B2B DIALOGUE NEWSLETTER.pdf

Business owners are hesitant to transition from traditional to digital marketing due to the numerous options and fear of poor judgment. However, the need for digital marketing is valuable, as seen in the restaurant industry where electronic food orders have increased by 20% in 2016 and 2017. Small to medium-sized businesses lack the talent and experience to achieve digital marketing success, requiring brand-building marketing professionals. To succeed, businesses must invest in understanding customers, determine what works, and capture regular feedback. Personalized marketing is critical, and technologies like geofencing and social media can help connect with consumers. Knowing customers is essential, but many retail businesses cannot accurately describe their customers, making it difficult to compete. Personalization stimulates interactions, and businesses must possess an accurate history of customer preferences and buying habits. By capturing detailed customer information, businesses can anticipate purchases, improve customer satisfaction, and increase revenues. A scalable and flexible onboarding plan can help businesses get personal with customers without overreaching privacy concerns. Ultimately, marketing should be a revenue generator, and businesses must gauge the success of their digital marketing transition by determining its impact on sales and revenues.