As digital marketers, we are in the early innings of a whole new ballgame. Forrester Research calls it the Age of the Customer. I like to think of it as the era of Connected Consumer Conversations.
Behind the ability to link points of consumer-brand interaction is the ability to integrate marketing technologies as well as disparate data stores; however, getting to that level of integration – one that’s real-time and seamless enough to create the elements of a perceived conversation versus a campaign – remains a cloudy challenge for most marketers. So many touted technologies become integration projects instead integrated solutions.
But it’s early.
Not that long ago, brand strategy was based on messages pushed out to market where salespeople were the sole gatekeepers to product information. If you wanted details about an item, you had to get in touch with a salesperson or read a brand-provided brochure. Your perspective (the entire brand relationship) was shaped and controlled almost entirely by the company. Today that simply isn’t the case. With the abundance of content available online (details, videos, pins, reviews, forums, and more) and the adoption of smart phones to access product information at anytime from anywhere, the customer now takes control of the brand-buyer relationship. Overall, marketers have risen to the occasion, taking an omni-channel approach to make sure all the bases (and possible points of consumer interaction) are covered.
Unfortunately, this isn’t enough.
Now that the customer is in control, their expectations are quite high. While to some marketers “personalization” meant including the person’s first name token in a subject line, today it’s about relevance. Individuals want to be treated as such. “Show me you know me” is the gauntlet. Marketers must respond, armed with data and insights for a deeper understanding as well as the ability to execute on that understanding in real time to provide the level of engagement consumers now expect.
Omni-channel isn’t enough because it actually may be too broad. A better approach is to use your understanding of your audiences and connect specifically with them where they are in a manner that resonates, supporting both your brand promise and your customers’ needs in the moment.
It’s no longer about campaigns. Instead, it’s about having a coordinated marketing approach across touch points – from that first display impression to all interactions that follow. In fact, we’re hosting a special webinar on the topic on Wednesday, December 1st. We’ll take a deep dive into what these connected conversations look like, as well as provide you with specific tactics to get it right.
Get the registration details here: www.digitalmarketingsuite.com/webinar.