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How regulated industries are getting results from digital marketing

Consumers are changing—they have less time, aren’t brand loyal, are more socially and environmentally conscious, and prefer experiences over products. According to a Deloitte study, these changes are a result of climate change, economic constraints and increasing competitive options.

 

Marketing professionals operating in regulated industries have the additional challenge of compliance and government regulations, while attempting to engage with their difficult-to-reach audiences.  

 

“Don’t let regulations limit your creativity and how you engage with your customers and potential customers in the digital space,” said Desirée Gullan, Executive Creative Director of G&G Digital. “Focus on what you are permitted to do within your industry regulations and turn challenges into opportunities to remain competitive.”  

 

Gullan shared three insights on how brands operating in regulated industries can win at digital.  

 

1.Understand your audience and make your marketing work harder

Get to know your customers, what digital platforms they use, and what they use them for. Use social to understand their wants, needs and behaviours, and then design a strategy that resonates, provides solutions, and adds value to their lives. You will also save marketing budget and effort by selecting platforms your customers use. For example, if customers only use social media, developing a microsite won’t help you reach them or engage with them.  

 

2. Use the right digital touchpoints 

Paid search, social media, and influencer marketing are effective channels to reach audiences, but for some industries, this may not be permitted. Regulations can be restrictive. On top of that, not all channels are appropriate for your goals. Identify the best platforms, objectives, and when regulations get in the way, work with key opinion leaders and influencers, use digital PR, tag visual content on your website, and optimise content to increase organic traffic.   

 

3. Close the digital gap

Another Deloitte study shows that 75% of customers want consistency from their brands. You can achieve this with content that resonates and tells the same story, using a similar tone, across all digital touchpoints. Brands should also be consistent in their support services so that customers experience seamless interaction and don’t feel like they’re dealing with a business in silos. 

 

Regardless of your industry, online visibility is essential, and when used correctly can yield excellent results for your brand. Leverage opportunities, use the right digital platforms in smart, goal orientated ways. Keep your audience at the centre of your content creation, deliver value, and be consistent across all touchpoints.  

 

 “Digital is always changing and it changes fast, which also means that new and exciting opportunities are always opening up to engage with your customers on their terms, to add value to their lives and to get an ROI on your marketing,” Gullan concluded. 

Why personalisation in digital marketing matters

Why personalisation in digital marketing matters

By Desirée Gullan, Co-founder and Executive Creative Director of G&G Digital

In 2011, Coca Cola launched its Share a Coke campaign in Australia, which was a personalised campaign with the most common Australian names printed on Coca Cola bottles and cans. The result? More than 250 million personalised bottles and cans sold over the summer months to a population of less than 23 million people at the time.

This personalisation campaign was so successful it was adapted in other territories, including South Africa. Everyone wanted a can, with their name on it. South Africa’s Share a Coke campaign went a step further, including a pronunciation guide below each name. “A first name is personal and unique. It is a person’s identity, and when used in marketing campaigns, it shows customers that their brands of choice acknowledge them,” said Desirée Gullan, Executive Creative Director of G&G Digital.

Fast forward to 2021. Research proves that personalised emails have a higher click-through rate. When brands incorporate personalisation into their digital marketing strategies, they build stronger relationships with their customers, retain them for longer, encourage word-of-mouth referrals, and create better experiences for new customers.

“It’s important for brands to understand their audiences. We can no longer depend on demographics to inform marketing strategies. Customers want their brands to understand them beyond their gender, race, and location. Personalised marketing that speaks to individuals with empathy will result in better engagement,” Gullan added.

A smart personalised marketing strategy will reap the following benefits for your brand.

  • Better customer experience
    Customers will provide their personal information if they’re sure their data will be protected, and may participate in surveys, fill out forms and share their preferences. Customer information makes it easier for brands to create personalised marketing messages.
  • Increase revenue
    Brands can get better results by talking to their customers in the digital spaces they occupy.
  • Build brand loyalty
    Personalisation will create better customer satisfaction, build loyalty and word-of-mouth referrals, and give brands a competitive advantage.

How to use personalisation in your digital marketing

  • Email marketing
    Gather customer preferences through sign up forms and use it to personalise emails to customer persona segments. You will see better open and engagement rates. Be sure to comply with the Protection of Personal Information (POPI) Act.
  • Video messaging
    Customised video messages, technology and research can help you scale personalised video messages. Segment customers based on their passions and preferences and create video messages to cater to each audience type. These video messages should always be memorable, engaging, relatable and accessible.
  • Create a seamless customer experience
    Build a consistent and seamless customer experience, no matter the touchpoint. Ensure tone and key messaging is consistent whether customers are in-store or accessing your brand online.

“While personalising messages at scale is a contradiction, marketing professionals can personalise to large audiences by segmenting audiences based on the data and ensuring that the messaging segments resonates with those segments,” concluded Gullan.

Digital marketing trends are always evolving. Your brand has to keep up with the new methods to engage with customers and potential customers and ensure your brand is always top of mind and top of conversation.