Regular audience research can help brands future-proof their marketing strategy

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 15, 2020, 2:42 PM UTC

Businesses must also ensure their historical data is updated according to evolving customer trends.

Marketers should research their target audience at least once in each quarter. Businesses should do a deep dive and evaluate the customers that have signed on and been retained. It can help marketers identify similarities between existing customers and new consumers, then refine their marketing strategy according to the findings.

Businesses should create multiple touchpoints to engage with their prospects at each stage of the buying cycle. They should then create specific content for each step of the sales funnel. Automating marketing operations can improve performance, but adding a human element can help provide truly personalised experiences.

Businesses can also host physical events to foster meaningful customer relationships. According to a Bizzabo study, 95% of marketers believed in-person events provided attendees with a valuable opportunity to forge connections.

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