Once considered a Holy Grail of sorts, digital marketing is now set for a sea change. As customers who have come to expect personalised, relevant content at every touch point cease to recognise boundaries between channels, marketers are left wondering what’s next. One aspect … “Discover Experience Marketing” is a new system within digital marketing arena, wherein marketers are required to know every customer and shape each experience in a way that delivers value for both parties over the lifetime of a business-customer relationship.
But nothing stands still. Marketers have recently been in the business of channel management; new digital channels—especially social networking and mobile—have emerged that give customers greater power to educate themselves, influence others in the decision-making process, and engage with brands wherever and whenever they want to. Customers have become more aware of the digital data they generate and how it can be used to help make interacting with brands easier; they expect marketers not only to use that information but also to use it wisely. What is certain is that traditional mass marketing tactics are not tolerated anymore.
There have been two key strategy drivers in the digital marketing era, with some companies deepening their customer relationships by making their marketing more personal, whereas other companies have focused on breadth, making sure they have better coverage across more channels. The most successful companies have invested in marketing technology that allows them to do both, setting the bar for relevance in their industries.
Although just being relevant at every touchpoint is key to delivering a superior customer experience, it isn’t the same thing as Experience Marketing. Experience Marketing amalgamates all interactions a customer has with a product or brand, in both the digital and real worlds, into a continuing, compellingly relevant, composite experience that wins customers for life.
This is a more holistic approach to marketing that is more integrally connected to customers as well as the business. As a discipline, Experience Marketing requires you to know every customer and shape every customer experience in a way that delivers value for your customers as well as your business, over the lifetime of the relationship.
So, technically speaking, are you ready? Customers have already accepted the blurring of the digital and real worlds. They are ready for Experience Marketing—digital influences everything your customers now do, and even in the “real world,” they are looking to digital to enhance their offline experience. Experience Marketing, based on a holistic, integrated view of customer and business expectations, still seems like a nice-to-thinkabout vision of the future.
Finally as per Walker Insights, “The customer of 2020 will be more informed and in charge of the experience they receive. They will expect companies to know their individual needs and personalize the experience. Immediate resolution will not be fast enough as customers will expect companies to proactively address their current and future needs.”
1. “Nielsen Digital Consumer Report,” February 2014
2. “Sitecore” Discover Experience Marketing
3. walkerinfo.com/ “Customers 2020 Report”