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Marketing in the Connected Consumer Age - Are you meeting customer expectations?

Stakes are high for brands to meet the expectations of today's digitally connected customers.  Customers are in control.  They know what they want and they know that brands are 100% focused on getting them to engage, interact and purchase... repeatedly.

So how do we do it? How do brands succeed in today's digital ecosystem, win the loyalty of the connected consumer and meet customer expectations. This has been a topic of deep discussion among colleagues and clients and no matter how the conversation goes it seems to begin and end with the same question-

 

Who is the connected consumer?

 It comes down to this:  They are digital natives- they are self-sufficient, informed, loyal, discerning multi-taskers living in a multi-screen, on demand world.  They have access to information, content and experiences like never before.    They are willing to give, if they see value in what they get; they expect ubiquity, reciprocity and relevant, contextualized content delivered to them in real time.  They have a very singular view of brands and they want to experience your brand from wherever, whenever and in whatever channel they prefer at any given time.  They expect your interactions with them to be personalized based on their needs.

 

So what's changed?  This is nothing new... we know this, nothing has changed for them...but for brands what has changed is their ability to keep up with consumers changing needs.  This means brands have to know them, understand them, track their behaviors, and understand their journeys in order to deliver personalized, contextualized, human experiences across channels.  The focus is less on brand building, awareness and campaign strategy in the traditional sense and more focused on data, analytics and cross channel personalization.  The focus is on understanding each customer's experience.

 

What's changing is the way we engage with customers

In order to understand each customer experience we need to collect and use data to make decisions that create value for customers.  Questions being asked -

·         Who are the most profitable customers and what's the best way to reach them?

·         How can we increase repeat customers and incent cross channel purchases?

·         How can we collect online & offline data frequently enough and then share it within the organization to use it to make better data-driven decisions?

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The way to effectively optimize cross-channel efforts is to bring together data from all marketing channels and get a complete picture of how your customers are interacting with your brand. Brands use data to get insights into customer behavior across channels, identify visitor paths and patters, influence online marketing campaigns, identify mobile customers, identify their preferred devices and deliver an optimal experience. 


Brands have to make the most of available tools and technologies

The tools and technologies for better data collection and management, analysis, reporting, automation, pipeline management and budgeting and planning are available today.   It's what you do with the tools & technologies that matter.  Brands have to determine what's right for them, what their goals are and how a digital view of their customer makes a difference to them and to the bottom line.

Brands have access to data and analytics from multiple sources and use multiple tools and technologies for better performance measurement, reporting and campaign analysis. However, there is no silver bullet to analytics and iteration.  You have to identify the metrics that matter and keep refining your solutions.  The goal is to move fast and frequently to deliver the most relevant and valuable customer experience at every touch point. 

 

You need people

Brands know that if they deliver personalized, relevant experiences then customers will convert- but conversion doesn't just happen, you have to understand the customer, have the knowledge and leverage the data, for that you need people.  Successful brands create customer-centric organizations and empower cross functional teams -

·         Align marketing efforts with business objectives

·         Identify key metrics and measure marketing ROI

·         Analyze and synthesize the data, find actionable insights and make strategic decisions


Brands need people to manage marketing resources, training & development, organizational change and most importantly understand the connected consumer and what that means to your brand.

 

To learn more

Join Infosys at Oracle Open World to learn about the marketing impact of the "Connected Consumer Age" and how to optimize multi-channel marketing strategies based on data and insights.  Gain insights on how to leverage the data you are collecting and manage customer experiences across channels, meet customer expectations and increase revenue performance.

 

Customer Experience Management
Marketing in the Connected Consumer Age: Are You Meeting Customer Expectations?
Session ID: CON10740

Moscone West - 2014
10/1/14, 11:30 - 12:15

This blog is posted on behalf of Andrea Cusano, Principal - Business Consulting, Infosys.

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