When time is short, workloads are high and information overload is all too real, it’s easy to feel stuck in a fog of marketing advice.

While we realise that not all marketing will be perfect all of the time, and that every day is a learning curve, staying ahead of this curve is important.

Whether it’s about understanding ever-changing consumer buying patterns or the latest media and technology channels, deciphering priorities can certainly be overwhelming.

The cold truth is however, that if you don’t get on top of your marketing and make it relevant to here and now, someone else will – and sooner or later take your customers with them.

Here are 3 quick pointers to help you see your way through any campaign:

1. Mobile

If you aren’t already investing a significant proportion of your marketing resource here then you probably should be.

Some stats: The number of mobile connections was greater than the world population at the end of 2014, with eMarketer research in July this year showing that adults were spending around 51% of their ‘connected’ time on a smartphone or tablet and 49% on a desktop.

Ensuring your website is mobile friendly and your digital marketing is as accessible on mobile devices as it is on desktops is important.

2. Data

If you don’t have good data then engaging with your customer base effectively is an almost impossible task.

Your CRM system is key. Invest time updating and nurturing your customer data, keeping it up to date on buying habits, profiles, interests, triggers to buy and the channels used.

With good data you can develop audience based strategies and send targeted messages to pre-defined groups on the products and services they are most interested in.

The better developed your data is, the more you will be able to target your messages at the right times and in the right places, which leads us on to…

3. Multi-channel

If customers see a message on two or more channels they are more likely to buy than if they see it on just one, according to Facebook research.

Make the most of your campaigns by putting them out across several channels at once. Planning is key. If you send a mailshot, back it up with Twitter, email and/or create a special landing page on your website.

Learn which channels your customers use most and focus on those, rather than feeling pressured to copy anyone else.

Remember that each channel has its own style, so while keeping brand consistency and tone of voice is all-important; tailor the length and language of messages to work within each channel.

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