Why traditional companies need marketing change

Since customers have been traveling digitally, reading product recommendations online, shopping online, and interacting with their favorite brands via social media, marketing has changed dramatically. More and more companies are recognizing this change as an opportunity and understand that modern marketing and the right use of available data brings benefits for both sides – for their customers and their own success. An example of how digital marketing can make established companies even more successful is provided by a brand that could not be more traditional in its previous marketing structure: Tupperware.

The digitization of marketing means that both offline and online activities are incorporated in the communication. We then talk about omnichannel marketing. The opportunities for companies and brands to connect with their target groups have changed in recent years. Both the number and variety of touchpoints have increased. Omnichannel marketing is therefore an essential part of a modern marketing strategy to address customers individually, at the right time, on the right channel and with relevant content.

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Maintain customer relations for intelligent digital marketing

The basis for an omnichannel strategy is data and its intelligent analysis. The example of Tupperware also shows that customer data has been collected for a long time, but often in such a way that it is virtually unusable for intelligent digital marketing. For decades, Tupperware’s distribution model was just as ingenious: offline, direct sales, personal. Word of mouth was the keyword. Who does not know them, the well-known Tupper parties: Women visit at home, show, recommend and sell new products for the household. A few drinks and snacks, you talk – sometimes about personal issues – there are meetings at eye level, among friends.

The customer relationship has always been a focus at Tupperware. But as we all know, the best relationships also want to be cultivated. And this includes regular contact as well as personal address, individual recommendations and personalized attentions on special occasions – for example, for a birthday.

Meanwhile, Tupper parties are cult, but certainly no longer marketing state-of-the-art. Marketing today takes place largely digitally. And the basis for this is data that has to be collected somewhere in digital form. Best in a central location, so that marketers can access and act accordingly and plan campaigns. The aim is then to use this data to better understand the audience and to find answers to questions such as “In which region, at what time of the year and in which age group are which products most popular?”. With these insights and with the help of new technology, companies can target their customers according to their wishes and needs.

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Artificial intelligence supports marketers

In a modern marketing strategy, personalization should not be missing, in order to make communication with customers more targeted and sustainable. Classic one-to-many messages, in the form of unified mailings, advertisements or pop-up windows, are increasingly giving way to individual addressing in mailings and social media campaigns or even individual website content. Customers receive individual, real-time content on each channel and device that meets their personal interests and needs.

Artificial intelligence (AI) today helps to efficiently use data for just such personalized marketing. Thanks to KI, companies can forecast in advance the behavior and actions of their customers and respond individually and in real time – across channels. The result: a stringent customer experience and an individually tailored customer approach with an appropriate, relevant buying incentive.

This could be e-mails with personalized product recommendations or on-site pop-ups on the website with individual discount codes. It is thus possible for companies to accompany their customers through different customer journeys and to understand exactly which products are particularly well received by whom. In the case of Tupperware, this means, for example, that in the future, female consultants can assess in advance exactly which products they should show at a party: They know which products the attendees find appealing, since they may already look for themselves in the online shop have been interested in certain freshness box or the new universal cutter is already known by e-mail thanks to a product recommendation.

By linking KI and omnichannel marketing, the customer is recorded both offline in the store – or in the case of Tupperware at a Tupper party – and online according to his interests with content. This leads to increased customer loyalty and readiness to buy, because customers only receive information about products that are relevant to them.

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AI for optimized marketing

For companies, using AI means saving both time, money and resources. Because time-consuming activities are automatically taken over by the artificial intelligence. It identifies various buyer groups based on a variety of characteristics and analyzes data, which then forms the basis for optimized targeting and individual offers. In addition, the algorithm monitors campaign successes and can adjust the type and amount of incentives used accordingly. The result: Thanks to the relief, marketing managers can once again devote themselves to more creative and strategic tasks and goals. Of course, this also has a positive effect on the content quality of the campaigns.

In the case of Tupperware, the switch to digital marketing is showing significant success. E-mail sales, for example, have grown 5- to 7-fold. And the example also shows that the digitization of marketing does not mean that traditional, classic approaches and values ​​have to be thrown overboard. On the contrary, customer centricity and word of mouth are still an elementary part of Tupperware marketing. But now supported and supported by technology.

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Holger Behnsen, Managing Director of Emarsys DACH, is responsible for the operative business in the DACH region with more than 700 customers. After 5 years in digital marketing, he founded his own e-marketing agency in 2007, before joining Emarsys in 2009.

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