Online and offline customer experience

Physical stores with little online presence have struggled more in recent years. For many, the pandemic of 2020 proved to be the closure of many businesses, an unprecedented number in the last six months.

In contrast, many online retailers and digital brands have thrived. A large number of consumers have moved to increasingly move their shopping and daily activities online.

However, a number of consumers still prefer physical stores. But brands must adjust their marketing strategy to take advantage of this increased digitization.

Stores in the future will not only be the place to shop, but also a place where brands can really interact with their customers and enhance their experience. In addition, new technologies will bring more of the shopping experience into the home, enhancing the online shopping experience.

Live video

Nowadays live videos are the most captured by consumers, they can spend up to three times more time watching live videos than pre-recorded videos.

It is a new tool for our customers to learn about our new products. This makes not only the video more engaging, but the audience can be part of it and can influence the content.

AI-based automation

In recent years we have seen a great advancement in technology, especially in artificial intelligence. AI is one of the main technologies behind voice search and intelligent assistants. It also made chatbots possible, which are now appearing on more websites than ever before.

AI technology and automation are helping to take some of the hard work out of marketing so brands can focus on strategy and creating a fantastic customer experience. But make no mistake, the human aspect of marketing is still the most important thing, the idea of using this technology is to enhance your marketing efforts, not to replace the real people behind it.

Voice search

Voice search will continue to be a major influence on the way brands create content and market themselves online. Voice search brings new challenges, but also new opportunities.

Tequila brand Patrón is an example of a company that has seen great success through the use of branding skills. Smart speaker users can ask their digital assistant to "ask Patrón for a cocktail recipe." Not only does this help increase brand awareness and visibility, but it also allows users to purchase the product directly from the recipe results.

Even if your brand isn't ready for smart speaker advertising, it's important that your content is optimized for voice search. Voice searchers use search differently. They use longer, more conversational queries, so slanting your content to address these queries, as well as answering questions directly, can help make you more visible to voice searches.

 Strategic Marketing Transformation

Strategic marketing transformation is the term used to describe the process when a company operating without a strategic marketing plan evolves by changing its fundamental business processes and procedures.

Companies achieve these benefits through a combination of data collection, use of modern technology, building customer relationships and interacting with customers online, publishing quality content, and improving their online presence. All of these things are part of the underlying strategy that influences all departments and employees in the company, not just marketers.

Your strategic marketing plan defines objectives and determines which marketing tactics you will employ to reach your customers, including content marketing, SEO, email marketing, social media, advertising and offline marketing. It then establishes a plan for how each part of the organization will engage in these tactics.

Simply put, marketing strategy is no longer just the responsibility of the chief marketing officer or CMO. Strategic marketing transformation recognizes this and ensures that brand, company reputation, customer relationships and the customer experience as a whole are considered in all business activities.

In conclusion, it's time to start planning your marketing strategy for 2023 if you haven't already done so, making sure you have a clear plan, with goals and how you're going to get there. 

Don't forget the fundamentals of success: understanding your audience's needs and communicating with them clearly and consistently. Find a solid relationship, with a foundation of quality content across all your marketing channels.