Many companies today are in the midst of a digital transformation. Not only do companies need to meet and surpass challenging acquisition and retention goals, they also must stay ahead of a rapidly shifting marketing and technology landscape. This has lead to a situation of Marketing Technology and Information Overload.
Aside this: Today's consumers are inundated with a mix of marketing and advertising messaging from multiple brands across a variety of devices.
So how can you avoid getting distracted and focus only on building and driving engagements with your customers using Marketing Platforms?
I've outlined five tips to help avoid this situation and achieve your KPI's.
1) Identify your audience:
Before you can build engagements between your customers and your brand, you have to know who they are and what their pain points are.
To start your customer journey maps, identify your current customers. Who do you reach now? What other audiences would you like to reach? Some of the questions to consider include:
What are the demographic details that unite them?
What is a day in their life like?
What are their goals and challenges, both at work and at home? etc..
Buyer sentiment has been constantly evolving and historical buyer sentiment is as good as last summer. How can you develop a data driven MOPS to capture real time customer sentiment? Let's take a look at various options, below.
2) Capture real time customer sentiment:
As they say data is the new currency and data driven organizations, always find themselves a step ahead of their competition. If you are starting from scratch, you should always focus on learning the sentiment of your existing customers - In the digital world, here are some options to capture customer sentiment in real time:
Qualtrics XM: One of the most advanced and intuitive customer feedback tool that enables Marketers to capture real time feedback, whether your customer are checkin and out in a physical store OR on a digital Platform, this tool, enables customers to share their sentiments by doing what they are best at 'Click and Tap'
Typeform: If you are a digital business - This is the only tool you need to help you capture real time needs of those visiting your web portals.
Adobe Experience Manager: Best in the breed digital experience platform that enables organizations to deliver effective personalizations to their customers and helps in establishing a data driven culture.
Something, crucial to consider, before we embark on this journey:
Their are a lot of tools which are available to help you get there - But it's important to understand, how much your department / organization is prepared to invest in learning these tools and driving ROI's to help you achieve your KPI's.
Ensure, you either have healthy data practice established OR it's always good to start with addressing poor data quality.
Since MarTech functions in an integrated manner - Always take help from agencies who have a consulting practice in Salesforce, Automation etc - To help you focus on driving Engagements and not get confused about learning new tools and setting them up.
3) HyperAutomation:
Why spend 100 hours to carry out something which be done in less than 10 seconds?
Hyperautomation is end to end automation accomplished by harnessing the power of multiple technologies, from RPA to Machine Learning and AI.
Hyperautomation provides a high-speed route to engaging everyone in transforming the business, supported by automating more and more complex work that relies on knowledge inputs from people.
Courtesy Automation Anywhere
AI is what differentiates Digital Workers from standard automation approaches—making RPA+AI the essential ingredients of hyperautomation.
These 3 considerations are just a minor aspect of building more engagements with your customers. Other considerations include, but not limited to, employee empowerment, efficiency improvement via automation, the ownership of a complete digital transformation or overhaul and much more.
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