Tips for successful digital marketing and customer experience Creating great customer experiences separates market leaders from the rest of the pack. Adobe Summit 2017 provided important digital marketing ideas, best practices, strategies and nuggets of wisdom shared during the summit
Digital transformation is ‘all or nothing’
The pain points many organizations face today: The need to stay ahead of competitors, the struggle to achieve digital transformation, and, above all, the need to deliver exceptional customer experiences.
Just when we think we’ve figured out our strategies, new experiences and technologies emerge, creating more fear across industries than ever seen.
Most every company has its version of transformation today, or soon will. Preserving the status quo is not a business strategy. Digital transformation is all or nothing.
Customer experience is the new battleground
A brand that hopes to survive and prosper must transform into an “experience business,” where delivering an amazing customer experience is the top-line business goal.
Organizations have given customers many digital ways to engage with them. Customers can easily move on to a competitor if their experience with your brand is unsatisfying.
Four tenets of becoming an experienced business
The 4 tenets that successful experience-focused businesses have in common are:
- The company must know and respect its customers — and know what they want before they ask.
- The company must speak in one voice across sales, marketing, support and all other functions.
- Technology should be transparent to the customer. Don’t make (the experience) about the technology. The medium is not the message. The experience is the message.
- The company must delight its customers at every turn so that customers’ expectations of the brand “consistently, constantly elevate.”
Enterprise execs lack vision for digital disruption
According to Forrester, 89 percent of enterprise executives believe digital will disrupt their business within the next 12 months. But only 27 percent of CEOs say they have a clear vision for digital transformation of their business.
Similarly, 73 percent of executives say their firms aspire to be data-driven, but 29 percent say they’re not adept at being data-driven. The result is a big disconnect between all the data that’s being collected about customers and businesses that are successfully turning that data into action.
Don’t expect a one-stop shop
No one vendor will be able to give marketers all the insights, analytics and tools they need. You’ll need to work with multiple partners to get the complete digital insights stack.
Customer insights will drive growth
“Insights-driven businesses will be faster and fleeter” than those that aren’t insights-driven. With global Gross Domestic Product (GDP) expected to grow only about 3.5 percent annually, most brands will have to “steal” customers away from competitors in order to grow. To do that, you’ll need a solid technology foundation for gaining customer insights.
Competition for mobile web users gets fierce
According to Adobe Digital Insights, overall visits to websites declined 0.4 percent since January 2014. In addition, total time spent on websites declined 22 percent from 2015 to 2016. Smartphones are behind the shift, making it more important than ever to make a strong impact on mobile.
61 percent of mobile web users are unlikely to return to a site if they had a bad experience. So, make sure your loyal (mobile) visitors come back again and again, because your competitors are trying to steal them.
Plan for a future in which people don’t buy things
In the age of Uber and Netflix, many consumers don’t own things anymore, they’re accessing them. So, think about what is the smallest unit you can sell and be profitable. Think about how you might not be selling products anymore, you might be selling services. Select technology to support that business model.
Focus less on campaigns
Content marketing has a success rate of only 30 percent, according to Content Marketing Institute. The low rate is because, too often, marketers think in terms of campaigns that have start and end dates. But you should think of content marketing as publishing, and “publishing never ends”.
Email marketing still rocks
According to Content Marketing Institute, in terms of overall content marketing effectiveness, email marketing tops the list of channels, ahead of social media networks. With email, you can communicate directly with, and gain valuable insights into, your subscribers. There’s no gatekeeper standing between you and your customer, as there is with social media networks like Facebook.
Mobile apps and mobile websites serve different purposes
If your top goal is to reach new and existing customers, focus on the mobile web. A mobile app is recommended to engage customers and improve customer service. Ideally, your brand should leverage both.
Customer engagement starts with happy employees
There’s been a lot of talk about how to digitize the workspace to focus on customer experiences. CIOs need to take some of that strategic thinking and apply it to their workforce. Prepare your organization to really be a leader in the future, support the changing base of employees and give them the tools they’re happy with.