How Digital Marketing Is Changing: 5 Essential Tips for Data-Driven Success:

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Did you know that 90% of the world's data was created in just the last two years? As we move into a future increasingly defined by digital technology, how marketing strategists approach their campaigns is transforming. Today’s ticketbuyers demand personalized and targeted experiences, making it essential for businesses to utilize data in every decision they make. In this blog post, we will explore how digital marketing is changing, with a focus on five data-driven strategies that can enhance your marketing effectiveness, and showcase a better way to work with Lily.

The Evolution of Digital Marketing

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Digital marketing is evolving at an unprecedented pace. Techniques that were industry standards a few years ago may now be outdated, primarily due to the rapid advancements in technology, shifts in consumer behavior, and the growing emphasis on data-driven strategies. In this landscape, it becomes crucial for companies to stay ahead of the curve.  

Understanding the Changing Landscape

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Increase in Data Availability: The amount of available consumer data has exploded. Businesses now have access to (1) social media interactions, (2) website analytics, (3) email engagement metrics, and (4) ticketbuyers purchase histories. This allows for a more nuanced understanding of user behavior, informing everything from product development to tailored marketing campaigns.  

Consumer Expectations Are Rising:  Nowadays, customers expect a degree of convenience and personalization in their interactions with brands that often goes beyond traditional marketing practices. The rise of social media means that consumers expect immediate responses and meaningful engagement from brands, making real-time data integration critical.  

The Role of Artificial Intelligence:  AI is making it simpler to analyze vast quantities of data quickly. Marketing tools powered by AI provide insights that can allow businesses to predict future trends, automate customer segmentation, and personalize content on an unprecedented scale. This technological integration is fundamentally changing how marketing is executed.

5 Tips for Data-Driven Marketing for festivals:

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1. The nr 1 thing you should start doing today is focus on cross selling in direct channels. SMS and e-mail channel are perhaps the oldest channels around. For years modern channels have taken more of focus and larger chunks of the marketing budgets. But if we purely look at ROI - return on investment - you have to take another look at these two channels. If you are really good at what you do - the absolute best you will be able to achieve - in terms of ROI in Meta or Google, is between 2-4 times ROI.
   On the other side, we have seen ROI on SMS channel - in average -abone 10 times ROI. Let me repeat that - if you send out a campaign in the SMS channel you are guaranteed 10 times income compared to what you pay.
   When we start talking about ROI in the e-mail channel - we are seeing numbers you cant imagine. Of course, direct channel marketing with use of high quality data and segmenting/profiling of those data is the key ingredient to achieve this type of results.
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2. The absolute best campaign you should set up right now is this one: Cross sell campaign to all ticketbuyers for THE LAST 2 YEARS who still haven’t bought a ticket for this years festival. We have seen this specific segment to be the absolute most effective segment of people to communicate with - we guarantee you - it will boost your ticket sale immediately!
   In Lily platform you set up this segment in seconds.
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3. Early bird campaign immediately after this years festivals ends; Why don’t you send out an SMS the last day of the festival with an early bird campaign message. Do it while your audience is still on the premise or even the day after. With Lily you can schedule this type of campaign long time before the festival begins, so you dont have to worry about that during the festival.
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4. Upsell to people who already have bought a ticket to the upcoming festival; the easist customers to sell to is existing customers. That’s why getting your ticket buyers to buy more is somethng you should focus on. A clear and strong message to people who only bought 1 day pass, where you give them an incentive to upgrade their ticket is a very easy way of increasing your overall ticketsale. Also, getting more ticketbuyers to buy hotel packages or other upsell products you have or think about inventing in the future is easily done in Lily. With Lily you always have full controll and overview of your different types of tickets and ticketholders.
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5. Automate upselling messages to ticketbuyers; With Lily you can choose between different types of automated messaging. For upselling, you should focus either messaging right after your ticketbuyers purchase the ticket (all year round) or prior to the festival. There is so many different tactics and types of messages you might try out, but let me give you one concrete example.
   Set up an automated email that will be sent out at 2100 on the day of the festival. Send this to ticketholders of just that specific day. The message could be - “thank you for coming today, here you have 10% discount if you want to come back tomorrow and have another day on the festival”This is just one example, but you get the picture.

Conclusion: What Changes Can You Make at Home?

With the digital landscape continuously shifting, adapting to a data-driven marketing approach is not just an option; it’s a necessity for success. Utilize the insights provided to strengthen your marketing strategies and leverage Lily to implement data-driven decisions. By investing in analytics tools and understanding your audience's needs, you will enhance engagement and drive conversions. Don't wait to get started on your journey toward data-driven success! Get more information now! Embrace the power of data and start transforming your marketing efforts today!

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