It would come as no surprise to marketers, that the most used words within our industry this year has been ‘agile’ or ‘pivot’.
Regardless of what industry you are in, you’ve been forced to adapt your marketing strategy due to unprecedented global events and consequential changes in user behaviour.
I sat down with Julia Lake, Strategy Director and Yulia Edirisinghe, Strategic Growth Director for The Pistol to hear first hand what they are seeing within their Client portfolio, and what are some quick wins to help brands ‘pivot’ quickly now and in the future.
Our thoughts on digital transformation
Julia: Digital transformation can take years, and so a lot of the conversations we are having at the moment are what are the quick win, out of the box ideas, that will see us delivering the most value in just weeks.
And that’s ultimately, what data can we collect, be it first-party data or third, so that we can quickly and accurately get in front of the right customer, at the right time, in the right place.
So with some businesses, all we are looking at is getting the basics in there, as simple as making sure Google Analytics is set up correctly, with goals that are tracking the right events.
Yulia: On the flip side, we are also working with some big brands, especially in FMCG that have never seen a need for a website. So at the moment, they don’t even have a place for us to put tracking in place or start building any sort of database.
FMCG brands have never really directly spoken to their end customer, and rely on their retailers to have that one on one communication with them.
But the moment the traditional marketing model is distributed as it has been, or the cookie goes away (like it will in 2022) retailers are going to be impacted in how they can market your products to their customers and that’s going to have a downstream impact on your revenue as well. So really now is the time for brands to take ownership of their marketing and their data.
Julia: One of the things that we’re talking to our clients about is frictionless commerce and so for brands that means looking at their consumer journey, mapping it out and seeing where the friction points may be whether it’s on the website, social, Google etc. From there we look at solutions that we need to put in place so that we’re not losing customers along the way. A lot of the times the main reason for the problem is the CRM, and not having data stored somewhere consistent. Once you have that done right, you can build really rich audience sets that are telling you a lot about your customer.
Yulia: To that point, about CRM, how can you then leverage the data that is sitting there, once it’s set up correctly. Putting it into Facebook or Google and having a two-way connection between two points so that you don’t have data silos but you’re actually leveraging that data to add value to your customers.
Julia: Yes, exactly, consumers are expecting personalisation and they’re expecting that they are going to have tailored experience with your brand. It’s really important that we start to gather our own data so we can feed that and if you’re not doing it, your competitors are going to be. So now is the time to be setting yourself up for success and not falling behind.