Tech-Assisted B2C Marketing Enhancement

In business-to-customer (B2C) enterprises, marketing is among the most important tools at your brand’s disposal. No matter what industry you’re in, there’s likely to be no shortage of competitors. As a result, the quality and efficiency of your marketing approach can help you stand out from the crowd and build meaningful relationships with consumers.

Marketing requires strategy, focus, and professional insights to do well. The good news is that technology can enhance your marketing approach on multiple levels. So, let’s explore some of the tech tools that can assist you as you strive to reach and engage your audience.

Adopting Personalization Tools

One of the most important components in the current B2C landscape is personalization. One recent report found that 56% of customers would return to a business if they had positive personalized experiences. It’s not difficult to see why, either. Personalized marketing offers more relevant experiences to customers, makes gathering information more convenient, and makes brand interactions more positive.

Artificial intelligence (AI) driven chatbots are among the most engaging tools for personalized marketing experiences at the moment. The key is to ensure they have in-depth but secure access to customer data. This includes information about previous customer interactions and visitors’ behavior on your website. From here, chatbots can use machine learning algorithms to not just answer frequently asked questions but also make interactions more personalized. They can use customer names, offer recommendations based on purchases, and even highlight content on your website that consumers may find useful or interesting.

Another effective form of tech to enhance your B2C marketing is website personalization software. These are platforms — usually in the form of apps or site extensions — that integrate with your website or eCommerce store. Many will give you the option to present different landing pages depending on prior customer behavior or where they’ve been directed to your site from. Some will also enable you to provide different text descriptions so it can automatically adjust the “voice” to align with the preferences of different visitor demographics.

Leveraging Influencers

Social media continues to be an invaluable communication method for brands. Within this space, influencers are among the most important tech-enhanced marketing tools of the digital age. B2B companies can borrow techniques from B2C influencer marketing strategies to make strides in their engagement. Influencers already have a built-in trusting relationship with their audiences, which can lend recommendations for your brand more credibility alongside boosting your reach.

Some of the considerations when building these influencer relationships include:

Selecting the right influencer: Not all influencers are appropriate for all brands. Simply hiring someone because they have high follower numbers might not translate to positive outcomes. Instead, seek partners that have a good reputation among audiences in your target demographics for advice and opinions.
It’s also worth noting that micro-influencers — those who have between 10,000 and 100,000 followers — tend to have higher rates of engagement than those with enormous audiences. Therefore, even very niche influencers with high relevance to your brand can be impactful.
Techniques for using influencers: Under the umbrella of influencer marketing, there are various techniques you can adopt. One option is to engage an influencer to make and post content related to your business or sponsored by your brand.
You can also arrange for some influencers to directly promote your products on their social channels or at consumer events. It’s important to discuss your marketing goals with potential influencers to find out which — or what combination of each — is right for your brand and budget.

Remember to work with your influencers to learn about the impact of the campaigns you involve them in, too. Make it part of your contract for them to provide you with detailed insights on engagement. This should include everything from how different demographics responded to content to what the click-through rates were for specific links. This helps you to more effectively plan your marketing in the future and adjust your ongoing influencer relationships.

Monitoring Data and Engagement

Websites are powerful marketing tools, but should never just be static platforms that marketers simply post content to occasionally. It’s important to treat it as a more agile resource for B2C marketing efforts. Every person who interacts with the site leaves behind digital footprints that provide brands with behavioral data to inform campaigns.

Website content monitoring tools should be among the key technologies your brand adopts. These platforms are integrated with your site and perform regular checks on various areas of performance. At the most basic level, they can spot issues with performance — such as unexpected downtime — and user behavior that suggests potential security issues. Alerts on these components enable information technology (IT) teams to address problems before they disrupt the user experience (UX) of visitors.

Many website content monitoring platforms are also geared toward providing brands with insights into the effectiveness of online content. They offer data on what pages receive attention from visitors and how these influence click-throughs to purchase areas. Some platforms can also show how much of the content users scroll before navigating away. As a result, by making careful choices about what monitoring tools you adopt, you can improve the quality of your content and make strategic marketing plans that lean into the formats and subjects consumers want.

Conclusion

Tech-assisted B2C marketing enhancements can help your brand extend its reach and conduct more efficient messaging. The items available range from tools that boost marketing personalization that boosts engagement to influencers you can utilize to leverage credibility. Remember, though, that these tools are only as good as the marketing professionals that use them. Ensure that staff are trained in your tech’s effective use and encourage them to find creative and innovative ways to utilize these components.