What is your definition of success?
We ask every client this vital question at the beginning of their digital marketing journey. That helps us step into their shoes and begin to understand where their business stands now, where they want to go, and how advertising strategies can help get them there.
No matter your industry, the market is ever-changing and oversaturated. Billions of people are connected to the internet, creating, consuming, and sharing chunks of online data daily. For businesses, it’s becoming more challenging to acquire leads that become real-time conversions, producing the ROI and results you want.
More than ever, redefining advertising success and focusing on adaptive marketing strategies is critical. It can be easy to pigeonhole your ad strategies, so we want to share some effective adaptive advertising methods that work with a fluctuating and unpredictable market.
What is Adaptive Marketing, Anyway?
Adaptive marketing is a digital advertising strategy that delivers content and recommendations to consumers based on data collection. It’s a customer-first marketing approach that adapts to customers’ needs and wants as their online behavior or consumer profile changes.
When carried out strategically, adaptive marketing rewards consumers because it puts them in control by allowing them to personalize a product or service to their needs. Communicating with your customers in an intentional and uniquely targeted way based on data collection means you’re more able to present your service as the solution they need at the moment they need it.
The reward? More sales, long-lasting loyalty, and sustainable growth.
Don’t Pigeonhole, Futureproof!
Don’t pigeonhole your brand! The last thing you want in this market is to find yourself stalled because you restricted your advertising strategies. If you stick with the same keywords for every single Google ad, you’ll probably get the same stale results. You must take the time to implement fresh strategies now to futureproof your brand.
Indeed the journey can seem daunting with so much data and a growing number of analytical tools available. But it is possible to help your brand thrive in this new era of advertising.
The Future-Proof Ads Funnel
Developing adaptive advertising strategies doesn’t have to feel like herding cats — you can make it much less stressful by using something you probably already know: the sales funnel. Our Future-Proof Ads Funnel includes four adaptive advertising strategies that coincide with each stage of the sales funnel, allowing you to get your message in front of the right customers at the right time.
Strategy 1 - Personalize
During the first sales funnel, step one is the awareness phase, where your customers are just starting to learn about your brand.
Work to get your message out there in a way that feels personal, creative, and memorable. Drill down into your data to determine who your audience is (or should be), and tailor your ads to them. Meet them where they are. Consider demographics like location, job title/industry, past purchases, and content viewed. Examples include:
- Location: If you’re only operating in a small midwestern town, don’t show your ad to the entire US.
- Job title/Industry: If you’re selling big business accounting software, there is no need to show your ad to a full-time piano teacher
- Past purchases: A candle enthusiast will want to see your candle company’s ad, especially when you add new scents!
- Content viewed: A user searching “improve my backhand” one hundred times will be thrilled to see your ad for tennis lessons.
Strategy 2 - Optimize
The optimized strategy coincides with phase 2, the consideration phase of the sales funnel. What good is your carefully curated message if you aren’t optimizing it? Lean into your data even more to take your message to the next level.
Remain intentional when it comes to optimization. At Molo, we don’t optimize based simply on what Google or the Ad platform suggests. We take the time to analyze keywords and ensure that the message accurately represents the brand’s purpose. Robust search data informs how we write engaging ad headlines and descriptions that speak directly to the customer’s needs.
Strategy 3 - Prioritize
As your customers enter the decision phase, phase 3 of the sales funnel, show them they are your priority. Once upon a time, businesses and brands set the expectations for customers. But now, the customers are in control. Put them first to gain their trust.
Retarget your campaigns based on (you guessed it) more data. You have insight into their online behavior and habits. Now is the time to show your customers how your brand benefits them. It’s not about you; it’s about them. Always.
Strategy 4 - Monetize
You’re in the home stretch. In the final phase of the sales funnel, your customers have entered the action phase, so it’s time to monetize. This is where you’ll see the ROI you’ve hoped for. Customers are set to make a purchase and choose your business because of your strategically targeting messaging. You’ve taken the time to get to know your audience, empathize with them, and prove that your product or service can meet their needs.
When you lean into adaptive marketing, you have the potential to make a more meaningful connection with your audience. Knowing your customer and adapting to their needs means more sales, deeper brand loyalty, and more significant market impact.
Are you looking to optimize your customers’ journey from Discovery to Action?
Start developing your adaptive marketing strategy with Molo today. We’ll guide you through advertising strategy, creative marketing, web design, branding, and more to find the solutions you need to make your business thrive.