In today’s competitive business environment, companies are challenged to optimize marketing initiatives across channels. To grab the attention of digitally savvy consumers that tap into mobile and social media to obtain information and share experiences, brands are wise to take a “Crawl, Walk, Run” approach to cross-channel marketing.
As the philosopher Lao Tzu said, “The journey of 1,000 miles begins with a single step.” It is important for brands to understand that you cannot do everything over night. Begin by understanding your customer, their behaviors and motivations, their affinity for social media. Once your are familiar with these basic needs, you can build your web presence, and start to grow your email list so people can subscribe to receive updates from you. Companies should also have a Facebook page and Twitter handle. Even if you are not tweeting, having a Twitter handle is a way for others to reference you, and increase your brand awareness.
Once you’ve mastered the basics, you can use a CRM platform to track web visits, conversions, signups, sales and other types of activities and interactions with your brand. With this data, you will be able to start personalizing and tailoring your content to your audience, creating aspirational, diffentiated kinds of content and products, based upon your individual consumer and their level of sophistication. By making your content more relevant, and adding layers of personalization to your emails, you can see an uptick in ROI of 12% to 18%.
Now, at the highest level of marketing sophistication, you will begin to automate your processes, with systems in place to recognize return users and customers, and targeted messaging, including abandoned carts and similar items. These messages will not depend upon your marketing team, but rather will be triggered by an action or behavior on your site, or your knowledge of the individual customer.
Overall, the most important takeaway to remember is that today, customers are very willing to interact and have personal relationships with brands. By personalizing the customer journey, responding in real-time, and delivering a superior consumer experience, you will be able to build lasting, meaningiful relationships.
For further strategies on how to get closer to your customer, and to learn how to put your customer first, check out this video, from Salesforce Marketing Cloud’s session at Social Media Week New York: