For many businesses the pace of change has never been faster, providing a host of challenges and opportunities for marketing departments across every industry. Coupled with economic uncertainties following Brexit, keeping your finger on the pulse and a close eye on your marketing has never been more important. Whatever your goals for 2018, we’ve put together a shortlist of considerations for your 2018 marketing plans.
- Develop a marketing plan – It’s amazing how many businesses do not have a marketing plan to follow. Some even see this as a time-consuming exercise preferring to focus only on their day to day activities and sporadic tactical campaigns. Putting together a longer-term marketing strategy with clearly defined objectives and careful planning this year, will enable you to maintain focus, avoid wasted spend on untargeted campaigns and make your marketing efforts so much easier to measure.
- Define your target markets with care – This is a key element of your marketing planning and with the impending enforcement of the GDPR legislation, it’s paramount that your business has clearly defined target prospects. Future marketing activities are likely to be much more focused on smaller sets of data containing current, clearly defined prospects – gone are the days of hoarding unnecessary reams of data year upon year. Working within these new parameters certainly has advantages as defining smaller groups of target prospects can lead to better marketing efficiency and reduced data management costs in the long run. Focus all of your attention on nurturing the prospects who really matter to your business in 2018.
- GDPR – The General Data Protection Regulation (GDPR) has been a hot topic for some time. The legislation will become enforceable from May 2018 and is a step change from current data protection legislation which has become outdated, largely due to rapid advances in technology. The legislation affects businesses in both business to business and business to consumer markets, impacting on all functions which store and process data. All businesses will need to comply, so if you haven’t reviewed your processes yet, now is the time to start! At Lightning Transformations we’ve been reviewing the legislation for some time to ensure that our client campaigns are fully compliant. We’ve found useful information can be obtained from the Information Commissioners Office (ICO) and the Direct Marketing Association (DMA).
- Social sharing – If you haven’t started to harness the power of social media marketing for your business already, 2018 is the year to begin. The benefits of a social media marketing strategy have never been greater; from increased brand awareness, recruitment, inbound lead generation to better search engine rankings and more. To get the most from social media, choose carefully the best platforms for your business and invest in those which are most appropriate for communicating with your target audience. Content really is king – successful companies and brands will be seen as thought leaders with innovative, ground-breaking ideas and concepts.
- Integrated campaigns – Standalone marketing methods or tactics just aren’t enough to cut it in most sectors nowadays. A marketing strategy needs to be clearly communicated and embraced by everyone in the organisation to reach its full potential. Prospects need to be engaged and nurtured before they are ready to do business with you.
- Outsourcing – With so much UK wide and global uncertainty concerning economic forecasts and the impact of Brexit, why not consider outsourcing some elements of your B2B marketing or B2C marketing activity this year? A third-party marketing agency will not only bring fresh ideas, but allow you the flexibility of increasing or decreasing the level of marketing activity as and when required.
If you need help with your marketing strategy or a little guidance about what you need to do to ensure your marketing database and marketing campaigns comply with GDPR, Lightning Transformations can help. In addition, we can assist with implementing all or part of your marketing and compliance strategy. Contact us today for a free initial consultation on 01284 332 738 or firstname.lastname@example.org