Strange as it may seem, modern, state-of-the-art, digital marketing is find wisdom in the principles that were present there a thousand years ago, in early trade – on the medieval market
for a long time these secular principles does not matter. Technology has your brand into the homes of potential customers, but you were still away from them. You might get away with promises that you do not really need to keep. Then, when the mail order mass market has emerged, companies had even more to see their customers to earn their profits.
But we live in a very different world today. Technological advances have placed in our pockets that was once considered supercomputers, and blazingly fast processing speeds and almost universal Wi-Fi possibilities made real-time communications with your customers not only possible -. but as expected
In 2014, the number of connected devices exceeds the world’s population – and growing number of devices that customers have access to is also changing the way they want to interact with brands through their customer experience. Smart thermostats, strips of fitness, cars, solar panels, and even toothbrushes are now connected; and you need to create, relevant seamless exceptional experiences for your customers -. or risk doing irreparable damage to your brand
Villagers and merchants of medieval market
marketing consultant noted Mark W. Schaefer describes the interactions between villagers and traders the medieval market and calls four distinct characteristics of these experiences:
1. They were very personal and interactive.
“You were face to face with your seller, looked them in the eye, and purchased with a firm handshake. You bought those goods that you know and trust.” Today ‘ hui, you must know your customers’ needs and wants, and you can determine with a high degree of accuracy with hundreds of analytical data pieces is available.
2. It was Immediacy.
“If someone feels wronged or cheated, you knew right away.” With access that customers today have to almost unlimited information, you’d better be right with them all along the way – the opening up to the description of the product for support after-sales and everything else
3. Success depended on word-of-mouth.
“The most successful traders know that the reputation of word-of-mouth was essential to keeping your business and that the partnership with influencers could help spread the word about their business . “a satisfied customer will tell members and family friends half a dozen. Dissatisfied customers, on the other hand, will display their negative experiences on social networking sites and say 500,000 people! Today, cross-channel communications and personalized customer experience help ensure the relevance of your brand.
4. It was necessary to connect Primal.
“People … love the social aspects of the market, and above all, to talk about their new discoveries.” The social and networking opportunities today allow people to instantly share their shopping experiences, have fun with the good – and ranting on and on bad
the technology of today, according to an Econsultancy report on real-time marketing, allows us to design a continuous experience greater, the one who “communicate dynamically and systematically with a consumer using timely data input and a custom message as output.”
To Evolve or dissolve?
not all companies retool and become digitally savvy. Forty percent of Fortune 500 companies in the S & P will most likely be unable to evolve to meet the expectations that accompany new technologies and shutter their doors in the next 10 years.
“The bar in the customer’s mind is extremely high,” said Wade Forst, senior director of emerging experiences at Razorfish. “Their expectation of consistency and transparency and customization is very high. They do not care silos and your organization, and they will not be treated as a new guest each time they go out of technology and . in another or in the real world “
customers expect brands to offer continuous personal experiences that connect their mobile web interactions with relatives bricks and mortar – and improve both. And everything is becoming a channel because of the Internet of Things (IoT). The bulb thermostat and your client are now your customers!
Future-Proofing Your Organization
There is a significant challenge. So what can you do to make sense of all the pieces and start the scalability of your organization? After four ways you can both succeed in today’s world -. And prepare for the world to come
1. Know your connected experience capabilities.
Start by understanding how you can create experiences online now and go from there. This process includes a detailed verification of the channels you already use, evaluation of new channels that you could use, and a realistic assessment of how much effort it will take to create or reuse content through these channels.
2. Show Tours of your key personas.
You really need to understand who your customers are and what motivates you. And because things change so quickly, you will need to continually reassess your understanding. If you are constantly dive into what your customers, you will always be ready when new channels or opportunities.
3. Look Into the Future.
As you’re looking forward, it is important to focus on the experience you deliver instead of the products you offer. Certainly, the products are still important, but the competitive advantage simply can not give you the same head start in the past.
4. Build your Connected infrastructure.
Now you have a pretty good idea of what you are capable of, so the last step is to reorganize your business and build an infrastructure that makes creating these connected experiences possible, .
Fortunately, while the process of becoming an experienced company that really delivers connected experiences requires work – it’s worth it. huge opportunities are on the horizon, and if you start moving now, you’ll be ready to take advantage of them in whatever forms they take.
You can learn more about building the company’s future in new white paper today information-rich Adobe, the sum of its parts.