It is well documented that customers' expectations are rising rapidly as their personal experience with connected technologies increases and becomes embedded more into day-to-day activities.
Yet many businesses are falling behind in providing a unique, personalised experience through all their channels. But these connected experiences create preference and loyalty, and keep customers coming back.
This is not a new concept. Traditional shops of the past often knew the name and shopping preferences of each customer. What has changed is that getting the right product to the right person at the right time has become increasingly complex amid an expanding number of new channels, technologies and customer expectations.
In a digital world, consumers move seamlessly between offline, online and mobile channels. This blurring of the lines requires organisations to stop treating digital as a distinct channel and create an integrated customer experience through all channels.
Companies must aim for a more personal relationship with their customers. A one-size-fits-all approach will become less and less effective as consumers become highly heterogeneous and global, with very diverse preferences, cultures, technology awareness and socioeconomic backgrounds.
Personalising the marketing message may seem challenging, but it can be achieved by using a structured road map and an integrated marketing strategy. These are developed from a data strategy that creates a single view of customers with detailed categorisations. The transition to personalisation therefore becomes easier and the journey towards true multi-channel personalisation more achievable.
Despite its complexity a multi-channel approach brings tremendous opportunities for organisations to capitalise on its benefits that range from building new strategies and selecting the right enabling technologies to remaking the marketing function.
Understanding your existing marketing mix and its effectiveness is key, you should consider the following to achieve this
- Creating a single customer view - personas and behaviour mapping.
- Designing and developing end to end customer journeys for the whole experience lifecycle.
- Investigate the cost and benefit of marketing automation on your existing business/customers.
- Developing integrated marketing campaigns (multi-channel) to test the theory.
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