The digital transformation shows no signs of slowing with the continued shift in marketing spend from traditional to digital channels growing in the pandemic and post-pandemic era.
According to a McKinsey & Company study, businesses have surprised themselves with the speed and success of their digital initiatives. On average, digital offerings have leapfrogged seven years of progress in a matter of months. This agility in all facets of business, especially marketing, will be key to success.
This shift has accelerated the need for digitally-led strategies which can deliver marketing and brand messaging across both physical and virtual environments. But with customers having been locked in front of screens for more of the time and often de-sensitised to digital marketing, greater thought needs to be given to how we interrupt the customer journey online and re-engage audiences.
‘Understanding your customer’ and combining data and technology so you can deliver the right message, at the right time, in the right place to the right customer has taken on increased importance.
Website owners are now tailoring content to individual visitors so that customers see what is most likely to motivate engagement, action and drive loyalty. Personalised experiences help keep visitors on a website longer by engaging them in smarter ways. However, implementing tailored content is reliant on customer intelligence and clearly defined target groups based on location, device information and historic user behaviour. By obtaining and leveraging this customer knowledge, brands are able to run customer-centric and highly personalised marketing campaigns.
The challenge for landlords and developers is to continue to innovate in how they can promote and ensure customers understand the total experience of our assets, before they even come to the site.
Credit for McKinsey Study: https://www.mckinsey.com/business-functions/strategy-and-corporate-finance/our-insights/how-covid-19-has-pushed-companies-over-the-technology-tipping-point-and-transformed-business-forever#