The Covid-19 pandemic has widened the gap between digital haves and have-nots. Businesses that were just beginning to get their digital “act” together now find themselves lagging even more, with marketers’ leaders now further in front after adopting additional and innovative tech, Marketing Automation for B2C brands, initiatives to weather the Covid-19 storm.
It’s a situation that has left many small and medium-sized B2C organizations pondering their next move. A substantial number of consumers have shifted to digital commerce; a few now shop almost exclusively online.
How does a medium-sized organization ravaged by the pandemic keep its operations running and stay connected with customers, clients, and partners? How do they meet the ever-changing needs of the increasingly digital consumer?
It requires a greater investment in digital experiences, pivoting from brick-and-mortar to online sales, and, for those who already had a digital presence, finding ways to respond to the massive increase in digital transactions. For U.S. businesses, this means attending to twice as many customers as a year ago, given online transactions rose 100% over the past year.
Quick-thinking organizations are embracing Marketing Automation for B2C brands as one of the tools to help them close the gap to market leaders.
Marketing automation and personalization, put together, form a potent combination. Though there are many ways you can bring the two together, we’ll recommend just three tips.
First, every marketer has an email campaign. You should consider both personalizing and automating your campaigns. However, this is where it gets a little interesting. Often, email marketers focus on the name during personalization. Be a bit more creative. Use the colors the recipient loves, mention songs they like, and occasionally mention their location.
Secondly, you can leverage automation to improve your timing. Don’t just send emails and other marketing messages whenever you wish. Instead, always refer to the data you collect and use it to send the messages at the best possible time. Finally, you can also automatically personalize your homepage(s) for maximum impact. According to Optimizely.com, homepage automation increases conversion rates by 113%.