With the new year almost here, businesses feel the pressure to not only capture consumer attention, but also turn it into long-term growth. While large global brands might have the advantage of deep budgets and widespread recognition, mid-size local companies have their own strengths when it comes to creating genuine, personal connections with customers.
Think of your favourite local coffee shop: Sure, there’s a chain on every corner, but that small cafe where the barista knows your order by heart is the spot that wins you over. Retailers can tap into that same magic by creating meaningful experiences, turning first-time shoppers into loyal clients.
Intuit Mailchimp’s latest report, ‘How to Grow Your Brand’, provides key expert insights for growth and building lasting connections beyond peak sales. Let’s explore three of them.
- Use AI to enhance customer acquisition and engagement
AI can be a game-changer for brands when it comes to optimising their resources, write Peter Weinberg and Jon Lombardo. Think of it like the printing press making books accessible to everyone; AI is democratising advanced marketing capabilities, making it easier than ever to scale content creation, personalise interactions, and precisely target audiences.
Marketing is more than just clever ads and sharp visuals—it’s about understanding customers, targeting the right audience and measuring success. While it’s easy to get excited about AI’s creative potential, the real magic may be in how it boosts efficiency behind the scenes. By automating the most time-consuming tasks, AI frees marketers to focus on the strategies that drive connection.
For example, AI can use predictive analytics to help businesses get a sense of what product of message customers might want next. By looking at past data and trends, it allows brands to anticipate customer behaviour and make smarter, more proactive decisions.
Marketing platforms today are using AI to help marketers better understand and segment their customers. By analysing data like purchase history or browsing behaviour, AI can deliver real-time insights and build detailed customer profiles, laying the groundwork for extremely tailored campaigns.
- Unlock the full potential of zero-party data
Zero-party allows brands to tap into the benefits of hyper-personalised experiences while keeping consumer privacy front and centre. By encouraging shoppers to proactively share their preferences and intentions, brands gain insights that are accurate and relevant. This not only boosts engagement but also fosters trust, making customers feel valued and in control of their information.
According to Jamal Miller, senior director of product marketing at Mailchimp, today’s consumers expect more than just generic offers; they want tailored experiences. Zero-party data helps you deliver those perfect, timely offers instead of just following your campaign calendar.
Peak sales seasons are when personalisation really counts. With inboxes overflowing, you need to use your data strategically to break through the clutter and win sales.
Zero-party data can be somewhat of a secret weapon, especially with the uncertain future of third-party cookies and the increasing concerns around privacy. Letting customers control what they share can build trust and help you create more relevant campaigns. And gathering data through fun, interactive experiences like polls and quizzes can give you rich insights into what shoppers really want while keeping them engaged.
- Turn your brand’s size into a superpower
Being a growing brand can feel overwhelming, especially when bigger players may already dominate your industry. But as brand consultant and marketing professor Dr. Mark Ritson points out in Mailchimp’s report, challenging larger brands can turn your size into a strength.
By explicitly calling out larger competitors, you not only create a point of differentiation but also foster a sense of community among consumers who may feel overlooked by the dominant retailer.
This strategy, known as a “versus position,” helps capture attention faster than simply stating what your company stands for. It’s a great way to become more memorable, especially if consumers already have mixed feelings about your rival.
Highlighting your unique strengths—whether it’s superior quality, better service, or a more personalised experience—can also resonate deeply with customers and build loyalty.
Ritson highlights niche marketing as another powerful strategy. Mid-sized brands can target a specific audience or product segment often overlooked by global players. Establishing a niche in the beginning allows you to build strong customer relationships and grow steadily before entering international arenas.
A roadmap to success within a competitive market
Despite today’s competitive landscape, brands can shine and differentiate themselves. While there isn’t always a clear roadmap for beating the competition, by implementing strategies like those outlined in the ‘How to Grow Your Brand’ report, local businesses can deliver impactful, personalised experiences that stand out in a crowded market.
For many, a new year marks a fresh start. For brands, it is a chance to revisit their marketing approach and focus on not only capturing attention but also on building meaningful, long-lasting customer relationships that drive future growth.
Anthony Capano is regional director for Australia & New Zealand at Intuit Mailchimp.