Marketing alchemy: Revitalizing supply chain marketing with innovation

The world of supply chain marketing is undergoing a significant transformation. With the rise of e-commerce, globalization, and new technologies, supply chain companies are finding themselves in an increasingly competitive environment. To succeed, they must embrace and unfold the new innovative marketing strategies that enable them to build strong brands and drive sales.

One of the most heralding trends in supply chain marketing is the concept of phygital marketing. Phygitally-driven marketing is the seamless integration of physical and digital marketing channels. By combining the best of both the worlds, companies can create personalized experiences for their customers that bridge the gap between online and offline interactions. According to a report by Accenture, “phygital” customer experiences can lead to a 20% increase in customer satisfaction and a 10% increase in conversion rates.

The companies are mounting their physical presence with digital means of marketing like Artificial Intelligence (AI), Virtual Reality (VR) and Augmented Reality (AR) to provide more real-time experiences. By encompassing AI-powered tools in supply chain operations, companies can extract deeper insights about their customer’s behaviour and preferences thereby can create more impactful and tailored marketing campaigns that resonate with their target audience. A survey by Statista found that 51% of marketers believe that AI will have a significant impact on the future of marketing. With the evolution of technology, tools like Artificial Intelligence, Augmented Reality and Virtual Reality have started pulling-up the market.

 These emerging trends focus on building strong brands that stand out in a crowded field. This is especially true in today’s digital age, where customers have plethora of choices and are bombarded with marketing messages on a daily basis. Companies are introducing numerous ways to interact with their customers to leave intense impact on their target audience. Augmented reality creates better understanding and connect with customers than any other conventional form of marketing. Therefore, it is beneficial to the marketer, for their brand recallability to its customers. For supply chain management, AR is leveraging supply chain professionals to estimate the measurement of their cargo which includes capacity of container, length, breath & height of the cargo, size & weight of the cargo which thereby gives upper hand to the company, to provide customized solutions. AR enabled operations communalizes and channelizes customer’s requirement and company’s offerings without being physical involved.  AR also helps in analysing, identifying, evaluating, and assigning the accurate channel or corridor, to be dedicated in the warehouse as per the cargo suitability. AR guides the customers in better decision making, boost sales and informs the customer better about the availability of the services.

To keep your customers updated and engaged with your services, the virtual reality marketing strategy carries great potential in driving the customers. Virtual Reality gives flexibility to the companies and customers to make their presence noticed in the real world. Companies nowadays are opting new campaign ideas to place their brand at the large footprint arenas, enabling them the thorough visibility of their brand.

Incorporating influencer marketing into brand building strategy can be a powerful tool for supply chain companies. Collaborating with renowned brands or individual, whose hold on social media platforms can drive the market reach and establish credibility among the desired customer base. According to research conducted by Tomoson, the ROI for influencer marketing can be as high as $18 for every $1 spent. Another effective strategy for building a strong brand is through user-generated content (UGC). UGC is a form of content that is created by customers and shared on social media or other platforms. By encouraging customers to create and share content related to their products or services, supply chain companies can build a loyal community of brand advocates. According to a report by AdWeek, UGC campaigns can generate a 29% higher web conversion rate compared to campaigns without UGC.

Interbrand, the world’s top brand consultancy, reported that despite the pandemic’s economic impact, the top 100 global brands increased their value by 9% in 2020. This emphasizes the significance of establishing a strong brand that can withstand economic uncertainty and volatility. By prioritizing brand building initiatives, businesses can become market leaders, foster trust among their customers, and ultimately drive sales and revenue growth.

To truly master the art of supply chain marketing, we need to seek opportunities to spread Brand Awareness, this may help the customers to recognize and recall your brand easily. Companies must embrace innovation and adapt trends as per the changing landscape. The willingness to experiment with new strategies and technologies, and commitment to continuously improve and optimize marketing efforts. By focusing on building strong brands, leveraging emerging trends such as phygital marketing and AI, and utilizing strategies such as influencer marketing and user-generated content, supply chain companies can position themselves for long-term success.

By adopting innovative marketing strategies that blend physical and digital channels, utilize AI-powered tools, and focus on building strong brands, supply chain companies can stay ahead of the curve and drive growth in today’s dynamic business environment. The key is to be proactive and constantly seek out new opportunities to innovate and improve.

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