Every movement begins with a moment.
“The connected consumer” — marketers can’t get enough of this term. We are inundated with so many articles, conference materials and presentations on the subject that it’s impossible to ignore. And for good reason. With consumers having access to seemingly countless brand channels — both online and off — it’s increasingly critical to build a personalized, singular brand voice at every possible touchpoint.
The connected consumer (see, there’s that term again) is smart and tech-savvy. When she visits your website, she wants you to acknowledge it during your next interaction. When she talks to you on social media, she needs to know you’re listening. When she communicates with you via email, she expects Daniel at your call center to be fully aware of every word she shared. And while each of these engagements may be separate, your view of them shouldn’t be (read: no siloes, please).
We know that consumers behave in patterns. The sooner we can learn about their patterns, the easier it will be to drive engagement and, in turn, increase sales. And while building an integrated marketing strategy is important, here’s the real question: How do we develop a strategy to account for a connected experience? How do we, as marketers and technologists, put our noggins together and build smart, integrated solutions for our consumers — ones that connect the dots between the things that our consumers say, how they behave and why they do what they do?
While I can’t answer all of these questions (nor deliver a truly digestible, integrated omnichannel strategy) in the space of a blog post, I can definitely offer up 10 quick tips to get you started:
By building an integrated understanding of your consumers’ engagements, you are positioning your organization for scalable growth. As the world moves even further toward digital-connectedness, developing a cohesive strategy to intelligently market to your consumer group will ensure success for years to come.
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