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.