It's All About the Customer's Sandbox
Because customer experience is replacing mass advertising as the preferred customer connection, marketing pros must also shift gears and incorporate greater complexity in their program. Why? Because the accelerating pace of technology change, mobile lifestyles and an explosion of potential marketing channels (connected objects and locations) have already begun changing marketing.
By 2020, based on new interactions created between you and your customers, vast innovation will be viewed on small screens. The three technology-specific trends expected to have the biggest impact on marketing organizations by 2020 include: Mobile devices and networks (59%); Personalization technologies (45%); and the Internet (39%).
Now more than ever customer analysis will include factors such as demographics, psychographics, clickstream (purchase behavior), customers’ devices or locations, the content they’re viewing, or other data points. Yet, defining a “best” customer profile requires deeper evaluation:
- Uniqueness: Is the data specific to the user or common to a target sector?
- Privacy: Does the data require a customer’s permission or consent?
- Applicability: Will the data apply across marketing and business processes?
- Value: Will the data help a marketer meet key performance or business goals?
Marketers identify one customer profile that strategically integrates marketing analysis, creative development and marketing automation capabilities. All which helps marketers sustain the customer throughout the transaction.
It’s no surprise that marketing complexity has accelerated. 2020 will see noticeable marketing practices changes, resulting from heightened technology changes, mobile lifestyles and a significant increase in marketing channels. Specifically, these technology trends will be mobile devices, networks and personalization technologies.
Today the top three channels that link you and your customers include: Mass-media print channels first, Television, and Radio last. Not surprisingly, interactive media conduits like the WWW, social media and e-mail rank the highest.
Looking ahead, customer marketing channels are predicted to see social media increasing sharply while the WWW will decline. By 2020, mobile apps and mobile web will overtake e-mail as a top channel to the customer – it is already happening. This migration suggests that the top three channels to the customer will be those focusing on personalization and engagement, while the bottom three channels focus on publishing.
Win, Nurture & Retain Customers
So, expect and prepare for changes in your traditional marketing approaches. These efforts should adapt to a well-defined customer profile, then drive that personalized customer experience across platforms at every touch point. Meaning that as data and analytics skills alter marketing strategy, a new model of value and exchange - based on personalized customer experiences - must evolve.
Why? Because a customer ‘experience-based’ marketing approach is a better model than advertising in a crowded, information-rich marketing environment. Besides, you must interact with prospects and customers in their sandbox ... because your competitors certainly will.
Converting your marketing dynamics can be tricky … HQZ Experts understands that and will assist your marketing shift to prepare for the shift.