As we enter 2023, it’s time to look ahead and plan your digital marketing priorities for the rest of the year. With the many platforms and apps, it can take time to understand where your audience spends time online, and customer attention is at an all-time low, so campaign messages must be as concise and relevant as possible. To address these challenges, three key elements should be at the forefront of any successful digital strategy this year: using data to inform your strategy, integrating creators into your programming, and operationalizing a brand advocacy program.
Data and insights are essential for any business looking to take its digital strategy to the next level. Companies must collect and analyze data from all sources - digital, social media and audience analytics. This allows you to develop integrated, cross-channel campaigns that stretch across public relations, social media, email campaigns, events and digital media, ensuring a consistent buyer experience. Technology companies like Audiense and Infegy provide solutions and capabilities to deliver these insights.
The creator economy is now a part of every industry, reshaping how brands think about their digital campaigns, and even B2B and technology brands are prioritizing influencer partnerships. Collaborating with B2B creators effectively reaches new audiences and builds relationships with existing ones, as well as creating more authentic content and thought leadership. Technology companies like Tagger and Onalytica can help marketers identify, engage and manage creators and influencers.
Brand advocacy is an invaluable asset for every business, and customers may comment positively about a company, software, services or executives without being asked. Having satisfied customers speaking positively about your technology will create trust among potential buyers who might not have heard of you before. Technology platforms like Influitive and Birdeye provide marketers with tools and solutions to help operationalize brand advocacy programs.
The future of digital marketing will continue to focus on “smarter” personalization, and as consumers expect brands to know their needs, preferences and interests before asking for them, companies must leverage AI, machine learning and predictive analytics to provide personalized experiences across the buyer’s journey. Social media platforms like Instagram and TikTok will continue to grow for B2B and technology companies, and by focusing on data-informed insights, creator marketing and building brand advocates, businesses can ensure they are well-positioned for long-term success.
Originally reported by Martech: https://martech.org/top-3-priorities-for-your-2023-b2b-marketing-strategy/
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