Consumers of the current digital age are more connected than ever before. With the lines consistently blurred between the digital and the physical worlds, consumers differentiate less between the web, mobile or in-store experiences. In fact, the average consumer comes into contact with a brand at least five different times before buying.
Mobile is leading the charge with devices and wearable tech making it quicker and easier to access information than ever before. Make no mistake, this is a new generation of consumers where they are in control.
However, this also means that they expect more. Each encounter with every brand must be effortless. Convenience is key in this process and a lot of marketers have struggled to adapt to this. Luckily, Adobe is here to help you master the dark art of the customer experience. With the help of our Marketing Podcasts, you will be able to reinvent the customer experience and revolutionise your marketing.
Take Dr. Carmen Simon, who is a cognitive scientist and founder of Rexi Media. He found that people forget 90% of what marketers show them. It is therefore our job to guide them toward the 10% that they need to remember. To do this, you need to apply what is known as the “single selfish benefit” or the SSB in order to target consumers. You need to link that 10% message to the SSB. Not too challenging a task!
It is important to remember that delivering a great experience doesn’t have to be too difficult. Think of the great experience as part of your brand. In an excellent CMO.com blog post, Jeff Pundyk, Vice President of Global Integrated Content Solutions at The Economist, explains that when done well, customer-experience initiatives can reduce costs, increase profitability and, most importantly, improve customer retention.
It’s clear that marketers have to target consumers directly in order to remain competitive in this digital world. The traditional way isn’t always effective anymore and you, as a marketer of the future, cannot be afraid to walk away from it. The path to innovation is never easy!
Listen to ‘Reinventing the Customer Experience’ and get ahead of your customers’ expectations.