4 B2C Marketing Trends You Can’t Ignore

Lindsay Tjepkema
Lindsay Tjepkema , Marketing Director, Americas , Emarsys

Business people discussing graphs in officeToday’s marketing experts are constantly inundated with new channels, tools, and innovations. Staying with, if not ahead, of the curve in this constantly evolving industry is critical for brands that want to succeed in today’s competitive environment. B2C marketers face even more unique challenges, as they are prey to the whim of customer needs and preferences.

To help wade through the noise and clutter, here are 4 of the latest B2C marketing trends experts cannot ignore. 

1. Personalization

Creating and issuing content based on customer preferences, from device, to platform, to personalized product selection, is becoming ever more important to consumers.

Creating detailed customer profiles allows for better knowledge of the customer and prospective audiences, which in turn means marketers can deliver the right message, to the right person, at the right time. Marketers can then work on taking these profiles to the next level with scoring and analytics to create even more refined personalized strategies.

2. Use of Artificial Intelligence

Creating the aforementioned personalized consumer experiences will require more manual labor than marketing teams want to, or are capable of, providing. That’s where artificial intelligence and Machine Learning come in to play. Marketers can use their time to create high-impact campaigns and strategies, leaving data collection and segmentation to AI marketing technology.

With the rising necessity of Big Data collection, advanced AI technologies can gather all of the data necessary to create personalized experiences for customers at each phase of their lifecycle. Digging into that data even further, AI solutions can help create better insights and visibility into interactions and engagement, leading to better and more effective strategies. And those strategies can keep customers coming back.

3. Omnichannel Marketing

Today’s savvy marketers should begin to research, apply, and potentially automate truly omnichannel marketing strategies. Omnichannel is a holistic, multi-channel approach that works to provide the customer with a fully integrated shopping experience. Whether customers start in a brick-and-mortar store or browse on their desktop, but ultimately buy from their mobile device, the experience must be seamless.

Going back to the personalization aspect, providing this sort of experience for a customer means creating a better relationship and familiarity with the brand. That feeling can impact retention rates and brand loyalty. With all of that at stake, and with the introduction of more and more new platforms, the best way to plan for the future of consumer interactions is to rely on a singular platform to execute all of these campaigns.

4. Data-Driven Decision Making

While this may sound familiar to many marketing experts, a major trend in B2C marketing is an intense focus on continuous process improvements and experimentation. To accomplish that, marketers need to combine the data, automation, profiles, and execution to identify the best course of action to take, then easily make the switch to optimize your program and move on to the next refinement. Detailed dashboards allow marketing teams to make these decisions quickly and at a high strategic level.

Final Thoughts

New types of content, and the accompanying technologies to drive that content, will continuously evolve the B2C marketing landscape. In the end, the most impactful new trends will focus on producing engaging, personalized content meant to strengthen customer relationships with brands, and now the tools required to best leverage these trends are available. Combining them into a cohesively integrated, omnichannel approach means marketers will be able to successfully organize and implement high quality, impactful campaigns.

To learn more about how brands are working with Emarsys to scale truly personalized interactions with their customers, watch our 4-minute demo video.

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