Danyal Ali | Chief Marketing Technology Officer | Xponential Fitness.
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In today's market, digital marketing tactics are rapidly evolving, adapting to changing consumer behaviors and powered by technological advancements that allow for better analytics. As the Chief Marketing and Technology Officer at my company, I have observed firsthand how the right digital strategies can transform consumer engagement, especially in industries like fitness, where the competition is not just with other brands but also with lifestyle choices.
Understanding The Digital Marketing Ecosystem
In the current market, digital marketing is not just about selling a product or service; it's about crafting brand experiences that resonate with consumers. The journey from awareness to conversion is about creating a narrative and user experience that not only informs but also inspires and motivates.
For example, I have found through my own company that customers like consistency and predictability in a fitness brand. They want to see a video of how the class is going to go and what the studio is going to look like before investing their time. Therefore, it can be important to create these impressions digitally to get a customer to come in physically. With that in mind, here are a few areas to consider when creating your digital marketing strategy.
• Technology-Driven Personalization
One key trend I anticipate growing is the use of technology to personalize consumer experiences. This goes beyond the basic demographic targeting; it involves using data analytics to understand consumer preferences, behaviors and even sentiments. Personalization can manifest in various forms, from tailored email marketing campaigns to customized app experiences.
Consider how my company celebrates customer milestones. When someone hits 50 classes, they don't want to be added to a “pool” of other people who've hit 50 classes; it’s their 50th class, and we've found they appreciate having it celebrated both in-studio and on our platforms accordingly. Rather than just including your customer's name in an app, use the data analytics at your disposal to craft a holistic, personalized experience that will make each customer feel individually appreciated.
• Seamless Omnichannel Experiences
Consumers today interact with brands across multiple channels. Therefore, it's become increasingly important to have a seamless omnichannel strategy. This means ensuring that the consumer experience is consistent and integrated whether they’re interacting with your brand through social media, an app or a physical location. The goal is to create a cohesive brand narrative across all platforms.
• Engaging Content Strategies
The power of content in digital marketing cannot be overstated. We are moving toward an era where content is not just informative but also immersive. Interactive content like quizzes, polls and engaging videos can significantly increase consumer engagement. For example, according to a Socialinsider study, Instagram Reels have a roughly two times higher average impression rate compared to other content types on the platform, as Reels are more interactive and engaging. I have seen firsthand how tools like integrated videos in welcome series, personal messages from instructors and real-life testimonials can be effective in drawing consumers from the virtual world into physical locations.
• Leveraging Social Proof
Social proof remains a potent tool in digital marketing. In the fitness industry, where community and personal experiences are paramount, showcasing real stories and testimonials can be highly persuasive. It's about creating a narrative where potential customers can see themselves in the success stories of others. Ads that don’t look like ads are the new forms of advertising.
However, old-school reviews on Google and Yelp are still effective. Consider incentivizing first-timers to leave a review and get a discount on their second visit if they do. If you get them to come back a second time and give them a great experience, they will be more likely to come back for a third. You can also curate video reviews when people hit milestones to celebrate them and keep people coming back.
• Predictive Analytics And AI
The use of predictive analytics and AI in digital marketing is set to grow. These technologies can forecast consumer trends, optimize marketing campaigns in real time and even personalize consumer interactions on a large scale. AI-driven chatbots, for instance, can offer personalized recommendations and support, enhancing the customer experience.
In my experience, customers want quick resolutions—for example, “How much of my medicine is covered by insurance?” for which an automated answer may work excellently, and AI can be leveraged in a pinch. However, there is still room for person-to-person contact when it comes to understanding someone's needs and having empathy, which a computer can seldom emulate.
Conclusion
Ultimately, I have found that effective digital marketing uses tactics that have been used in traditional marketing for years (such as social proof), but the medium is now through your device, and the scale is millions instead of a few. With knowledge being more readily available and options being endless, it requires a greater amount of trust than the handshake promise in yesteryear. As customer demands shift to new forms of trust, companies must shift with them in order to retain their decision to buy.
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