Lots of studies are being released that are capturing just how frustrated customers are with the marketing they’re receiving. So, to help you out, here are 5 tips to help you raise your multi-channel marketing game:
- Think less about campaigns and more about journeys – The path to purchase is often depicted as a circular journey. But we know that buyers actually follow a non-linear approach to researching options and making a purchase decision. Of course, this can include many starts and stops and varying levels of engagement and diversions at any given moment. It may appear sporadic and nonsensical, but to the consumer it’s completely logical. At the same time, buyers expect personalized interactions with your brand. Anything less and you risk them turning their attention to your competitors as we know that 89% of customers will leave for a competitor following a poor experience.(RightNow Study)
- Walk the journey yourself – Have you recently signed up for your marketing? The flipside of the above is that you think your marketing is completely logical but to the recipient it may seem nonsensical with lots of tangents. Take a walk through their shoes and grade yourself.
- Bring your response data together – Customers and prospects won’t always respond via the channel or device you expect. You need bring your response data together and connect the dots for a customer or prospect’s journey. But that means tearing down your email data silos, your mobile messaging silos, and web data silos…among others. Further, you’ll be surprised at the insights you uncover about customer preferences that may affect your marketing mix.
- Amplify your data and content with context to deliver exceptional experiences – A lot of focus from marketing thought leaders has been on data and content. In order to amplify the content and truly deliver exceptional experiences, you need to engage customers in context. That means knowing what’s going on right now and knowing what they’re trying to do. However, if you don’t have a context engine to help you make decisions about which piece of content is most correct via the customer’s preferred channel during each interaction, you risk delivering a poor experience and losing that customer.
- Start thinking localization – Business is global, but it’s increasingly obvious that marketing has not yet joined the global party. In a study by Oban Digital, just 41% of marketing respondents say that they customize online communications for international consumption. But 30% acknowledge that they simply “did not do enough of it” when it comes to internationalizing their websites.
These pointers may well just help you course-correct your multi-channel marketing approaches and the impact and benefits will be clearly seen in the outcomes for the end user.
Image: Alan Berning