Brand strategy: why implement predictive marketing?

Being faced with the important task of carrying out the brand strategy is a challenge. And it is that making the public associate certain values ??to a brand or a product is not easy at all. In this article we want to analyze the main reasons why it is important to implement predictive marketing as the basis of brand strategy .

Why predictive marketing?

The foundations of predictive marketing focus on analyzing data to get a prediction of marketing actions and strategies with the highest probability of success . Imagine the possibilities: being able to move forward and predict the actions that users who come into contact with the brand will take. As you can see, predictive marketing is a very useful help if we want to build a brand and have users associate it with specific values.

Reasons to implement predictive marketing in brand strategy

To think about the brand strategy is to think, in turn, about the strategies of the marketing campaigns. And the future of marketing campaigns is not understood without the technological tools that are available today, such as those that even allow us to predict user interactions. Thus, a strategic plan based on predictive analytics becomes essential before planning and executing any marketing campaign . Below we want to analyze some of the advantages of implementing predictive marketing in the early phase of brand strategy.

Greater effectiveness and conversion

The effectiveness of a campaign multiplies exponentially if we take into account the study of data in a predictive way. On the one hand, predictive marketing helps generate more leads and, in turn, minimizes risks . What’s more, it is not only useful for attracting the potential customer, but it is also a key tool to identify which customer has a higher probability of abandonment . And it is that getting a new client can cost up to 6 times more than keeping a current one. Thus, thanks to predictive marketing, we manage to reduce risks and increase the effectiveness of campaigns. Thanks to this, the brand image is reinforced, since the public to whom the campaigns are directed is more defined.

It allows to know the user better

The secret of success when we talk about analyzing data is in the knowledge that companies have of their users . Knowing the customer is essential ; We no longer just talk about your age, gender, location or profession. We also refer to how much you spend, what products you are interested in, at what time of the day you buy … This way we can establish different propensity models , be it propensity to purchase or propensity to abandon. The actions to be followed in both cases must be key pieces in the brand strategy.

In this sense, the client perceives a brand image that is difficult to forget as they pay attention to their tastes, their interactions, their personal characteristics …

Towards a better user experience

Millions of companies have seen their business grow based on the use and analysis of data. And it is that knowing the customer involves generating a better experience in him when he comes into contact with a specific brand .

One of the most common practices to improve the UX is to predict your needs, for example, through product suggestions that you may find interesting. Amazon is king in this: with techniques such as “you might also be interested” or “other users also saw” the user lives an experience that feels personalized and values ??it very positively, which reinforces the brand image that the company projects.

Promote omnichannel sales

It is proven: the user rewards the brand that knows him best and anticipates his needs best . This happens not only to show the content that interests him when he is interested or to offer a promotion at a specific time, but also in knowing through which channel to contact him . Thus, techniques based on predictive marketing ask how to generate omnichannel sales , with the importance that this has for the user. A brand strategy that generates a positive customer experience, improving the brand image of the company and the information it receives from it.

Helps build brand loyalty

The user knows when a message is personalized and when it is not. The moment we think about treating each client in a special way, we are earning points to earn their loyalty. From the channel through which we address it to the personalized promotions that we can send to your email, we are helping to generate trust and, therefore, loyalty.

Without a doubt, all these actions become an impossible task if they had to be carried out manually. Thanks to marketing automation and the use and analysis of data, we can think about using predictive marketing techniques in brand strategy . If you want to delve into this topic, in this link we tell you more about how data science becomes a key ally in marketing strategies.

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