Customers are more savvy than ever, with the ability to find what they perceive they want, when they want it. If your marketing pillar can focus on aligning itself with your organizations other pillars to gain important customer insights and move towards a strategy that treats customers as profiles not simply personas, to create a truly individualized experience, you will suddenly be able to perceive what these customers want before they do. And that is where your edge on the competition and ticket to customer loyalty is.
So is being data driven just as an important business objective as being customer obsessed?
We discussed in previous posts that the Digital Journey Maturity Model brings to light a common misconception in digitization, “if we are going to be successful in digital, then we need to create something completely new”. This especially rings true within the marketing pillar. Echidna’s principal leadership comes from advising omni-channel for most of their careers at familiar names like Walmart, Target, Best Buy, Dell, National Instruments, and Teleflora, where precise marketing was instrumental to company success and growth. From their experiences, the team at Echidna works with premise that you can not just walk away from your existing marketing practices and transform. Your marketing pillar is something you continue to build on throughout the life of your business, carrying customer data you had from yesterday, two years ago, ten years ago, and beyond to continually innovate and optimize how you keep growing your company.
The marketing pillar contains six sectors within it to evaluate and identify gaps when improving upon digital maturity.
Marketing in the digital age is a two-way conversation with people who demand you know what they want and when they want it. Your business must be invested in these ever-growing customer expectations, not competitors. The good news is that your customers are open to sharing information in exchange for these improved experiences. However, your challenge is being able to collect, analyze, synthesize, and react in real time to this customer information across numerous touchpoints and removing internal silos. Being able to evolve to identify these gaps in your marketing pillar, prioritize them, and create roadmap with measurable goals your team or partners can execute on is instrumental in success in converting new customers and keeping current customers loyal- in both B2B and B2C. The Digital Journey Maturity Model will offer insight to continuously innovate and optimize how you are reaching potential customers to achieve the success you strive for.
© 2017 Echidna