How to craft a successful marketing strategy

It is indeed undeniable that consumer preferences and demands are changing, as are the dynamics of the industry. For this reason, their purchasing behavior is also changing. By purchasing on the desired platform, customers leave a trail of data that can be stitched together by businesses to generate valuable insights. These statistics provide knowledge about customer behavior patterns that can be leveraged to create marketing strategies.

Due to advancements in technology and transparency, reviewing data helps measure the performance of the implied strategy. Data analysis acts as a key parameter to describe the results while targeting the intended audience. Additionally, businesses can capture, study, analyze, and strategize with customer data to maintain an edge in the competitive market.

However, due to rapidly changing consumer behaviors, businesses need to keep up to date with the latest marketing trends. Collectively, everything that worked some time ago will not necessarily work in the years to come. Therefore, to create a successful strategy, marketers need to update themselves with upcoming trends.

Designing marketing strategies for success

The first step to start designing the marketing strategy is to understand the business objectives. Manufacturers need to integrate business objectives with marketing objectives to have a working understanding of the target market, brand and product. The plan should include specific methods for entering the market and different ways of approaching customers. The next step is to engage in extensive market research. This course is necessary to obtain relevant information to write accurate customer profiles and predict market behavior.

Maintaining competitor data is a necessary step when developing a marketing strategy. A company must be well-versed in competitors’ products, supply chain, tactics and pricing to stay ahead of the game. In other words, the procedures must be measurable, reliable and therefore predictable. Examining the end goals facilitates the accuracy of the implicit strategy and the derivation of necessary changes, if any. A value proposition is another parameter that defines the positioning of the brand in the market. Ultimately, this can be a USP for businesses if the product/brand is properly defined, targeted, and delivered.

The results of marketing strategies can differ depending on how they are applied in the first place. Spending a lot of budget without any conversion can be a grim situation for businesses. To solve this problem, the concept of performance marketing comes into play, which is a customer-oriented marketing strategy.

Performance Marketing: Strategies for Better Conversions

To get the most out of performance marketing campaigns, it’s important to understand whether or not they circle key marketing KPIs. Business ROI is measured against these predefined KPIs (cost per click, cost per acquisition, lifetime value, etc.). As in the process, advertising agencies can decide to pay only for specific actions performed by clients. This is a cost-effective strategy compared to traditional strategies where businesses paid in full regardless of conversion results. To propel the performance marketing process, these strategies can come in handy.

Creating informative landing pages

Landing pages are where the prospect turns into a buyer. Therefore, CPC and CPM factors depend on how the consumer interacts with the landing page. To improvise the user experience, web developers must work closely with the marketing team to ensure the successful deployment of information. A regular site audit can also be part of the strategy with continuous updating of relevant content. The success of this strategy depends on the customer’s ability to connect with the product and the company.

Multichannel Brand/Product Placement

To deploy this strategy, the objective of the brand campaign must be clear. The goal is to create brand/product presence on multiple platforms. Businesses need to reduce overreliance on one platform and instead distribute content across different platforms equally. Presence can be through organic or paid methods with personalized ads. To meticulously interact with the audience, strategists can create trending content. After deploying this strategy, it is necessary to measure the effectiveness of the online brand positioning because its success depends on the data acquired.

Mobile friendliness as a strategy

The shopping experience took on a new shape as consumers moved from desktop computers to mobile devices. According to Statista’s report, more than 50% of web traffic comes from mobile browsing and it’s growing. Therefore, your performance marketing strategy should include creating mobile-friendly websites with smooth navigation, vertical scrolling, and an eye-catching user interface.

Formulate in terms of data

Data is the foundation of performance marketing strategy. Thanks to the convenient accessibility of user data, companies can analyze the results of their deployed strategy. With insights into page rank, number of visitors, conversion rates, and sales data, strategists can gain insight into brand/product performance. Using data as the basis of the procedure takes advantage of the accurate forecasting of results and also helps companies maintain a cost history.

Use artificial intelligence

With digital disruption at its peak, new era technologies are also making their way into performance marketing. AI algorithms specifically ensure successful delivery of content to the targeted audience. Businesses can use the latest technologies to create AI-powered strategies for user engagement. The strategy may include deploying AI ads and AI content to provide users with a rich personalized experience. AI-powered content uses acquired data and presents a write-up (email or notification) to persuade the user to purchase a product or service.

ML, for example, can be a major tool for optimizing content and design with recognized target consumers.

Last takeaway

Performance marketing strategies are easy to follow, have lower levels of risk, lower costs and help generate a better return on investment. However, tests are also needed to compare predicted results with actual results. By doing so, companies can fill gaps and adjust strategies with appropriate methods. With these practices, advertising becomes more transparent and effective. New era technologies such as AI and ML are also connecting consumers to brands through personalized content. As marketing trends continue to rapidly evolve, performance marketing acts as a flexible blueprint for various situations and becomes a necessity for businesses with a strong online presence.


(The author is COO, ET Medialabs)

William L. Hart