A notable Hebrew quote considers “If I am not for myself, who will be for me?” Unfortunately, many businesses take this literally, devoting a great deal of budgetary and staff resources to tooting their horns. However, this function can be accomplished far more efficiently (and often for free) by satisfied customers.
Marketing professionals need to offer engaging customer experiences across all channels. They also need an understanding of the impact their marketing investments are making.
Marketing used to be easier. At the time, all you had to do was place a few print ads, buy a couple spots on radio or television, put up some billboards, or mail out flyers addressed to "Occupant." Then you could relax and wait for the orders to arrive, and in a few weeks or months, you could calculate your return on your advertising investment.
Those days are gone even if you still incorporate some of the "old-school" methods in your marketing strategy. Today, you are competing in a global economy. Your competition — and your customers — have embraced the digital world, and you have little choice but to follow suit.
As a marketing professional, you are undoubtedly aware that the landscape has changed rapidly in recent years. Consumer expectations have increased dramatically, especially when it is necessary to leverage technology to deliver the kind of engaging, personalized experience they demand. Choosing the right technology can be daunting, and it may make little difference if the implementation is poor or users fail to adopt it. Although Sitecore can be an effective and powerful marketing technology, it — like every other tool at your disposal — must be implemented properly and used correctly to achieve the desired results.
The previous post explained the Customer Experience Maturity Model and its use as an effective marketing tool. Although many marketing professionals are aware that today's customers are increasingly demanding greater control of their purchasing decision, some feel that the CEMM is a long-term, slow and steady, plodding approach. It is true that, hopefully, the CEMM will produce lifetime customers, but it can also be used to secure "quick wins" that pay off in terms of weeks or months, rather than years.
Today's consumers have more freedom to choose how to interact with businesses than ever before. Smartphones, desktop computers, tablets, kiosks, wearable tech and laptops are just some of the options consumers can choose to conduct research, make purchases or discuss a company's products, customer service or brand reputation. It has become increasingly common for customers to jump between devices as they progress through the various steps of their journeys from mild interest in a product to completing its purchase.
However, customers demand an experience that is engaging as well as seamless when they switch from one channel to another. This is where an effective content management system can help. Content management systems were once little more than a tool to make it easier to upload images and text. Over time, however, they have evolved to become the foundation upon which all Internet-enabled processes are built.
Businesses have known for decades that it is more profitable to retain a customer than it is to attract a new one. Loyalty programs, "insider" sales and a more personal shopping experience are just some of the methods that have been used in the attempt to make lifetime customers. Organizations that are adept at creating lifetime customers average approximately 9.5 percent more in revenue YoY, while less mature organizations realize just 3.4 percent.