The key to developing profitable, long-term customer relationships is finding a way to personalize the customer experience. According to a study by Infosys, 70% of American consumers are encouraged to spend 13% more with companies that offer stand-out customer service. In response, marketing is increasingly moving away from mass, push-based marketing strategy to one that learns from and adapts to the consumer.
Nothing can fragment a marketing meeting like the subject of segmentation – and I don’t mean that in a good way. People are using market segmentation and customer segmentation interchangeably and while arguably one shouldn’t exist without the other, they are quite different and need to be treated as such.
The new Star Wars film is finally here, and a lot of folks are committed to watching the trilogy in preparation – because in order to know where you’re going, it’s good to remember where you’ve been.
Similarly, marketers have to the same thing this time of year. After months of grinding out holiday prep, the budgeting and planning process keeps us looking forward. But what happened in 2015 to get us here?
The changing seasons have many of us shifting – our wardrobe, our activities, our focus. The kids are back in school; we’re rounding third toward the end of the year and the colder weather forces us indoors to face the inevitable seasonal closet cleaning. While many of us agree that decluttering feels pretty rewarding, some are taking it to a whole new level.
In the age of ride shares and tiny houses, consumer behavior is changing. And as the upcoming generation is thinking mortgage/marriage/family a little later in life, this leaves a tremendous amount of space to fill. With what? Not things. Experiences.
We live in a multi-channel world. Consumers not only use more than one channel to make a purchase, they often use those channels simultaneously (checking online prices in stores, watching TV while browsing on their laptops) There are many factors that affect the quality of the cross channel experience. Externally, messaging, visuals, and functionality are all critical while internally marketers need to button up things like offer optimization, attribution modeling, and analytics.
Your customer walks in to the store to purchase a widget. Two scenarios could happen:
The customer walks up to the register and the associate asks if they were able to find everything they were looking for. The customer says yes, pays and leaves.
Marketers have the opportunity to make smarter, better informed, more strategic decisions about the way they do business and allocate their budgets. That opportunity is a real one and it already exists as untapped potential within their organizations. Their data needs to start meaningfully contributing to the bottom line. Marketing data needs to get a job.
Consumers are connected to the brands they use in more ways than we could have imagined just five years ago. Today, consumers are reaching out to the brands, and no longer wait for brand initiated conversations.
Irony can be really helpful sometimes. Take for instance an email offer I just got promoting a webinar for key considerations, strategies and next steps for optimizing offers across every marketing channel. I run a company that specializes in cross-channel offer optimization, so this is a pitch-perfect message to me. How could I resist seeing how someone else approaches the hard work of leveraging data, offers, content and all human touch points to achieve frictionless commerce bliss? Eagerly, I clicked through the email and ended up on a landing page that – of course – wasn’t optimized for mobile. Ha.
We’ve all done it: on the train, in the waiting area, enjoying a cup of coffee and browsing our phones. Then we go back to our desktop (or laptop) to make a purchase. According to the Accenture Seamless Retail Study, we’re not alone: 91% of shoppers find the experience of shopping in a physical store to be “easy or very easy” while only 32% of consumers shopping via mobile feel the same way. So why the disconnect?