Digital marketing has gradually evolved over the past two decades. The marketing teams grew from simple websites management, management of dozens of Web properties and management of email marketing, search, display, social media, and mobile. New, often disparate, technologies are implemented each time an additional channel is added.
With a renewed focus on the customer experience, it is more important than ever for traders to rely on a complete digital basis. Companies that have this foundation stand above their competitors because they are ready to answer rapidly growing list of challenges to the age of experience throws at them.
expectations of customers superior digital Marketing Impact.
In a world of increasingly mobile, people must be able to complete all the tasks in any place, or at least start the process or trips in a single location or a device and seamlessly complement another.
Moreover, people want the experience to be both relevant and personal. They await the opportunity to vote on board an aircraft, called a car service, order food, get into a stadium, check into a hotel, a concert, buy a car, take the subway, and much more on their own terms – and any embedded technology in their phones, watches, or any device they choose.
The experiences and campaigns have something in common.
Providing a consistent customer experience requires a common set of tools and processes. Companies need to focus on building foundations that centralize the building blocks of creation and delivery experience :. Customization and analysis as well as the countryside, assets and public management
1. A centralized layer for content and campaign management
by combining the processes used to assemble and deliver campaigns for websites, mobile and email, you can ensure the consistency and quality of experience. The goal is to allow the active, messages and offers related to a marketing campaign to be easily repurposed, delivered and optimized the customer engages with the brand through channels or devices. Think of “design once, use repeatedly” while personalizing your message for each channel and the public.
2. A common layer for audiences and Customizing
Companies need ways to assemble the content differently for individuals and customer experience. For example, if your web page does not change its content to reflect a search engine query or action in your mobile, you are opportunities to improve the customer experience through the missing customizations. When done, customization can reduce the number of steps customers should take to complete their journeys given by providing more relevant information at each stage.
Provide wide personalized experiences also requires public management, facilitating the creation of complete customer profiles. The heart of the management of the audience is a powerful combination of first-party data, plus the relevant information from the second party, and then further enhanced with data from third parties on the open market.
3. A common pre-engineering Analytics layer in all channels
Customers leave fingerprints on each screen and the channel they visit . If you actively listen, you can make sure that you assemble the right content and target based on the rules for each channel, campaign, and the public. But this requires a centralized approach to analysis -. An approach that includes behavior on mobile devices, in applications or on websites and connects them to specific individuals that they are anonymous or authenticated
4. Security for all layers, processes, and data Touchpoints
your customer information, permissions and preferences are gold – but only if you do not violate the trust of customers! An important element of confidence communicates how you use and secure your valuable data about customers. It is important that your organization establish a policy of transparency when communicating what you do with the data collected – and then you have to manage this policy. Another important step for security ensures that your business meets all safety standards and relevant compliance such as FedRAMP, SOC 2, HIPAA, GLBA, and / or ISO 27001
The key to securing customer data is to build a base where all touchpoints, channels and campaigns can share the same centralized customer profiles -. With a common security, authentication and personalization layer on top of that
These steps will help you build a foundation Experience-Based.
As we have seen, there is room for improvement of foundations based on the gradual adoption of digital marketing disparate toolsets. Here are some steps to consider as you move toward a more basic experience-based:
1. Prioritize the capabilities you positioned for growth.
2. Determine what your ultimate basic skills should be.
3. Finding common ground on which you can start building now.
The Plan is redefined – and your future depends on
Digital super-core brands – like Uber, Lyft, Airbnb, Netflix and Amazon – have created new industries offering innovative customer experiences. If you want to be a leader – not just have your business survive the wave of digital transformation, but thrive by riding there – your organization must fully embrace the complex needs of its foundation based on the digital experience. To learn more about building a digital foundation based on experience, be sure to read our guide to The Plan redefined .