Every movement begins with a moment.

Building an Experience for the Connected Consumer

Posted 3 March 2015 4:00 PM by Rania Renno

“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:

  1. Get to know your data — Understand how all of the data coming to you is being collected and why. Then evaluate that data carefully.
  2. Be selective — Don’t try to use all your data. Some may not hold value for your end goal. Decide which data will help you achieve your objective, which is nice to have and which is simply irrelevant.
  3. Third parties can be a firsthand advantage — If you’re having troubling wrangling your data, there’s no shame in using a third party. They can save you time and, ultimately, money.
  4. Try not to get tag happy — Not all metrics will help you assess your respective definition of success. Pick and choose your measurements of success well, and execute a smart and thorough tagging strategy to support it. 
  5. Get yourself a good data scientist — If you don’t already have one, get one. That is all
  6. Create smart consumer personas – When supported by data, personas help you define content, your distribution strategy and your success metrics.
  7. Leverage every channel you can — Take advantage of all available channels and the insight they provide about your consumers. This includes brick and mortar stores.
  8. Use direct mail to create digital converts — If you’re still leveraging direct mail, find a way to convert these consumers from physical to digital. Do not disregard this consumer group. You may be more interested in the new, tech-savvy consumer, but remember that these folks once served as your loyal base. Find out how to derive value from their engagement and exploit that in the digital space.
  9. Learn the true meaning of “real-time” — It’s easy to get caught up in the glamour of real-time marketing, yet, frequently “real-time” is defined by your industry and its need for truly instantaneous and/or rapid-fire marketing. Put simply, it may not be relevant to you.
  10. It takes a village — There is no one team responsible for creating an integrated consumer experience. If you don’t have most (if not all) of your departments involved, you’re doing it wrong.

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.


Add your comment






#crisis #socialmediacrisis #socialmedia #digitalmarketing #socialmarketing #strategy #influencers #communication #pr #media #ideation #creation #content #planning #culture Snapchat Snap Inc. advertising marketing social media community management brand millennials authenticity Spectacles Wearables customer customer service Paid Media Podcasts Content Sponsored Ads Content Marketing #content #marketing #media #analytics #digitalmarketing #ideation #creation #production DecisionIQ strategy big data personalization Humanizeit Facebook Facebook Live Video Instagram Stories ftc guidelines social influencer social influencers social media influencers social media broadcasting live video Processing prototype prototyping user experience ux technology programming coding java ideas design visual arts mix reality mixed realities data tutorial sketch Twitter Carousel Ads Ad Exchange Programmatic FBX Disney virtual reality projection mapping RFID Tumblr Voice Tone Axure wireframing UX software collaboration Measuring Usability UX Best Practices Designing User Journeys Stop counting clicks Designing for completion Designing for satisfaction Dieter Ram and User Experience Less is more Less but better Influencer Marketing learnability user interface user-created content gaming maker editor Super Mario Maker Nintendo digital media chat bots messaging mobile applications automation F8 Mark Zuckerberg Business F8 Conference Email office agency communication Slack Facebook at Work meetings productivity Wearable tech Healthcare Experience Patient Experience Service Design Strategy Creative Moxie VR Six Flags Six Flags Over Georgia theme parks Samsung Samsung Gear Samsung Galaxy VR headset Oculus Rift Playstation VR roller coasters Dare Devil Drive Websites Web dev development digital reactions emotion analytics dislike social metrics clicks Brands Consumers CPG Retail Consumer Marketing Consumer Insights Super Bowl Commercials Football Cultural Phenomenon Game adtech martec auto-responders automated marketing Experience Design Interaction Design Ecosystem iOS Healthkit Ad blocking Forbes Condé Nast GQ interactive media ad-light hashtags hashflags audience visual emojis campaign management 1-to-1 marketing omnichannel CES CES 2016 Oculus Sony PlayStation uSens HTC special mapping hand tracking games PetBot WonderWoof BowTie Pets OTT digital distribution Netflix Reed Hastings on-demand #yearahead #2016 #newyear #2016predictions #digitalstrategy #modernism user-generated content UGC Consumer Connection Integrated Marketing Manufacturers Accessibility usability engagement rate disability awareness creative process creativity fail fast hiring ideas imperfectionist perfectionist personnel progress test and learn fast casual restaurants social media campaigns QSR social strategies in-store promotions in-store social media promotions successful social media campaigns Logos Typography Branding #CPG #Retail #ConsumerInsights #CRM #ConsumerDirect #Seamless #OmniChannel #MoxieMakers #frontierism #intelligence #architecture insight moments Unit3C FutureX lab innovation open house Q&A UnitFilms 48in48 General Assembly Non-Profit Ponce City Market Branded design technical design style guide wireframes brand guidelines Consumer Products Interactive Marketing GIF social campaign modern marketing Cannes Lions new media pop culture meme Web Accessibility QA media media buying mobile apps targeting wires Advertisers Apple Store EasyPay self-checkout app mobile payment Sporting Events Sitecore CMS delivery Content Marketing Strategy Brand Content Marketing Content Strategy Brand Content Strategy Social Content Strategy Cannes humanity what3words life saving dot Agency Partnership Agency Relationship Competitive Review Millennial Marketers email marketing omni-channel digital marketing esp email service provider process WCAG 2016 Planning Connected Omni AR Commerce Social Innovation Create Content Strategy OMMA MediaPost Internet Week TV & Video Media Planners Creative Conundrum real-time scalability Customization smartphone loyalty advocacy live streaming content democracy Open Source Node.js Cheerio Handlebars Hyperquext MongoDB Atlassian Stash PhantomJS Shopping On-demand economy Sharing economy Everything on demand Instant delivery iPhone App Amazon Now Build Automation DevOps Native Advertising Machina Forrester SXSW Machine Learning Data Streams Web search results Data Platforms ROI Instagram Purchase Behavior Like Content Consumer Channel Role and Purpose ExactTarget Salesforce Cloud Responsys Oracle Silverpop IBM Agency Culture Innovation and Technology Client Relationships Platform Partnerships Ever-evolving Digital Age geo-fencing tablet Android second-screen Austin FOMO Meerkat scaleable vector graphics Flash animation interactivity code browsers uber-savvy consumers integrated digital-connectedness Valentine's Über Bloom that Open Table Waze marketing research google music art sports illustration sculpture food green entertainment movies photography real time marketing cheat sheet smart homes vine print 3d printing street art painting fashion influencer movie billboard outdoor mobile wallet toys film halloween history space films cars anniversary


Error: All fields are required.