Learning lessons from the pandemic, the marketing leaders implemented new techniques for engaging with customers, mostly virtually, in 2021. As most of the techniques are forward-looking, these will hold well in 2022 and even beyond aligning marketers with the changing customer behaviors. Earlier shifts in the markets used to influence the marketing strategies, especially for devising new ways of engaging with customers. But now, the impact of the pandemic has shifted the focus to customer behavior for developing the best marketing strategies that result in loyal and engaged customers. However, there won’t be any radical changes in the marketing strategies from those adopted in 2021. Instead, the evolution that has been taking place since before the pandemic will gain momentum along with some new ideas that have become the new normal.
As new ways of doing things have become the new normal, these will influence customer engagement strategies, and there will be greater stress on influencer marketing. Authenticity, data privacy, and AI will play a bigger role in customer experience.
Authenticity is the last word in developing engaged customers
As online operations have become the mainstay for businesses due to the significantly changing consumer behavior coupled with the effects of the pandemic, authenticity is of utmost importance to customers and clients. Brands must demonstrate authenticity in their thoughts and actions to address the issues faced by customers as they have become much more aware of issues around inclusivity, racism, ethics, and diversity. Brands must now truly walk the talk to keep customers engaged as there is no room for error. There is no room for gimmicks in marketing because the increased awareness of consumers about issues that concern them has made them more sensitive towards what brands deliver instead of blindly believing in what they say. As authenticity gains more importance, brands are increasing their budget to include branded influencer content that consumers consider more trustworthy than paid advertising.
Brands need to do a value-based reality check to test how well the brand’s actions reflect the vision and state values. They must also ensure that their marketing aligns with the brand’s care.
Data privacy and personalization are vital
Marketers need to deal with the challenge of delivering fine-tuned and personalized content to customers keen to enjoy a customized experience when interacting with the brand. Now that third-party cookies are on their way out, marketers must figure out how to continue delivering personalized content demanded by customers. But the lack of cookies is not the only concern of marketers because besides preferring personalized brand interactions, customers are susceptible to data privacy while sharing their data online. Marketers must address this issue effectively while taking other measures to keep customers engaged. Marketers must respect customers’ sentiment while doing their best to provide a highly personalized experience. Marketers need to demonstrate the importance of privacy to find enough reasons to trust the brands.
While collecting data, marketers must make customers feel valued. They must collect data directly from customers through content preference forms, e-mail opt-in campaigns, surveys. Brands can also develop a more trustworthy relationship with customers by collecting first-party data when customers visit the website. Brands, too, will gain from the better quality of data shared by customers directly.
The broader role of AI for enhancing customer experience
Artificial intelligence (AI) is playing a dominant role in customer experience. Every marketer must ensure in 2022 that they are exploiting the AI tools used for marketing to the fullest. The importance of AI in influencing user experience goes up many more times when marketers try to find the answer to how to keep customers engaged. AI plays a critical role in analyzing user behavior to understand their expectations and creating suitable marketing strategies for keeping customers engaged. According to the result from a survey by Deloitte, customers consider ‘knowledgeable customer service’ and ‘timely offers’ as critical factors that influence purchasing decisions.
By using AI, brands can better understand the perfect timing for demos, sales pitches, and offers that lead to Deloitte.
