Unlocking the full potential of marketing is essential for businesses aiming to achieve considerable growth in today’s competitive landscape. However, many companies face barriers such as limited resources, lack of expertise, and time constraints that hinder their marketing efforts. This is where Marketing-as-a-Service (MaaS) comes into play as a powerful solution. In this article, we will explore the peculiarities and benefits of MaaS and the latest trends in marketing.
Definition of Marketing-as-a-Service
MaaS is a dynamic and innovative business model that empowers companies to entrust their marketing functions to seasoned providers offering a comprehensive package of customized services. These external partners work in close collaboration with businesses to curate, implement, and manage their strategies and initiatives, ensuring maximum impact.
Such firms offer diverse marketing services. Businesses access them on-demand, eliminating the need to create and maintain internal marketing capabilities. This is particularly advantageous for SMEs or companies with limited internal expertise or resources.
Key benefits of Marketing-as-a-Service
In a certain sense, the concept of MaaS is related to outsourcing marketing tasks, though it is a broader and more comprehensive approach that offers a full range of marketing services on an ongoing basis. Let’s see what benefits it gives.
- Top-notch expertise
One of the primary benefits of outsourcing digital marketing is access to profound knowledge offered by top specialists in this field. You can harness the prowess of skilled experts who are proficient in a diverse range of techniques and strategies.
- Cost and time savings
Another benefit of outsourcing digital marketing is a cost-effective alternative to building and maintaining an internal team. You don’t need to recruit, train, or retrain your employees, and can cut the overhead costs of salaries, benefits, office space, equipment, and time. Moreover, you can now pay for the precise services you need.
- Greater flexibility
Businesses can scale their marketing efforts in a nimble and agile manner, tailored to their specific needs and budget. This empowers companies to swiftly adapt to ever-changing market dynamics, such as seasonal fluctuations or unexpected shifts in business priorities.
- Access to innovative tools and technologies
Trusting your digital marketing efforts to specialized agencies grants your business access to a treasure trove of cutting-edge marketing tools, technologies, and analytics platforms that may be financially burdensome to invest in and maintain in-house.
- Focus on core business activities
This unleashes your business from the burden of managing marketing activities, freeing up valuable internal resources to focus on core business processes. By rendering tasks to external experts, companies can streamline their operations, optimize their internal processes, and direct their energy towards strategic objectives.
- Fresh perspectives and creativity
One more benefit of Marketing-as-a-Service is getting creative ideas from external experts who bring a different vantage point to the table. They are not bound by internal biases or limitations, think outside the box and come up with innovative strategies that will take marketing campaigns to new heights. By introducing diverse perspectives and novel approaches, these specialists infuse creativity and ingenuity into your initiatives, leading to unique and impactful strategies that capture audience attention, foster engagement, and drive better results.
How can you implement MaaS?
There are numerous ways you can cooperate with a company offering MaaS or marketing software development services. We suggest taking the following steps:
- Identify your marketing needs
First, you need to detect the area that would benefit from MaaS most. For instance, if you put an emphasis on content marketing, you may employ an experienced copywriter. If you need stunning videos or visuals, partner with leading digital artists who can create ads or marketing materials of impeccable quality.
- Select a trustworthy MaaS provider
Find a reputable provider with relevant expertise, experience, track record, pricing, and services. You may gather insights on such trustworthy platforms as Clutch, where you can find numerous rankings and customer feedback.
- Define the scope of work
Craft a meticulous blueprint that outlines the scope of work and sets crystal-clear expectations with your handpicked MaaS provider. Map out the marketing tasks with precision, detailing the deliverables, timelines, and desired outcomes that align with your business vision. Establish seamless communication channels that foster collaboration, set reporting requirements that unveil key insights, and define performance metrics that ensure unwavering accountability and transparency.
- Provide your partner with valuable insights
Collaborate with your MaaS provider by sharing insights about your company, clients, and business goals. Illuminate the essence of your brand, unravel the intricacies of your vision, and reveal the unique facets of your offerings. Your partner should perfectly understand your DNA.
- Monitor the process and evaluate results
Keep a vigilant eye on the performance of your provider to ensure they are unfailingly aligned with your marketing objectives. Dive deep into reports, analytics, and KPIs that unveil the efficacy of their strategies and tactics. Provide feedback that is incisive and constructive, engaging in a collaborative dialogue that ignites innovation and propels results to new horizons.
- Maintain open communication
Foster an environment of open and transparent communication that transcends the ordinary, forging a relationship with your MaaS provider that is built on trust and mutual understanding. Ensure that your partner has access to all the necessary information, resources, and feedback they need to work their marketing magic. Address any concerns or issues with swift action, collaborating closely with your provider to overcome challenges and seize opportunities.
Now, let’s see what marketing trends you should follow in 2023 to achieve success.
Recent trends in marketing
Companies must keep a watchful eye on the latest advancements to stay competitive in their industry. By experimenting and combining key trends in marketing, you can achieve remarkable results.
- Unlocking AI capacities
Leveraging the power of AI is one of the most impressive recent trends in marketing. Take the hot ChatGPT trend: this striking solution serves as a versatile tool for marketers, providing valuable support in various areas. From generating compelling content and optimizing it for maximum impact, to brainstorming innovative ideas and engaging with audiences in real-time, it helps human specialists streamline their efforts and enhance customer experiences. Additionally, it provides valuable insights through market research, automates routine customer support tasks, offers language translation services for global communication, and assists with social media management.
- Abundance of short videos
Approximately 86% of firms resort to videos for marketing purposes. But get ready for the content revolution in 2023! Brands need to up their game with short and snappy micro-stories to captivate audiences on TikTok, Instagram Reels, and YouTube Shorts. It’s all about connecting with customers where they hang out and grabbing their attention within the first three seconds. Say goodbye to lengthy content, and hello to punchy, fast-paced videos that win the hearts of consumers with their unique storytelling. Make your mark with content that stands out in the crowded digital landscape of 2023.
- Partnership with micro-influencers
In 2023, influencer marketing is taking a new turn with the rise of micro-influencers. These creators with smaller followings of around 100,000 users or fewer are now gaining serious attention from brands. While big-name personalities charge hefty fees, they offer cost-effective options, with some even willing to promote products for free or in exchange for a sample.
But this trend in marketing is not just about cost savings. Micro-influencers often boast higher engagement rates compared to mega-influencers, with double the average engagement rate of 5%. Brands are now prioritizing long-term partnerships with such players to build larger communities and foster trust and loyalty among customers.
- Enhancing mobile experience
In today’s digital age, consumers are more attached to their mobile phones than ever before. Over 50% of annual online website traffic now comes from mobile devices. In 2023, brands that prioritize mobile optimization will come out on top.
But it’s not just about keeping up with the recent trends in marketing – it’s about catering to the demands of the millennial and Gen Z audiences, whose buying power is growing rapidly. These tech-savvy generations expect seamless and user-friendly mobile experiences that enable them to make purchases on the go. Brands that fail to meet these expectations risk losing out on a significant chunk of the market. Therefore, investing in mobile optimization is no longer a luxury; it’s a necessity for brands that want to thrive.
- Unleashing the power of blogs
In the ever-evolving world, one strategy continues to stand strong: blogging. Far from being a passing trend, it has become an indispensable tool for brands to establish credibility, drive conversions, and connect with consumers.
With a staggering 77% of people regularly reading blogs, businesses have a prime opportunity to capture their attention and leave a lasting impression. In fact, over half of consumers have made purchases from brands after reading one or more blog posts. Blogs serve as a gateway for consumers to discover new brands, learn about their products or services, and develop trust through valuable and informative content.
- The rise of direct messaging
Messaging apps have become more than just a means of casual conversations among friends. They have transformed into powerful customer service channels. For instance, Facebook Messenger, with its authentic and real-time communication, offers a personalized and efficient way for brands to interact with their customers. Unlike traditional email or phone-based customer service, direct messaging allows for quick and convenient interactions that are in sync with the fast-paced nature of modern consumer expectations. It provides an opportunity for brands to build genuine connections and foster relationships with their customers, leading to increased loyalty and brand advocacy.
While chatbots have gained popularity for their automation capabilities, it’s the one-to-one human interactions that truly shine in conversational commerce.
- Storytelling going hand in hand with stunning visuals
Gone are those days when plain text alone could captivate consumers. In today’s fast-paced digital landscape, visual content is king, and brands are taking notice. With platforms like Instagram and TikTok enjoying immense popularity, and millennials showing a strong preference for visual search, companies are shifting their focus towards creating rich visual experiences on their websites.
Visual content has proven to be more engaging, memorable, and shareable than plain text. Enterprises are leveraging this trend by incorporating a variety of visual elements on their websites. Product videos allow customers to see products in action, infographics convey complex information in an aesthetically appealing way, and user-generated content adds authenticity and social proof. Interactive visuals, such as 360-degree views and zoomable images, provide an immersive experience for users, enhancing their engagement and connection with the brand.
- Leveraging the potential of email marketing
While some may think that email marketing is losing its effectiveness, the truth is quite the opposite. In fact, it remains one of the most powerful digital marketing strategies that brands have complete control over. Unlike social media channels that are subject to ever-changing algorithms and policies, brands have full ownership of their subscriber lists, giving them the freedom to connect with their audience on their own terms.
In 2023, companies will leverage the growing need for personalization to take their email marketing strategy to new heights. Generic mass emails will no longer cut it. Firms will focus on creating powerfully unique experiences through automated and triggered sequences that are tailored to each individual subscriber. Abandoned cart emails will be more than just reminders; they will be personalized with relevant product recommendations, enticing discounts, and compelling calls to action, driving customers back to complete their purchase.
- Exploiting the power of social commerce
Social commerce has rapidly evolved from a niche concept to a mainstream way for consumers to shop. With features like Instagram Checkout and TikTok Shopping, buyers can now seamlessly purchase products directly through their favorite social media platforms, blurring the lines between social media and online shopping. In response to this growing trend, businesses are leveraging social commerce to create a consistent and cohesive shopping experience for their customers.
More companies will embrace social commerce by connecting their social media channels with their ecommerce sites, allowing customers to shop directly from their social media posts.
- Making use of push notifications
In today’s digital landscape, providing timely and relevant information to customers is crucial. With automation, companies can now offer real-time responses to customer queries, whether it’s about an existing order or product information. This eliminates friction in the buying journey and creates personalized touchpoints that guide users through the sales cycle.
On-demand conversations will become even more proactive, with brands leveraging push notifications to reengage distracted shoppers. They will direct users to relevant content, provide personalized product suggestions, or offer incentives to return to the app or store.
Marketing-as-a-Service is a game-changing approach that empowers businesses to break barriers and accelerate their growth. By outsourcing marketing functions to specialized agencies, companies can access expert skills, cutting-edge technology, and innovative strategies without the need for hefty investments in in-house marketing teams or resources.
Embracing MaaS allows businesses to leverage external knowledge and stay ahead of the ever-evolving marketing landscape. However, they shouldn’t just passively observe the outcomes of someone else’s work. Company leaders and employees should closely follow the recent trends in marketing to successfully cooperate with external experts. In this case, businesses will unlock new growth opportunities, expand their reach, and connect with customers in unique and personalized ways.