Marketers have tended to treat customer experience purely as an ingredient within their campaigns. This mindset, though, is outdated and seriously limits the capabilities of campaigns. Static data sources, for example, tend to cause “batch & blast” e-mailing. Not looking to actually designing campaigns around customer experience lends itself to a lack of consistency and connection across channels and inconsistency in customer dialogue, in turn limiting the interplay and connections between events and the ability to adapt to customers’ responses.
It is not surprising then that with these approaches it’s difficult to take in the full customer journey. They therefore spawn campaigns heavy on resources and time, yet yielding little in terms of conversion rates or engagement.
Consumers in this day and age expect more, in terms of both choice and quality. For example, according to The fourth annual “State of Marketing” report, over 50% of B2C customers report being willing to switch brands if they feel they are just offered some ‘standard’ experience.
To market to the modern, connected, high-speed consumer in a way that works, brands need to leave behind their manually operated, expensive campaigns. They need to abandon the hard to measure and difficult to forecast. What they need are conversations in real-time, giving personalized experiences to each and every customer. So what does that actually mean for the marketer today?
The most go-ahead names in the market today have already shifted their marketing up into an altogether higher gear. Overtaking everybody in the fast lane, the experiences they are offering are respondent to the context, omnichannel and real-time. The entire customer journey is altogether larger and more personalized.
To position yourself better for meeting the changing needs of your customers, you also need to accelerate up to such real-time communication. When you’re ready to say, “Out with the old, in with the new” and to reconfigure your remaining practices, you’ll be set to join those currently passing you in the fast lane.
Let’s first explain what it means to execute context-driven, omni-channel campaigns in real time.
It comes to say that if you want to create a personalized experience for your customers, you need to be able to execute the next best action or conversation with them to help their decision making advance. You’ll need to both collect and orchestrate data in order to use the most appropriate channels for communication and stay within the context of the buyer intentions throughout the journey.
If by now you’ve started wondering whether real-time campaigns are really worth this investment, the short answer is “yes, they are!” Such campaigns push results up in three crucial ways:
Increased return on investment
Personalized, relevant campaigns have been shown to be noticeably more effective than campaigns that are not. As an example shows with hotels, one brand saw a 60% uplift in sales and another experienced an 85% increase in bookings. These brands adapted already running campaigns by incorporating more profound insights into their customers and adding personalization.
Real-time campaigns cost less
Personalization can positively affect your marketing ROI. When context-driven, omnichannel and in real-time, it has been demonstrated to:
Increased trust and brand loyalty
Modern customers are less forgiving, have higher expectations and are more discriminating than ever before. Campaigns in real time may assist in understanding when to talk to your customers and when not to. This will help you build trust into your relationships, build brand loyalty long-term and bring up the numbers in your satisfaction and retention rates.
In summary, analytics and observation of the real-time customer journey show up the shortcomings of your campaigns, directing you towards better results and the opportunities to spend more in those areas, building more enticing and more powerful campaigns going forward.
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