair to say that Covid-19 has changed the ways that businesses operate, concerning technology and marketing, forever. The new normal is our reality at the moment, and many companies have had to pivot their marketing strategy to accommodate for that. Here are just some of the ways that Covid-19 has changed marketing for the long run.Read more

4 Marketing Trends to Outrank the Competition in 2021

4 Marketing Trends to Outrank the Competition in 2021

  • On : February 17, 2021

Marketing dynamics have changed dramatically in the past year, in the wake of a global pandemic, providing an ever-growing reason to be aggressive in your marketing strategy and find the pockets of opportunity dotted across the new terrain. With a reduction in the size of the global economy and the number of entrants remaining high due to government support, competition within the global economy has never been higher. Thus, providing evermore reason to consider an overhaul on your current marketing strategy. Here are some of the biggest marketing trends to look out for in 2021 and capitalize on the upcoming opportunity.

The Year of the Chatbot

The explosive growth of the eCommerce market has seen the need for online support grow ten-fold. Chatbots’ use has become ever-growingly popular, with companies who use Chatbots saying they saw a 50% growth in sales.

Since an automated system can handle common customer questions and basic tasks, the use of Chatbots can cut costs by up to 30%, allowing companies to produce higher profit margins and maintain a high level of customer satisfaction. Using an automated system allows more questions to be answered within a given time, whilst delegating the more complicated tasks to support professionals. IBM says that superior software development has seen that Chatbots can answer 80% of standard questions. The increasing use of Chatbots sees the enhanced utilization of professionals whilst still speeding up customer response times.

A recent survey by Drift shows that of respondents, 37% of people chose to use a Chatbot to gain an answer in an emergency because the service provided a quicker response time than their human counterparts. It’s becoming clear that people are becoming more time-pressed to get answers to questions, hence diversifying the range of communication tools to increase customer satisfaction.

The Popularity of Short-Video Content

With more people confined to the four walls of their own home, people were looking for new and creative ways to stimulate themselves, to cope with the ‘new normal’. A new trend that became dramatically popular overnight was the use of short video content.

A survey by HubSpot shows that of survey respondents, 80% of video marketers claim that video has “directly increased sales”, indicating that short videos are becoming widely popular. The curation of short videos published across a wide range of media could see the acquiring of customers from different areas beyond the traditional.

Now that videos also show up on Google and other search engines on the results page, this is a great time to incorporate your video marketing content into your SEO optimization program.

For instance, watching the rapid uptake of TikTok has provided invaluable evidence that this trend is increasing amongst the younger generation. TikTok’s global penetration is currently standing at 18% of global internet users. With 32.5% of those aged between 10 and 19, incorporating video content into your marketing campaigns could be crucial if your brand’s target audience sits at a younger demographic.

Statistics show that people’s attention span for irrelevant content is shrinking with the average Facebook video watch time to be 10 seconds. Effectively meaning that if you are looking to gain new customers or get a message across to a disinterested or new audience, doing so in under 10 seconds is your best way to do so.

The curation of Instagram reels supports evidence that short-length video content is viral and is here to stay. Currently, many of the content is individually created and was initially designed to express themselves during the pandemic. Still, the whole market is yet to be capitalized fully by the commercial industry.

Virtual Life is here to stay!

The explosion of Zoom and other virtual event hosting platforms seems like it is here to stay. The new way of connecting with friends, family, and co-workers has tapped into a completely new market, bringing about a whole new level of convenience to those who prefer their ‘at-home’ comfort and convenience.

With virtual events lacking the need for transportation to and from, no lodging and being much more affordable for smaller businesses, the appeal in virtual events has never been higher to both the company and the customer.

A new market has been discovered, and it looks like it’s here to stay. Although it might not tap the same type of audience, 52% of organisations say they see the same or more attendance than expected to see at an in-person counterpart.

By incorporating both in-person and virtual events into your marketing strategy, you are diversifying and expanding your hosted events’ reach.

Shoppable Social Media

If 2020 has taught the world anything, it’s that online shopping is the future; expecting consistent growth over the coming years. The pandemic has seen the rise of shoppable posts where content is posted to social media with a direct link or opening a pop-up window for purchase within the same app. The process of scrolling your social media to purchasing a liked product has never been more straightforward.

This trend has seen the extensive use of social media influencers, who are the main subject of this marketing trend. For instance, the growth of eCommerce has increased by 44.5% year-over-year due to the COVID-19 outbreak.

Popular platforms such as Instagram, Facebook, TikTok and Pinterest all uphold colossal power when capitalizing on influencer marketing and social media marketing. Businesses effectively now can create their entire physical store into a social media account, heightening the convenience to the customer again.

To stay ahead of your competition, creating a digital presence is essential for building customer relationships and adding to the ease of online shopping.

The marketing world will never sit still, especially in such volatility. If there was ever a time to capitalize on the opportunities available, attracting new customers and expanding revenue – then now is a perfect time.

 

Creating the perfect marketing strategy encompassing the latest and upcoming trends can be complex. Robotic Marketer represents the pinnacle of marketing strategy development and can help businesses of any size encompass these new and upcoming trends of 2021 to stay ahead of the crowd.

How Marketers Are Adapting To A New Way Of Thinking

How Marketers Are Adapting To A New Way Of Thinking

  • On : February 8, 2021

In light of the pandemic, it has become nothing but obvious that businesses need to rethink their marketing strategies and digitalize their business. With many businesses shutting down in the last year, marketers are evolving and adopting a new way of thinking.

Businesses require to take immediate action and amend their marketing strategies to survive and thrive in the world. In 2021, businesses must create an online presence for each stakeholder involved in the B2B marketing process.

According to an article by McKinsey businesses now need to:

  • Rethink the state of their business as the new normal changes.
  • Conduct a SWOT analysis.
  • Define competitive advantage based on core competence.
  • Prioritize growth for faster impact.

Following are some of the marketing strategies B2Bs need to adapt in 2021 in order to be successful:

  1. Omnichannel Marketing

Omnichannel marketing is the process where clients have a smooth experience with a business, regardless of the channel or device they use. Customer retention is also impacted by omnichannel marketing. It has been noted that businesses that adopt omnichannel strategies are achieving nearly 91% greater customer retention rates than those who don’t.

Businesses need to be presenting a consistent voice and message across all mediums, including digital channels such as websites and social media.

  1. Artificial Intelligence: Data

AI is no longer the future; it is here already. As data collection and transfer grows, AI has become important to business more than ever. According to Forbes, marketing and sales prioritize AI and machine learning higher than any other department in enterprises today (40%).

With data collection happening in real-time, businesses can make informed decisions to boost the ROI of their marketing strategies and campaigns. With AI in marketing, businesses can gain effective insights into the target audience and improve customer experience and communications.

  1. Content Marketing

With the continuous changes in marketing strategies over time, the importance of content marketing has remained consistent. While the manner in which customers consume content has changed (digital), it is still an effective way to attract new customers and build relationships with the existing clients to deliver value for the business.

Content marketing ensures your audience can consume your content on their preferred channel and device. Adapting to a multi-channel, multi-format approach to content marketing is a successful marketing strategy for B2B marketers.

  1. Understanding Micro-moments

A term created by Google, micro-moments relate to changing behaviors of customers, with their dependence on mobile devices. The act where a person turns to a mobile device with a need to learn, do, discover, watch, or buy something.

In 2021, marketers need to take advantage of these micro-moments to ensure their business can be found easily as the customer searches for information. Making it as easy and as quick for your target audience to find information and convert.

  1. Chatbots

With AI in view, people now prefer to speak with someone online than to talk on the phone with a customer representative. Live chats have become a norm, creating innovative means for customers to interact and gain information.

Chatbots have been proven to improve customer management and implement CTA for businesses, accelerating sales and distribution of the respective product or service.

  1. Predictive Analytics

Rolling back to data analytics, predictive analysis aims to predict the future based on the existing data collection and analysis technique. Predictive analysis allows marketers to utilize past marketing campaign data to evaluate industry trends and customer behaviour in the future. This process is undoubtedly effective and is being used by a number of businesses today.

Robotic Marketer can help your business with Marketing Strategies based on market research, including in-depth analysis of competitors. Our marketing consultants will ensure that you will receive the best robot-possible marketing strategy available in the world today.

go to market strategy

The Best Go-To-Market Strategy Examples

  • On : February 2, 2021

Source: Marketing Eye Australia

Go-to-market strategies that are well thought through, strategic by nature and research-backed have a higher likelihood of success than those that rely on ad hoc marketing tactics or old methodologies. Having a good example of a go-to-market strategy will ensure that you learn from other companies’ successes and failures while endeavoring to develop a go-to-market strategy that is aligned to your product launch goals.

Over the past few weeks, we have been inundated with technology companies seeking to use our marketing services to develop go-to-market strategies that exemplify a successful model that will work in the current economic climate. COVID has played havoc on marketing strategies because buyer habits have changed along with budget restrictions, but for solid product launches, adapting to these changes and ensuring that your go-to-market strategy plan is rock solid, will only help you stand out from the crowd.

COMPANIES ARE NOT CHANGING THEIR GO-TO-MARKET STRATEGIES FAST ENOUGH
The biggest issue is relaxed marketing leads that fail to take into account the effect of COVID on the way companies buy.

Marketing Eye focuses largely on B2B go-to-market strategies for technology companies, and as such, adjusting how we market is more data-driven than ever before. The reality is that if you “do what you’ve always done” your company is less likely to achieve your product launch goals.

GO-TO-MARKET-STRATEGY IS PART OF YOUR OVERALL MARKING PLAN
Unlike a marketing strategy, a go-to-market strategy does not incorporate all areas of marketing. Instead, it is a business tool that marketers use to ensure that technology products (APPs, software, solutions) are launched successfully into the market. It incorporates a comprehensive marketing tactic plan on how the new product or service will reach the end-customer.

The key focus for a go-to-market strategy is a) pricing strategy and b) distribution plan.

Key components of a go-to-market strategy

Target Market: Understanding who your target market is and developing a buyer persona is imperative to achieving a successful product launch. When technology companies launch a new product in the market, it is important that they have a firm understand of who their customer is and what are their key pain points. Focus groups are used regularly as part of this process.

Unique Value Proposition: What makes your product unique and why should your customers buy your product over competitor options? Before you go-to-market it is important to establish this credential.

Key Messaging: What key messages form part of the value proposition, what problems does the technology or service solve, how is your company positioned in the market and what messages resonate with buyers to help them identify why they should buy your product

Pricing: Pricing strategies form part of management, sales and marketing research on what a customer is willing to pay for the product/service that you are offering the market. Having the right pricing strategy will determine whether or not people are willing to pay the price set for your product/service.

Distribution Strategy: Ensure that you have an effective and reliable distribution plan in place for your product.

GO-TO-MARKET STRATEGY EXAMPLES THAT WERE SUCCESSFUL
Apple: While we don’t hear too much about the failures that Apple has with releasing new products to the market, they certainly have been highly successful with iPods, iPhones, iWatch and so on. Some great tips can be found online as to how Apple has successfully navigated product launches without using advertising and avoiding price wars.

Vuclip: This highly successful go-to-market strategy was accelerated by the company focusing on “must-have” mobile streaming in developing countries.

Carry A Book: Taking into account that people would be reading more as the world stayed home over COVID, Carry A Book app focuses on understanding that consumers want to read books and share their thoughts with others. The investment people make in reading a book from front to back is intense and when its over, it’s like losing a friend. What Carry A Book has successfully done is given avid readers a way of staying connected to what they have read

Go-to-market strategies benefit from the simplicity and customer experience. If executed well, a go-to-market strategy will have a higher ROI than being lost with overall marketing strategies focused too heavily on brand.

We use Robotic Marketer technology for go-to-market strategies as it is easy to use but importantly helps marketers understand customers and the market better.

10 Statistics That Will Impact Your Marketing Strategy in 2021

10 Statistics That Will Impact Your Marketing Strategy in 2021

  • On : January 29, 2021

The New Year has brought the opportunity for companies to adapt and refresh their digital marketing strategies. With the turbulence of 2020 now behind us, companies are looking to bolster growth in 2021 and recoup losses made at the beginning of the pandemic.

Reimaging your marketing strategy is a way of investing in the long-term growth of your business. After reflecting on the past year, these statistics surrounding digital strategy will play a critical role in your strategy and contain fantastic insight into growth in the face of uncertain circumstances.

Brands that were seen as purposeful grew 2x faster compared to other brands (Liana Technologies, 2020)

With an increased focus on social and environmental responsibility, brands that have a focus on achieving a greater purpose have been rewarded for their efforts and their vision through faster growth. Over 2021, corporate social responsibility and transparency will further grow in importance to potential customers. It is now more important than ever to clearly communicate your ‘why’ as a business and ensure that your communications and marketing activities are in line with this.

Posts without a video get 92% less traffic compared to posts with at least one video (Liana Technologies, 2020)
Video marketing was a hot topic over 2020 and for a good reason – video content convey rich information about the personality, work and values of your business and are often the first point of reference for potential clients. Whether it be through podcasts, behind-the-scenes snapshots of the office or professionally made videos, visual assets are critical for your marketing strategy. Once live, you can share your content across multiple social media platforms to provide better content to your audience and improve engagement.

68% of marketing professionals believe marketing automation technology will have a positive impact on their work (Liana Technologies, 2020)

With the rise in marketing technology over recent years, it has never been easier to automate certain aspects of your marketing strategy that are particularly mundane. Automation allows you to streamline your marketing activities, saving crucial time for more creative visual content or planning the next campaign. This means that you can optimize time spent on your marketing strategy to get the best possible ROI for your efforts.

79% of consumers felt companies knew too much about them (Liana Technologies, 2020)

Data privacy and storage concerns were seen as important issues in 2020. With the number of cyber-attacks increasing with the almost exponential growth in consumer data, it is no wonder why consumers had concerns surrounding the privacy of the data they share with companies. In order to safeguard your customers’ privacy, ensuring that their data is secure and being transparent about data use are two important steps to take this year.

86% of marketers use blogging as part of their marketing strategy (SEMRush, 2020)

Blogging still has major SEO benefits for companies looking to make their website and services more accessible to the public. Blogs are not only the ideal place to include keywords and commonly searched phrases to answer your customers’ questions but can also improve the credibility of your business. A well-established blog sharing insightful insights on your industry is a fantastic way to become a thought leader in the field and attract more leads in the long term.

On the first page of a Google search result, the first five organic results account for 67% of all clicks (Zero Limit Web, 2019)

SEO should be a critical step in your marketing strategy in 2021. Your target customers are out there searching for your services, so make it easy for them to find you! Once you have established an easy to navigate and comprehensive website, look to how you can optimize the content and copy to include keywords that are being searched. By appearing higher up in search engine results pages, you can be well on your way to achieving higher levels of growth this year and securing more leads.

65% of B2B marketers are creating infographics ( Content Marketing Institute, 2018)

Infographics are shared 3x more than any other visual content on social media according to HubSpot, making them the ideal piece of visual content to have in your social media strategy. Infographics provide the opportunity to share your knowledge about your industry and spread the word about things that you think are important. Ensure that your infographics include key information and strong branding to improve the visibility of your brand amongst those who view and share your content.

On average, social media users spend over 2 hours a day on social media (Global Web Index, 2020)

As social media use continues to grow, so does the saturation of the attention economy. In order to compete with the thousands of businesses that are marketing to potential customers and clients on social media 24/7, a strong social media strategy is critical. By establishing your key points of difference, posting only the best content and actively engaging with your audience, you can grow your business via key social media channels.

Instagram has 84x more engagement than Twitter and 10x more than Facebook (Ignite Visibility, 2018)

If you’re looking to create a community surrounding your brand, Instagram is the perfect platform. With the impressive level of engagement with Instagram content and the variety of content that can be posted including reels, IGTV videos and stories, the marketing possibilities are endless. By tailoring your Instagram posts around your target market and what they prefer to engage with, you can grow your following on this key platform in 2021.

LinkedIn drives more than half of all social traffic to B2B websites and blogs. (Foundation Inc, 2019)

As the premier B2B social media network, having a strong LinkedIn profile is one of the key steps to becoming more reputable in your industry and growing your number of leads. With countless key decision-makers and business owners at your fingertips, a strong LinkedIn presence, consistent branding and high-quality content may be the best move you make this year.

Take advantage of the fresh slate feeling of the new year and the insights from 2021 to create a digital strategy that prioritizes higher engagement and growth.

If you’re looking for help developing your digital strategy, Robotic Marketer can assist through our digital strategy workshops. Contact us today.

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