This month we are exploring the marketing trends of 2022 and how businesses can exploit them as part of a successful international expansion. We have also written about 3 key 2022 marketing strategies that international brands can leverage this year
In this article, we’ll take a closer look at the customer-centric marketing tactics which will be an essential element of the marketing strategies of some of the biggest global brands this year.
2022 looks set to be the year of customer-centric marketing, let’s explore why.
Move over segmentation, consumers expect personalisation
Segmentation is a tried and tested marketing tool, it allows marketers to draw parallels between different people, grouping likes and dislikes, habits and preferences to create customer personas. These personas can be used to enable marketers to target carefully crafted messages at different groups in overseas territories.
In 2022, global consumers are expecting their purchasing experiences to be tailored to them. For instance, when shopping on an eCommerce platform more potential customers than ever are likely to get frustrated when they can’t immediately find what they are looking for. To ensure fewer abandoned shopping baskets and site bounces, marketers can work to create personalised content feeds, for instance highlighting customer favourites or algorithmically curated finds in a prominent position or using data to make accurate product recommendations.
Building trust to boost loyalty
In today’s crowded online marketplace, consumers know they are just a few clicks away from your competitor and a potentially better deal. Compare this phenomenon to the high street shopping experience and it’s clear that consumers have to do significantly less leg work to find a bargain.
Therefore, to win new customers (and keep them for the long term) brands must work to create customer loyalty. There are many ways to do this; content marketing for instance educates consumers for free on how products and services can benefit them or re-engaging them post-purchase by demonstrating how to use the product or suggesting perfect partners for their purchase.
By exhibiting their expertise, a brand can win the trust of a consumer and more importantly create a loyal customer.
Another way to win customer loyalty is by giving away freebies. Everyone likes something for nothing, for instance, a loyalty card, or discounts through refer-a-friend schemes.
Using customer data responsibly
With the digital transformation changing the way we understand and market to consumers, marketers are now able to track and optimise every stage of the buyer’s journey. Whether by assessing click data to refine the targeting on a display advertising campaign, or sending a lead personalised email messages at the right time, marketers use customer interaction data to better understand a consumer’s position in the marketing funnel.
This hasn’t escaped the notice of customers, with GDPR playing a big role in consumers’ awareness of marketing tactics. This means when businesses use data to optimise their marketing efforts, they must use it responsibly to avoid alienating consumers and prevent them from feeling they have been spammed or used.
Engagement makes customers feel valued
In many ways, the pandemic brought businesses and consumers closer together, especially local businesses. After various lockdown restrictions impacted businesses’ bottom lines, threatening their very existence, consumers showed a willingness to help out by buying local and supporting small businesses in their community. When marketing your business overseas it is important to build strong relationships with your customers, so they value your business and the role it plays in making their life easier.
Despite being located across borders and sometimes oceans, it’s possible to make your brand feel part of a user’s community through exhibiting your shared values; this starts with customer engagement.
Try asking your customers about their thoughts on your products and services and where they see your company going in the future. What benefits and product features are they looking for from your business? Another way to build a stronger relationship with customers is by sharing your brand’s story. How did you get to where you are and what is your mission for the future?
Conversational marketing builds a connection
Building on the previous point, consumers value brands they can have a back-and-forth exchange with. Feeling that they have a direct connection to how your business operates will increase loyalty and, hopefully, a willingness to support your business through tough times.
A conversational tone in marketing can go some way towards generating a dialogue with customers. Conversational marketing implies a two-way dialogue, so listening to your customer feedback is extremely valuable. Conversational chatbots can generate a vast amount of data for brands to absorb and reflect on consumers through improved products and services. They also provide that much needed immediate response that consumers increasingly demand in a new landscape shaped by COVID-19, which has starved so many of us of human interaction.
Preparing for a cookie-less world
No need to get too upset, we’re referring to Google third-party cookies here, rather than tasty, crumbly treats. By 2023 Google has announced that it will phase out all third-party cookies. This means advertising campaigns and the way websites collect data will change forever.
Businesses will need to update their privacy policies to reflect the new ways in which they collect data under the new rules. It will also be important for businesses that operate in markets abroad to understand the rules in different territories and to reflect these in updated policies.
Your business may need to lean on our language translation services and experience translating legal documents to ensure you meet your obligations.
By acting quickly, you can reassure consumers that you respect their right to privacy and be crystal clear on the methods by which you collect their data and how you use it.
Don’t allow language faux pas to derail your marketing strategy
A well-thought-through international marketing strategy will be instrumental in guiding your business to a successful overseas expansion in 2022. However, without an expert understanding of the nuances of language and cultural norms, your business may not achieve the ambitious aims it is shooting for this year.
That’s where Bubbles come in. Our language translation services combine language and subject matter expertise to ensure your marketing campaigns hit the mark on all fronts and avoid reputation-damaging faux pas. Contact us today to discuss your projects.