Markets are always changing and evolving, so why wouldn’t your marketing strategies do the same? Dynamic marketing is a strategy that maximizes customer data to create relevant, personalized, and flexible. There are 5 pillars of the dynamic marketing strategy. They are:
1. Personalization: We’ve stressed the importance of this in every aspect of your business. Customers expect this now. It is the norm. Tailor-made messages guarantee that your audience will be satisfied.
2. Automation: This involves segmented customer data that is interpreted to create personalized messages. Automation makes this process more streamlined by matching the right automation with the right people.
3. Tool prioritization: What tools should you prioritize? Many brands have a different tool for each goal. For example, APIs connect people to key pages and information, and AI learns customers’ preferences in real time. More is not necessarily better here. Think less is more. Choose the right tools for the right jobs.
4. Tracking: Who doesn’t want to know if their efforts are being effective? KPI’s come into play big time here. Set benchmarks and check. Here are some things you should be tracking. Website traffic, clicks, impressions, and lead generation. Once you have established your KPI you can see what is working and what the challenges are. You can use your current success as a starting point here.
5. Streamlining: Make every interaction with customers and your brand count. Quality over quantity and be flexible to adapt the messages of campaigns.
The point of dynamic marketing is to create a flexible strategy. There are some things to keep up with to do so, such as seasonal changes, tech updates, automation upgrades, and customer journeys. The benefits of a dynamic marketing strategy can be considerable. Some of these include performance-enhanced personalization, responsiveness that leads to higher revenue/profits, data-driven personalization, and long-term customer retention relationships. For your dynamic marketing strategy to work your teams must be unified with goals. It can be a deeply involved strategy but once your team gets a good, unified workflow, you will see substantial results.
