The major­ity of your vis­i­tors and prospects aren’t just accus­tomed to instant grat­i­fi­ca­tion, they expect it. They want a rel­e­vant and engag­ing expe­ri­ence with your brand right from the start. They have a spe­cific check­list of demands, and it goes some­thing like this:

  • Cross-platform acces­si­bil­ity
  • Search results that meet with their intentions
  • Unclut­tered, eas­ily digestible information
  • Clear, straight­for­ward calls to action with no hoops to jump through
  • Mul­ti­ple con­tact paths, includ­ing social media

If you’re not deliv­er­ing customer-centric mar­ket­ing, you’re dri­ving vis­i­tors and prospects straight to your competitors.

The chal­lenges of mod­ern customer-focused marketing

Cre­at­ing a sat­is­fy­ing cus­tomer expe­ri­ence with each and every inter­ac­tion is no easy feat. After all, no two cus­tomer jour­neys are alike. With mul­ti­ple chan­nels, paths, and fun­nels lead­ing to your brand and to the holy grail of con­ver­sion, there are dozens of points along the way where things can go wrong and turn prospects away. It’s impor­tant for mar­keters to under­stand cus­tomer expec­ta­tions, and be pre­pared to meet their needs.

Your cus­tomers want a seam­less expe­ri­ence. To deliver, you must be able to ana­lyze the con­text of how they’re engag­ing with your brand, and use that infor­ma­tion to drive rel­e­vance. This means pulling cus­tomer data from mul­ti­ple sources, then dis­till­ing and con­nect­ing it all to form a big­ger picture.

Customer-centric mar­ket­ing strategies

Your cus­tomers want to engage with your brand quickly and con­ve­niently, through the chan­nels they already use. The key is to make your brand widely acces­si­ble, and deliver on your promises every time.

An acces­si­ble and engag­ing customer-focused mar­ket­ing strat­egy can include:

  • Mul­ti­chan­nel inter­ac­tion with respon­sive design that dis­plays opti­mally on all devices
  • Active and respon­sive social media plat­forms, par­tic­u­larly Facebook
  • The abil­ity to read and post con­sumer reviews of your prod­ucts or services
  • Video pre­sen­ta­tions, tuto­ri­als, and demos
  • Text reminders and instant order con­firm emails
  • Mobile order­ing for in-store pickups
  • Phone avail­abil­ity for cus­tomer support
  • Follow-up prod­uct sur­veys and spe­cial offers
  • Excep­tional cus­tomer service

Mak­ing your brand acces­si­ble and meet­ing your cus­tomers’ expec­ta­tions isn’t a sim­ple task, but the returns are phenomenal.

Mas­ter­ing the cus­tomer profile

There are a lot of tools out there for mar­keters, but most of them offer lim­ited glimpses of cus­tomers and prospects. You might see where Joe Smith lives and works, or that he bought a lawn­mower at the hard­ware store last month, or that he’s been search­ing online for a new suit—but you may not see an aggre­ga­tion of all three.

Insight­ful data forms the foun­da­tion of all per­son­al­iza­tion, and tools like Adobe Mar­ket­ing Cloud enable you to lever­age a sin­gle view of vis­i­tors as they inter­act across all brand touch points—whether that’s off­site acqui­si­tion, onsite per­son­al­iza­tion, remar­ket­ing, or report­ing and analysis.

And user pro­file man­age­ment is just the begin­ning. Adobe Mar­ket­ing Cloud, for exam­ple, also pro­vides an inte­grated mas­ter mar­ket­ing pro­file for each vis­i­tor that gives you access to real-time cus­tomer data for informed deci­sion mak­ing. Com­bin­ing audi­ence mem­ber­ship, behav­ioral data, and con­tex­tual infor­ma­tion, the pro­file helps you deter­mine the best next expe­ri­ence for the user. This mas­ter mar­ket­ing pro­file infra­struc­ture is one of the most impor­tant fea­tures of Adobe Mar­ket­ing Cloud, deliv­er­ing on the promise of a sin­gle view of the cus­tomer and real-time accessibility.

The solu­tions in the Adobe Mar­ket­ing Cloud can help you meet the chal­lenges of today’s customer-centric mar­ket­ing land­scape. Armed with a com­pre­hen­sive view of each cus­tomer and prospect, you’ll be bet­ter able to opti­mize your cam­paigns and take action in real time.

1 comments
BK2014
BK2014

Do you feel Facebook is still the most important social media platform to reach your audience? With the significant drop in organic reach, I would consider other platforms because Facebook won't be going back to the way it used to be. It obviously depends on the product, but if I'm aiming for a younger audience, I'm not viewing Facebook as my main social media platform. I'd like to hear your thoughts on that. Enjoyed the post!