Strategy, Technology, Management, Digital Marketing for best Customer experience

Organizations need to take ownership to ensure that their marketing and advertising strategies are not merely creative and interesting, but also add real value to their customer and prospect’s journey and experiences with their brands.

So what makes a campaign today stand out?

What aspect or ROI or campaign result defines who gets to be termed as the best digital marketing professional or the most influential digital marketing leader today?

The answer in fact is very simple – Someone who delivers value consistently to both, the brand and its end user.

So as a professional digital marketer, you need to think and focus like an entrepreneur today more than anything else.

Why?

Because digital marketing and digital advertising have blurred the lines between being simply creative and innovative and are heading towards an era of taking ownership and responsibility for their campaign results.

Let’s face it!

No one wants to be an advertisement banner or a printout or a hoarding today where it is “presumed” or “assumed” that ‘x number of people’ would see that ad just because there is a crowd of users passing by that street every day or because “x” number of users have subscribed to your newspaper or magazine?

Why would you, as a responsible marketer want to waste your organization and stakeholders money on an assumption based data?

On similar lines, what’s the point in wasting your money booking stalls at so-called ‘hot locations’ wherein at the end of the day you not only have spent millions from your budget but end up experiencing no engagement or footfall that has the ability to transcend anything of real value for your business.

Especially, when you can display the said advertising creative and message across platforms that deliver real-time metrics across truly focused and targeted end users and prospects at the right time with custom messages.

Here are few guides that will not only empower your organization’s digital marketing campaign by integrating digital strategy, technology, management and digital marketing for best customer journey and experiences but also truly enable you to personalize their buying preferences according to their real needs for eg using omnichannel marketing.

1. Analytics: Big Data, Social media metrics, digital marketing analytics, google analytics, facebook insights, twitter analytics etc goes a long way in understanding buyer patterns, consumer preferences, customer expectations and real needs of end users today. For eg. As a digital marketing professional handling key roles, responsibilities as a decision maker in the form of a CMO, CFO, CEO, CTO, CIO, CDO, Director, VP etc of an organization you are today accountable for the budgeting decisions along with the justification of the results for your organization. So, empowering yourself with the right analytics helps you to design a story with and about your brand for your customer in a way that truly resonates with their needs and demands. At the same time, it helps to add great value in their lives as they understand that as a brand or an organization, you are really listening to their feedback no matter what to make their lives, experiences a lot better.Recently, the CEO of GAP listened to the feedback from a 5-year-old girl and the result was simply amazing.

Here, while using data to understand customer experiences and journey better, listening, responding to their feedback allows you as a marketer and advertiser today to identify the strengths and weakness of the campaign, product, sales and marketing teams, back-end support to ensure the end users get the best they deserve.

Creating customized packages for such end users allows you to experience tangible ROI for your organization and at the same time win brand ambassadors for life.

2. Role of eCommerce:

It’s the era of making purchases online, there are no two ways about it. Customers prefer to buy majority of the products as marketers and advertisers team up to ensure they are able to recreate real experiences of shopping in the virtual world as the customer would experience offline. The greatest example of such success is Jeff Bezos today stands as the second richest man in the world. Amazon has and is consistently delivering unbelievable customer experiences by integrating best eCommerce site UI, extremely easy to purchase and checkout steps, custom designed preferences and showcasing products based on your browsing patterns, one click solution for making purchases through products like Amazon Dash and so much more. Ecommerce today needs to ensure that not only are they as a brand making things available to end users, but ensuring that they are making the right things available to the right set of users. Which means, going beyond usual demographics of location, income groups, age groups and gender. The world today has shrunk into one global village so creating a cohort of users simply based on age-old metrics would never work. Rather, ensure that your eCommerce site and eCommerce strategy are able to bring together the customer needs, fill the time gap of logistics, enable optimum customer comfort in terms of return and or refund policies and at the same time, make shopping as real as possible.

3. CUSTOMERS – They are so much more than just a one time revenue stream today: New era of Customer acquisition, lifetime value and engagement is here: Organizations need to take aspects like customer acquisition cost, customer lifetime value, engagement per customer etc into their tracking and measuring metrics. It’s no longer just about making one purchase from your brand or eCommerce site or placing an order on your app or blog once. No! The focus today is “lifetime”.

4. Employees: Empower your greatest brand ambassador – Your employees: Organizations most often than not tend to forget that their greatest asset are their own employees. Especially in today’s world, wherein employee engagement, employee advocacy, employee skill development etc play such crucial roles, designing a customized process internally to increase their corporate training, digital skills, helping them deliver better, be more productive and all of this when integrated with their employee development program brings out the best digital transformation process an organization could hope for. At the same time, such ideas, strategies and process ensure that the best employees get trained on the best tools, concepts etc which will also bring about healthier competition whose rewards can be in the form of business perks, salary hikes, compensation additional benefits like better lifestyle perks, focused perks in the form of mindfulness, family outing at exotic resorts, employee appraisal in the true sense of the term and most important of all, ensuring sincerely that the organization truly cares about those employees who are really ready to be one with the vision of the organization. Such employees become your greatest evangelists and brand ambassadors. So asking the right set of questions of what motivates them, will go a long way!

Management by objective works if you know the objectives. Ninety percent of the time you don’t ~ Peter Drucker

The Leadership mantra today with respect to Management brings together managing business success, digital disruption and customers all at the same time.

Strategy, Technology, Management, Digital Marketing, when they are truly working towards a single goal today, enable you to create a story, personalized shopping, customized products, easy buying process etc to ensure truly a remarkable customer journey and experience.

Remember, it’s not just about new age media tools and creating fancy ads anymore.

It’s about bringing together your employees, organizations vision, mission, goals (both short-term and long-term goals) with a clear focus to create a story that appeals and connects in a humanized version with your prospects and customers in the long run that delivers value and brings revenue, loyalty and organizational growth in every sense of the term.

Do share your thoughts and queries on this with me here, would love to hear from you.

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Best Regards & BE WELL

Ananth V

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