Expanding research opportunities can help brands develop scientific marketing strategies

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 19, 2020, 2:02 PM UTC

Despite uncertainties caused by the pandemic, businesses need to revamp marketing strategies to prepare for the future.

Marketers should use both internal and external data pulled through artificial intelligence and online conversations to fuel a brand’s scientific approach to marketing strategies. AI-based crisis modelling and predictive analytics use real-time data modelling with internal data points like conversion rates along with publicly available data to create actionable predictive insights.

Businesses can use social listening tools to gauge consumer interaction, understand their interests and analyse detailed consumer insights. It can help marketers provide informational updates and specific promotions according to consumer’s geographical locations and sentiments.

Combining all data points, including anonymous first-party web engagement data and third-party intent data, can help further improve personalisation. But, they should test different strategies to find the most appropriate one aligned with their business goals and objectives.

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