One Experience to Unite Them All – Integrated Customer Experience to Improve Engagement
“One does not simply walk into Mordor…”
And, one does not simply improve customer engagement and achieve online marketing success by throwing up a website and waiting for the Legions of Rohan to arrive and turn over their hard earned gold.
Today’s consumer is sophisticated, connected and spoiled for choice. This is excellent news for businesses that want to reach an audience that would have been unthinkable just a decade or two ago. However, beware my dear halflings! The internet has levelled the playing field for everyone else as well! This means that the competition is fiercer than a pack of particularly grumpy Uruk-Hai who have detected the scent of Hobbits before their morning coffee. So, what is the secret to carving out success in the online world?
One Strategy to Rule Them All and In The Ether Bind Them
With few exceptions, almost all businesses face a difficult challenge in determining how to apply a finite budget across numerous marketing options? Deciding which strategy is right for your organisation can be a tricky business. Paid search? Organic SEO? Social? Mobile? What about old-school tactics like Print? Your business needs to get the most out of your investment, and the stakes are incredibly high.
Perhaps, however, the answer is not about choosing between strategies. Our experience is that streamlining your approach across all forms of media – both digital and traditional – is the best way to improve customer engagement. Whatever size your business, you are most likely reaching existing and potential consumers through multiple means. A 2014 survey found that over 50% of medium to large-sized firms where supporting 12 or more distinct touchpoints. The evidence is clear that throwing all your eggs into one marketing basket is less effective than ensuring that whatever strategies you do choose to pursue are unified and consistent across the board.
All We Have to Decide is What To Do With the Online Tools Given to Us
This is not to say that thought should not be given to which form of marketing you choose. Some businesses lend themselves better to organic or paid search marketing, others will find that the world of Social Media is their happiest hunting ground. Many agonise over whether to move to e-commerce or draw consumers into their stores with engaging content and branding. Alternatively, while its role has evolved, you would be a fool of a Took to ignore print marketing, which remains a vital part of the marketing mix in numerous industries.
The reality is that traditional either-or thinking has become outdated. The reason for this is that nimble consumers are so adept at switching between various media that the lines between them are growing ever blurrier. Furthermore, the interconnectedness between various digital media themselves makes it essential to ensure that the user is receiving a seamless experience across each of them.
How does this work in practice? It’s wonderful to have a swag of Facebook likers or Instagram followers, but what happens when they click through to your website? Are they getting the same engaging content and consistent brand messaging? Once a web user has been enticed with appealing PPC ad copy and clicked through, do they arrive at a landing page that is giving them the relevant information that they wanted to see? Can a compelled audience download an e-book or white paper that informs and entertains them on an intellectual level and establishes your business as a thought leader? Can they get their hands on stunning print marketing materials that delight the eye and act as a tactile entry point that integrates with your digital assets intelligently and strategically?
These questions leave us back with the initial problem with which we started: how can a business with a finite marketing budget possibly afford to execute a strategy across multiple platforms?
Even the Smallest Business Can Change the Course of the Future
The answer is simple: Know your clientele and give them what they want in a consistent format, irrespective of how many touchpoints you provide for them. This is the key to the integrated customer experience. You can spend thousands on a social media manager that will post adorable memes of smiling cats, chipmunks and the odd Orc, but will that win you new clients? You can build a beautiful website with all the bells and whistles, but will your target market be able to find it? On the other hand, you could write an informative, entertaining and engaging blog, share it via your social media channels to draw visitors to your website and deftly guide them through to your e-commerce site. You could set up a well-designed PPC landing page that encourages visitors to download your e-book. None of this needs to cost the Middle Earth. All can be done tastefully, consistently and economically. The trick is knowing precisely where your target users are, how they behave online and how to engage them. Sound like a bridge (of Khazad Dum) too far? Perhaps it is easier than you think.
Long Have You Hunted Me, Long Have I Eluded You. No more! Behold! The Sword of Integrated Customer Experience!
Consumers are overrun and overwhelmed by the sheer volume of information to which they are exposed. In such an overcrowded space, your business is far more likely to be noticed with a smaller volume of high quality, consistent messaging than an endless stream of meaningless web-prattle that prompts your audience to do little more than tune out. The key is to get inside their minds and deliver the content that will resonate with and engage them.
If You Are a Friend, Speak The Password and the Doors Will Open.
All this can be as difficult to navigate as the Mines of Moria unless you have the right guide. Your marketing partner needs to understand the intricacies and interconnectedness of the modern marketing landscape and have the skills and expertise to implement strategies that will harness the incredible potential that awaits. At Jalapeno digital, we’ve forged a reputation built on stunning design sensibilities and brilliant marketing nous. It’s this perfect combination that continues to see our clients achieve results beyond their expectations. To experience the difference that an integrated approach to marketing can make to your client engagement, contact us today and arrange a time to visit us at Spicy HQ for a chat. We will even let you in without the password…my precious!