Somewhere in the world — right at this very moment — there is a good chance a customer is engaging with your brand. We’re living in the age of buyer empowerment, an era in which digital devices provide customers with access to information they want — whenever they want it.
This dynamic has given marketers a lot to contend with. Such challenges include understanding the contexts of customers engaging with your brand, their dispositions toward your brand when doing so, and the fragmented ecosystems within marketing departments that keep teams from working together to obtain a single view of the customer.
Just as architects don’t build homes without an established set of blueprints, connecting with the always-on customer doesn’t happen without first building a winning strategy that drives engagement, customer loyalty and revenue to your brand. Where can your brand start?
Build On A Foundation Of Data
Without a solid foundation of data, companies are setting themselves up for serious problems down the road. Making sure your blueprint doesn’t lead to cracks in the foundation requires answering a few simple questions.
First, think about the data you’re using in the context of the customer lifecycle, and then ask yourself what type of data will be the most impactful for your enterprise. When you acquire customers, what data is appropriate? It’s also important to consider how you can best collect and leverage such data — perhaps using mobile metrics to help you engage your existing customers or becoming more data-driven by applying database marketing principles to future email campaigns.
Building a comprehensive and open architecture will further allow you to add data sources, as needed, to keep up with company growth while enhancing the single customer view as time goes on.
Your Content Is Your Brand
Marketers may appreciate a solid foundation and framework built for data-driven marketing, but customers don’t think that way. In the same way a home-buying decision is influenced by the way a home is decorated and finished, customers interacting with your brand are influenced by the content they are presented.
Customers are also engaging with brands across a variety of marketing channels and touchpoints, making the centralization of your assets into a single source a top priority. Another benefit — marketing collaboration — stems from unified access to content and assets. When marketers are able to share the same depository of assets, choke points are eliminated, time to market is reduced, and teams are able to work from the same playbook to collaborate on the best ways to engage with customers quickly and consistently.
Decisions Drive The Experience
From the foundation to the fixtures, you’ve followed the blueprint to create a winning strategy. Now, it’s time to deliver the experience. You can start by utilizing a centralized decision-making platform that helps marketers understand and interpret all inbound and outbound marketing activities from a single location.
This type of comprehensive audience activation helps marketers leverage data to develop the single view of the customer that is crucial in today’s buyer-centric world. It also leads to the creation of more contextually relevant content that new customers value and advocates demand.
Every solid structure begins with a detailed set of blueprints to guide builders in the right direction. Your brand can begin building a winning strategy today by focusing on data, content and delivery to create a set of blueprints designed to drive engagement, loyalty and revenue right to your front door.
Bruce Swann is the Senior Product Marketing Manager at Adobe. He has more than 15 years of experience working with digital marketing disciplines like web analytics, social media, mobile marketing and email marketing, as well as marketing and CRM technologies, including marketing automation, predictive analytics and marketing resource management. At Adobe, Bruce is a Senior Product Marketing Manager for Adobe Campaign, focused on marketing and product strategy for cross-channel campaign management.