Redefining customer engagement
A dozen or so years ago, marketing arrived at an inflection point, and it was digital. Almost overnight, a plethora of martech software designed to enable unfettered digital marketing emerged, and brands gobbled them all up—a separate solution for almost every digital marketing communications challenge from data to delivery to measurement and reporting.
Now we’re at another inflection point. With such an extraordinary treasure trove of data at their fingertips and a whole arsenal of martech tools at their disposal, many brands seem to be on the verge of automating themselves into irrelevance.
How is this happening?
Far too many brands are batching and blasting redundant emails, jamming mailboxes with irrelevant communications, pushing out information and offers across every conceivable channel, appropriate or not, and often with inopportune timing.
There are consequences for this behavior. Customers and prospects become so frustrated, annoyed, or immune that they stop opening their emails, refuse to click through, delete their apps, unsubscribe, opt out, and perhaps even voice their dissatisfaction far and wide on social media.
Brands can pay a heavy price for their indiscriminate behavior. Recent research in the online retail sector revealed that shoppers report they’re 40 percent less likely to buy from brands that exhibit those behaviors.
A new model of engagement
Obviously, this is not a sustainable consumer engagement model. Ironically, consumers are taking the lead in redefining their own experiences. Once, brands had a great deal of control over the full lifecycle of customer engagement from awareness to interest to purchase and beyond. Today, the consumer has seized much of the control, choosing when and how to engage with a brand and through which channel and at whatever touch point they choose.
Those consumer touch points of engagement seem to change daily. Traditionally siloed communications touch points—email, social, and mobile—are being augmented or even replaced by chatbots and virtual assistants that take individualized experiences to a higher level. Even face-to-face interactions are being enhanced and reinvented by the possibilities of data.
Arguably, data plays the most critical role in truly redefining how brands engage with customers. It’s no longer just about analytics. It’s about using machine learning and artificial intelligence marketing to create personas, micro-target, design and orchestrate highly effective campaigns, and document attribution at the segment-of-one level.
So what does all this mean to the CMO who wants to stay ahead of the multichannel marketing curve to sustain competitive advantage, or to the marketing practitioners who must go to work every day and make all this happen.
Gartner has created a five-level Multichannel Marketing Maturity Model that can help brands see where they stand today and create a roadmap for how to advance to higher levels. It’s beyond the scope of this blog post to examine the model in detail, but here’s the bottom line: The higher a brand progresses along the model, the closer it moves toward engaging in truly individualized conversations with every customer and prospect in real time as they move from channel to channel, from initial awareness to conversion and ultimately brand advocacy.
The rules of engagement
What does it take for a brand to totally redefine its customer engagement model and move up along the multichannel marketing maturity scale. In addition to a clear multichannel engagement strategy, focused messaging, a great offering, and well-orchestrated campaigns, here are four must-have marketing automation capabilities:
- Deep marketing analytics with prediction and recommendations based on consolidated data and modeling.
- Integrated omnichannel automation across traditional and new age touch points, bridging the offline and online.
- Real-time omnichannel rules engine that brings together data, events, and triggers for next best actions.
- Conversion attribution for tracking and measuring outcomes at every stage at the segment-of-one level.
Learn more about how Resulticks can help redefine you customer engagement model. Request a personalized demo today.
Lead, North America Operations