Customers are empowered by access to information and it’s changed the buying process, shifting the balance of power to the customer.
Google calls it the Zero Moment of Truth, and it’s the new decision-making moment that happens when customers go online and start to learn about a product or service.
That new decision-making moment happens across channels and devices, with customers interacting with brands and content in real time. Many companies have marketing strategies and campaigns targeted towards specific channels. They may even have a cross-channel campaign that starts in one channel and crosses to another like a contest on a Facebook page that links to a corporate website.
But that’s not enough. The trick to adapting to today’s buying process is to put action plans and techniques into place that let you understand and embrace the interplay between all your channels and touch points –from your website to social media, from email to mobile. You need to create a seamless experience across these channels and touch points, knocking down any silos you may have so that you can listen and learn in every channel and then apply that insight across all your channels.
While this is no small feat, it’s a marketing imperative if you want to deepen engagement and stop frustrating customers and prospects with messages, content, and offers that don’t recognize behaviors happening in other channels.
With insight across all your channels, you can then adapt your interactions, personalize them, and become more relevant to customers throughout the customer life cycle.
Google calls it the Zero Moment of Truth, and it’s the new decision-making moment that happens when customers go online and start to learn about a product or service.
That new decision-making moment happens across channels and devices, with customers interacting with brands and content in real time. Many companies have marketing strategies and campaigns targeted towards specific channels. They may even have a cross-channel campaign that starts in one channel and crosses to another like a contest on a Facebook page that links to a corporate website.
But that’s not enough. The trick to adapting to today’s buying process is to put action plans and techniques into place that let you understand and embrace the interplay between all your channels and touch points –from your website to social media, from email to mobile. You need to create a seamless experience across these channels and touch points, knocking down any silos you may have so that you can listen and learn in every channel and then apply that insight across all your channels.
While this is no small feat, it’s a marketing imperative if you want to deepen engagement and stop frustrating customers and prospects with messages, content, and offers that don’t recognize behaviors happening in other channels.
With insight across all your channels, you can then adapt your interactions, personalize them, and become more relevant to customers throughout the customer life cycle.
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