The Future Trajectory of Marketing to Drive Positive Brand Growth

The Truth about Marketing

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It is changing forever and so is reaching and engaging with your audience. In today's fast-paced digital world, the average person is exposed to over 10,000 ads per day. It's no wonder that marketers are constantly searching for new ways to stand out and connect with their audience. The key to success is understanding how to reach and engage users effectively.

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How do marketers use to reach their audiences with the least resources?
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A decade ago, digital marketing was still a nascent field, and brands were exploring new ways to connect with their audience. Blogs, forums, and online communities emerged as powerful tools for building relationships and fostering engagement.

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Blogs

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Brands shared valuable content to connect with their audience and position themselves as thought leaders. We did it for a leading cement company in India that aimed at becoming the go-to resource for anyone in Tier 2 and Tier 3 cities thinking about building a home. To achieve this, we increased efforts from 5 blogs a month to 8 and replicated these blogs into 8 regional vernacular languages, targeting the most engaged audiences identified through internal research, resulting in a total of 64 blogs per month. Our language experts ensured accuracy for each blog &  we saw a 600% increase in organic traffic of Individual blogs, & overall blog traffic surged by 196%.
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Forums and Online Communities

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These served as essential platforms for engagement. Brands interacted with customers, gathered feedback, and built relationships. Reddit and Quora were popular platforms for brands to connect with niche communities and answer questions.

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SEO and Content Marketing

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With the growth of search engines, (SEO) became crucial for driving traffic. Brands focused on creating high-quality optimized content to rank on SERP’s. We achieved this for a consumer electronics brand that aimed to become a search category leader. Our SEO team implemented an aggressive semantic content strategy, driven by search data and industry trends. This approach delivered remarkable results: year-on-year traffic for the ceiling fans category grew by 210%, and primary informational keywords such as "what," "vs," and "types" ranked among the top searches.

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Today’s  Innovative Marketing

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The marketing landscape is more technologically diverse and dynamic than ever before. To effectively reach and engage users, brands use a multifaceted approach incorporating both online and offline channels.

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• Pop-ups and events are great examples of creating immersive experiences that allow customers to interact with the brand in person. For example, Swiggy's Ganapati Modak dispenser at Carter's Road in Mumbai served as a unique activation pop-up that combined tradition with technology.
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• Influencer partnerships: Brands are collaborating with influencers to reach new audiences and build credibility. This is redefining influencer marketing by co-creating collections and reaching new audiences.
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• Innovative tech-led campaigns:  Britannia's Metaverse campaign, "Britannia Coffeeverse," is a prime example of this. By creating an immersive virtual world where users can explore coffee cultures and uncover hidden treasures, Britannia successfully engaged a younger audience and positioned itself as a brand at the forefront of digital innovation.

• Social media and User-generated content (UGC): Brands encourage customers to share authentic photos and review videos of them using products. This strategy gets the brands some honest & visualing appealing videos from the users.
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• Podcasts:  The significance of producing audio content that offers candid conversation with valuable insights, are killing in the Industry. For Example, Schbang produces the podcast "Schbang In It." This podcast features interviews with industry experts, thought leaders, and creative professionals, offering valuable insights into marketing, technology, and creativity.
  
  
  
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Personalized Marketing

By collecting and analyzing customer data, brands can gain valuable insights into consumer behavior, preferences, and needs. This data is being used in:

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• Targeted Ads: Many brands are utilizing advanced data analytics to deliver highly personalized ads to specific audience segments. By analyzing customer data, including demographics, interests, and purchase history, brands can identify the most relevant messaging and channels to reach their target audience.
  
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• Chatbots: Intelligent chatbots powered by natural language processing (NLP) and machine learning are being implemented by businesses to provide instant customer support and offer tailored recommendations. For instance, we created a chatbot for ASG Eye Hospitals to streamline their customer experience. Patients could effortlessly book appointments, review their grievance history, and receive instant answers to common queries through a user-friendly chat interface. Integrating this chatbot empowered live agents to focus on more complex inquiries.
  
  
• AI-Powered Marketing Campaigns: Brands are employing AI algorithms to optimize marketing efforts and improve results. For example, we developed an AI-powered gamified web experience for a candy brand, allowing users to play games, win prizes, and learn more about the brand in a fun and engaging way.
  
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Community Building:
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One thing that never goes out of fashion is building a community.
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Community building is a timeless strategy for reaching and engaging consumers, fostering a sense of belonging and loyalty that goes beyond mere transactions. This can be achieved through various means, including online activities , social media groups, and offline events.
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For instance, Nike has cultivated a thriving community through its Nike+ platform. This members-only program allows athletes and fitness enthusiasts to track their workouts, set goals, and connect with other like-minded individuals. They also hosts offline events and challenges, such as the Nike Women's Half Marathon, where participants can come together to celebrate their shared passion for fitness and sports. These initiatives not only enhance customer engagement but also strengthen the emotional connection between the brand and its community.

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The happening trend is Omnichannel Marketing:
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It ensures a cohesive brand experience across all channels. For Kotak811 we automated customer journey's and built cohorts and integrated personalised campaigns towards  their target audience driving 5x growth for their emailers.
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Omnichannel CRM: Managing customer data and interactions across different touchpoints. We developed a comprehensive Omnichannel CRM solution for BodyCraft, a renowned salon and spa brand. We leveraged data-driven insights & transformed their customer experience, optimizing marketing campaigns, and streamlining operations. With features like targeted promotions, automated appointment reminders, and loyalty program management, we drove a 15% boost in average order value.
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Seasonal and Festive Marketing:
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Seasonal and festive marketing is another timeless strategy that leverages the power of cultural events and holidays to connect with customers. By incorporating limited-time offers, thematic campaigns, and personalized recommendations, brands can create memorable experiences and drive engagement throughout the year. We successfully implemented this strategy with our Navratri video reel, which garnered significant engagement and brand visibility.
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What’s for the future? AI Custom Models, Hyper- personalization, or Automation?
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As technology continues to advance, the future of reaching and engaging audiences is going to radically transform. The days of generic, one-size-fits-all campaigns are numbered. In the coming years, we envision a hyper-personalized marketing landscape where brands leverage AI-powered tools to tailor experiences to individual preferences.
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This shift will be driven by evolving consumer expectations and the increasing capabilities of AI. And marketers will be able to create more relevant, engaging, and effective interactions with their target audience.

Here’s what we believe would be some key trends that will shape the future of marketing.
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Hyper-Personalization
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As technology continues to evolve, the future of marketing lies in hyper-personalization. By leveraging advanced data analytics, brands can deliver tailored experiences that resonate with each consumer, setting themselves apart from competitors.
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• Predictive analytics plays a pivotal role in achieving hyper-personalization. By analyzing customer data,  brands can identify patterns and predict future behaviors. For instance, if a customer frequently purchases winter clothing, the retailer can preplan and send personalized recommendations for upcoming fall/winter collections.
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• Proactive marketing shifts the focus from reactive customer service to anticipating needs. Instead of simply responding to inquiries, businesses proactively address potential issues and offer personalized solutions. For instance, a fitness app might analyze a user's workout history, dietary preferences, and sleep patterns to craft a personalized nutrition plan. This plan adapts in real-time based on their progress, helping them break through plateaus and achieve their fitness goals faster.
  
  
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AI Custom Models: Tailoring AI to Your Needs

AI custom models offer a powerful way to tailor AI's capabilities to specific business needs. By training AI models on proprietary data, businesses can create unique solutions that outperform generic models. For example, a media production company could develop a custom AI model to automate video editing tasks, such as cutting angles, framing shots, and adding effects significantly reducing production time.
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In the future, we can envision even more innovative applications. For example, a fashion brand could create a virtual influencer who aligns with the interests and values of their target audience. This virtual influencer could then be used to promote products, engage with followers, and collect valuable customer data.

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Search Visibility for Retail Chains

For retail chains, maintaining visibility on all mapping platforms is essential. Being on top of search results ensures that customers can easily find and visit their stores, reinforcing the brand’s presence. Schbang Localise can help brands achieve this by optimizing their local search presence.
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Other key trends shaping the future of marketing include:
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• The Metaverse: Brands can create virtual showrooms, product launches, and immersive experiences.
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• Blockchain & Supply Chain Transparency: Utilizing blockchain to track product origins and ensure ethical sourcing can build trust with consumers.
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• Ethical Marketing with Privacy-First Approach: Prioritizing data privacy and transparency to build trust with consumers.
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By embracing these emerging trends and adapting to the ever-changing digital landscape, brands can position themselves for long-term success.

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Conclusion
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As the digital landscape continues to evolve, brands must adapt to stay relevant and effective. By leveraging the latest technologies, businesses can create more personalized, engaging, and impactful campaigns.

We believe the future of immersive customer experiences lies in Artificial Intelligence (AI), Augmented Reality (AR) and Virtual Reality (VR), Chatbots, and Data Analytics. To commence with the revolution, we have successfully implemented AI-powered marketing campaigns for brands like Britannia and Centerfruit, resulting in increased engagement and conversions.

Want to implement futuristic ways to your brand? Reach us at  https://bit.ly/4fDZdQ2 today to learn how our innovative solutions can help you achieve your Brand goals.

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