3 Companies Leading the Way in Innovative Marketing Solutions

Several new communication and entertainment mediums have served as marketing solutions. Here's how to make the most of them as you level up.

People send billions of emails every day. Only Americans on average watch over a thousand minutes television every week. Social networks attract billions of users every month. And, of course, all these means of communication and entertainment served as marketing solutions. They have provided new channels almost since their inception.

While marketing is nothing new, the way companies operate in the marketplace has always changed over time. The modern, forward-thinking 21st century has proven to be a particularly propitious time for marketing creativity.

In fact, we live in an era marked by analytics, technology stacks, and a constant state of marketing evolution. Even in this state of constant transformation, some brands manage to evolve better than others. In fact, many earn a reputation for their ability to set the pace for change.

Here are a few companies that are leading the way in adapting marketing to the needs of today’s consumers.

1. Retention.com solves the issue of abandonment earnings.

Abandoned cart is a constant struggle for e-commerce service providers. Countless customers enter the online sales funnel, learn about products and services, make a purchase halfway through, and then leave the site.

When an online visitor abandons their cart before becoming a paying shopper, one of two things happens. On the one hand, these are anonymous individuals. This leaves the company without recourse to follow-up marketing. On the other hand, they have set up legal entities and created accounts, provided email addresses, or otherwise identified themselves to the company they are considering patronizing.

Obviously the latter is preferable. And yet, as things like third-party cookies disappear, it’s important for companies to collect first-hand data to make this possible. This is information that consumers willingly provide to businesses in exchange for a more personal or streamlined shopping experience. Retention.com is one company that makes it easy for businesses to capture this important data and use it, according to the brand, to increase abandonment income.

Industry-leading Retention.com Identity Resolution technology allows e-commerce businesses to quickly and painlessly integrate visitors to their site. This gives them the information they need to track abandoned carts, send browsing-related emails, and otherwise increase revenue from those who failed to make an initial purchase—all within a new privacy-focused online environment.

2. Virgin America capitalizes on enterprising customers.

Marketing applies to any industry. However, this does not mean that all marketing options should be universal. On the contrary, modern technology has opened the door to new marketing tools, allowing the creation of niche solutions for the specific marketing needs of the industry.

Virgin America embodies this focused marketing concept. It is the only airline based in Silicon Valley and its marketing approach is as creative as its hometown reputation. airlines Next VX Initiative is a great example of this.

The program consists of approximately 30 frequent flyers who are also entrepreneurs. They form a kind of incubator that generates ideas for the airline. One of the most famous of these is the in-flight social network, designed to enable travelers to communicate and collaborate even on the go.

Virgin America worked with Here on Biz to develop the app that formed the basis of the marketing initiative. The result is a tool that responds to the active needs of customers, engages them and delivers real value, naturally moving the airline forward in the process.

Most modern marketers are ready to use technology to develop cutting-edge strategies. Others are looking for customer reviews. But it takes a unique level of creativity to combine the two in entrepreneurial ways that break new ground in marketing.

3. Optimove takes personalization to the next level.

There are many ways to use artificial intelligence in marketing. Some companies use it to analyze huge amounts of data and create more personalized target audiences. This makes it easier to scale, but there are other uses for machine learning.

Optimove is a major customer relationship management center that applies AI throughout the CRM journey. For example, the brand email tool applies the concept of AI email marketing to selected audiences. The program uses all of Optimove’s data and insights to deliver hyper-targeted emails to customers. This includes everything from basic customer database information to predictive analytics, AI recommendations and activity tracking.

The result is a tool that can send specific, personalized emails without the need for undue control. Essentially, this gives each person on the email list a personal digital agent to keep an eye on their file. The program adjusts the settings over time to ensure that each email is as close as possible to the preferences, behavior and feedback of customers.

Optimove predictive modeling tool is another example of innovative marketing AI in action. Again, this relies on important pieces of information such as the company’s DNA, historical data, and key terminology. A team of data scientists assembles this into a client model that is not only industry-specific, but also business-specific.

The Emerging World of Marketing

Marketing is one of the few constants in the ever-changing world of modern business. Regardless of how markets evolve, the need to promote products and build brand awareness remains.

However, despite its holding power, even marketing has to adapt to the changes taking place around it. In this ever-evolving atmosphere, even the best marketers can’t rest on their laurels or turn on cruise control. They must open up new avenues to stay relevant.

Companies like the marketing solutions listed above are finding ways to integrate the latest technological advances into their marketing strategies, ensuring they get the most out of every action and initiative, now and in the future.

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