A stereotype is a standardized trait held in common by some members of a group that represents an oversimplified opinion, attitude or uncritical judgment. As a result, society frowns on stereotypes. They usually do not reflect actual reality and they are in complete contrast to the fact that every individual is unique.
If stereotypes are not acceptable in society then why are they so often applied to marketing strategies? Marketing firms often engage in dividing their markets into customer segments that use oversimplified categories to lump individuals together. As a result, when these audiences are targeted using this sloppy segmentation, the results are often bad.
For example, these marketing strategies assume that arbitrary dividers like the number of employees makes two companies alike. However, this thinking is flawed because two different companies that both have 5000 employees may have absolutely nothing else in common. In the same way, both of these companies should also have vastly different marketing approaches.
In today’s world customers engage with many brands across multiple platforms, as a result, companies need to update their approach. Customers are looking for a more personalized approach, they want to know that brands care about them and about what they want. This has become imperative to success for companies and it is just as important as the products or services that they sell.
So, what can you do to fix this problem? Marketing automation platforms have been developed to combat this exact problem. They have evolved over time to leave behind arbitrary segmenting tools. Instead, these platforms use embedded predictive and artificial intelligence to anticipate buyer behaviour, automate outreach and even prescribe individuals with which the business should be engaging and when they should do so.
An advanced marketing automation set-up differs from the previous generations in that it provides a command center through which marketers can streamline and automate their strategies across multiple platforms. It generates personalized content that can then be sent to the right customer at the right time. The previous generations of marketing automation platforms were not dynamic. They could not change on the fly and adapt to the ever-evolving data, whereas now marketing automation has to be dynamic to be effective.
The platform integrates with the company’s website, social media pages, CRM and many other applications to generate a fair amount of data. This data can then be shared with the sales team to assist with their own strategies, providing a return on the marketing investment. This data can be used to assess modify and optimize your strategies in order to be more effective and agile.
Intelligent, dynamic marketing automation platforms have become a necessary tool for the marketing toolkit if you want to keep ahead of the data and provide your customers with a personalized experience.