With the internet and social media the new mass channel, open-ended campaigns bombarding broad audiences that worked once upon a time, are no longer necessary. Digital platforms are king and traditional marketing campaign strategies need to change to match how people are now living their digital lives. So why are marketers still wasting their efforts using this strategy?
Consumers can cherry-pick what they want from a broad sea of content. If a customer can connect with the product/service being sold, then the buy-in is all the more simple. However, vague campaigns targeted at an ill-defined audience are unlikely to possess this element of relatability that can be so successful in converting leads.
With our reliance on technology increasing over the past two years, and advancements developing similarly, we now have access to a wealth of data insights of our target consumer bases. We can now understand customers’ motivations and inclinations which is something that marketers of the past have had access to.
We live in a different world to the marketers of the past. It may have been excusable for marketing efforts through history to miss their targets, but this is no longer true.
Marketing has changed
A few years ago, Forbes revealed that we create 2.5 quintillion bytes of data each day. Marketing technology (martech) can help us to harness this data and make informed, evidence-led decisions, based on easily-accessible insights into customer habits and behaviours. The marketing process of today utilises a more scientific approach, and as a whole is a more sophisticated practice, even allowing you to test different strategies in real-time to assess the value of different campaigns.
Enterprises are beginning to see the value of automating basic marketing and customer service responsibilities. They can help mitigate the pressure that these departments face, allow employees to focus their expertise on more important tasks, and improve the overall customer experience dramatically.
Where your martech platform may be falling short
Arora Project, an equity crowdfunding platform, recently implemented technology to enhance their marketing processes. The platform’s success places a heavy reliance on generating lots of leads, outside of typical venture capitalists and banks.
Prior to this, Arora Project used Google Ads as their go-to marketing tool. This is a popular choice for new businesses as it allows targeted advertising, measurement capabilities, and controlled cost system allowing you to spend as much money as you would like. However, Arora Project found the platform to be an expensive tool that generated an incredibly high cost per lead. Furthermore, the team found that they were working extremely hard to find even a small conversion rate using Google Ads.
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Arora Project maximize their lead generation
Arora Project looked for a new martech solution and integrated Landbot’s powerful and flexible low-code/ no-code chatbot builder. Landbot had a similar vision to Arora Project’s integration of Google Ads – to help businesses increase their equity through lead generation.
The most impactful benefit of the transition to Landbot was the ability to trial and test different marketing campaigns. Through real-time data insights and automation, Arora Project was able to proactively A/B test their marketing efforts.
Turning all stakeholders into virtual focus groups, Arora Project continuously tested and assessed the effectiveness of different campaigns in the eyes of their target audience. Landing pages and headlines were continually tested, allowing Arora Project to assess which strategies were resonating best and where their efforts could be better placed.
After shifting to a martech platform that suited Arora Project’s needs, the team was able to increase leads by 40%. This cut the high cost per lead that Google Ads generated by 30%. This incredible increase in results greatly improved the efficacy of their business operations.
Evidenced results for your business
The world is now digital first and marketing has followed suit in its transformation. But widespread industry adoption still needs work.
Martech solutions open the door to an extraordinary level of data insights, but also the flexibility to trial and test different processes and strategies. More to this, consumer insights can be reduced to a granular level for targeted and personalised campaigns, or viewed at a macro-level to gauge the wider trends of the herd.
Arora Project has been a flagbearer for businesses tackling the challenges of operating digitally, and has shown how upgrading business operations can vastly improve business performance. It is a certainty that more businesses will follow in these same footsteps because, plain and simply, they cannot afford competition to have this advantage. Give your company a headstart and boost business results instantly by doing the same
Uma Rajagopal has been managing the posting of content for multiple platforms since 2021, including Global Banking & Finance Review, Asset Digest, Biz Dispatch, Blockchain Tribune, Business Express, Brands Journal, Companies Digest, Economy Standard, Entrepreneur Tribune, Finance Digest, Fintech Herald, Global Islamic Finance Magazine, International Releases, Online World News, Luxury Adviser, Palmbay Herald, Startup Observer, Technology Dispatch, Trading Herald, and Wealth Tribune. Her role ensures that content is published accurately and efficiently across these diverse publications.
