Mastering Digital Marketing: Best practices from top performers

Mastering Digital Marketing: Best practices from top performers

26 Nis 2023

2 dk okuma süresi

In changing customer behavior and economic challenges, top digital brands continue to excel and set a high standard for others to follow. By analyzing their success, CMOs can identify best practices and develop strategies to improve their brands' digital maturity. Understanding what sets these brands apart and implementing those strategies to remain competitive and relevant in today's digital landscape is essential. By embracing digital transformation and prioritizing customer experience, brands can enhance their online presence and stay ahead of the curve.

Gartner measures the digital marketing performance of brands each year and evaluates their aptitude and maturity compared to their peers. The latest index reveals that only 3% of the 1,402 indexed brands are ranked as "Genius." These top performers set a high standard for other brands to follow regarding digital maturity. By analyzing the strategies of these top performers, other brands can develop roadmaps and leverage best practices to improve their own digital marketing performance.

Masters of timing

The top-performing digital brands stand out by implementing a balanced approach to digital marketing. Rather than relying solely on a fast-paced, ad-driven strategy or a slower, content-focused one, they understand when to utilize both approaches. These brands prioritize speed in their advertising campaigns by identifying and aligning with trending interests before their competitors can.

Top performers also invest in building teams and processes to support short-term and long-term content generation, enabling them to gain visibility on trending topics while establishing long-term credibility. By adopting these strategies, other brands can learn from the top performers and improve their digital maturity.

Customer data acquisition

Organizations prioritizing first-party data capture are more likely to retain customers, and developing smart value exchanges with customers can help capture this data. To do this effectively, it's important to clearly explain how customer data will be used to benefit them and to produce high-value gated content.

Interactive tools such as product visualizers or pricing calculators can also be developed to help customers address common issues and accomplish their goals. Organizations can stay ahead of their peers and retain more customers by prioritizing first-party data capture and using it to improve the customer experience.

Orchestrating customer journeys

Managing customer journeys has become increasingly challenging, and marketers need to focus on the most critical touchpoints along the purchase journey to succeed. According to Gartner, 67% of marketing leaders agree that managing customer journeys is harder than it was a few years ago. To do this, brands should curate journeys that align with audience needs and create moments to help customers complete tasks or provide additional information.

Providing the next steps across various pages and channels can help streamline the customer journey while supporting customer tasks with interactive tools like virtual reality or real-time advisor support can enhance the customer experience. Finally, brands should provide self-serve information to prospects to cater to the increasing number of buyers who prefer a representative-free experience.

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