3 Marketing Resolutions for 2018
A lighter marketing topic to ease you into your return to your desk and piles of work following the calorific holidays is a wish list of what could be in 2018. You've probably written your personal list of resolutions. Here's your professional one.
Examine the marketing programs and campaigns that are a drag on your time and budget. If you're working throughout the year on optimizing your efforts, you already know which ones should go. Ideally, you're already trimming losers and increasing efforts in winners. This trimming can take place in other areas, too. For instance, you can stop or cut back on marketing to underperforming customer segments, as determined by your analytics.
On Dec. 21 on Inc.com, Rohit Arora — CEO and co-founder of Biz2Credit — provides another example:
Another good practice it to rid the organization of slow moving product. Selling it at reduced prices still generates revenue (and maybe even profit) while freeing up space for new inventory that might create more income. Even if the cost reduction amounts to just a few dollars each day, the number grows during each month and, naturally, over the course of the year.
Get in Shape
Slough off the fat from layers of bureaucracy. Whether these are silos or management slow-downs, they're hindrances in a digital era, says Figaro Digital on Dec. 20.
Polly Allen writes:
Your first goal in 2018 should be to streamline the process of getting campaign approval. Even if your company is huge and your head office is on an entirely different time zone, by 2018 it should move with the times and give fast-tracking to last-minute zeitgeisty campaigns.
Try New Things
Making this next idea work and not be creepy may be the main trick for marketers, but personalization has come such a long way that now email marketers are talking about real-time, targeted emails that are relevant at the “moment of open.”
So imagine a customer opening a message and immediately seeing content relevant to her local weather at that second or what a product could do for her at that exact time of day.
On Dec. 15 in B2C, Kristen Dunleavy — content marketing manager at Movable Ink — writes about this:
Marketers are using contextual emails in many creative ways, including deploying live polls that update in real-time, displaying customer data unique and engaging ways and automatically pulling products or content from a company’s website into messages.
In other words, some options will work for you and your audience and some won't. But taking a chance will keep you relevant and competitive.
What do you think, marketers?
Please respond in the comments section below.
Related story: Revamp Your Email Marketing in 2018