Have you seen Easy Ways To Make Marketing Pay?

This is the marketing playbook that will help keep your business at the top of every customer's mind - and wallet - and help you increase Profits, Customer Satisfaction, Customer Retention, Customer Loyalty and Word-of-Mouth Advocacy, both online and offline.

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Millennials expect to use their channels of choice

The report highlighted the critical need for brands to stop focusing on channels and instead apply what they know about their consumers to elevate the overall experience in the buying journey.

Millennials are the "always on" and connected generation, demanding consistent and seamless interaction with brands wherever they are and from any device they choose. According to the data, Millennials touch their smartphones 43 times per day and 30% admit they touch more than four devices over the course of 24 hours.

Despite the many platforms consumers use to interact with a business, 60% of Millennials surveyed expect a consistent experience from brands whether they interact online, in store or via phone.

These figures suggest that it is now critical for marketers to adapt to the rapidly changing range of consumer behaviours, preferences and expectations. Customers move effortlessly between on and offline touch points and they expect brands to travel with them, responding to and anticipating their needs.

"Consumers have drastically changed the way they engage and interact with companies, altering expectations and making it imperative for brands to quickly adapt," said Paige O'Neill, chief marketing officer for SDL. "To keep pace, marketers should focus on the experiences customers want throughout the customer journey, and adjust company strategies to coincide. If you change the way you engage customers on one channel, it may only be one step in an overall strategy. It is vital for organisations to ensure channels are so connected that they become irrelevant, placing the focus on delivering true omnichannel engagement."

Millennials are empowered by an overabundance of digital devices and can pick when, where and how they want to interact with brands, making the shift to omnichannel engagement even more daunting. However, if marketers focus on the behaviours, preferences and expectations throughout the customer journey and adjust strategies as needed, customer experience will remain a top priority.

For brands, there are three critical questions to guide the process to true omnichannel engagement:

1. Are you tracking where and how customers interact with your brand?
   It is essential to meet customers where they are and to consistently offer information they find useful. Content should be specific to each stage of the buying journey and brands must take full advantage of the information and data collected on where their messaging performs well with the buyer. By capturing who is interacting with them and at what stages of the buying journey, brands can deliver relevant information to the consumer, elevating the experience. Growing customer relationships is not always about getting the sale. Marketers need to take a long-term view and understand that meaningful relationships develop over time.
2. Is your customer experience consistent across different devices and platforms?
   A consistent customer experience can be a key differentiator for a brand. It reinforces your identity, and in a marketplace full of competition and noise, it keeps your audience focused on the most important message of all - yours. According to a recent customer experience survey from McKinsey & Company, measuring satisfaction on customer journeys is 30% more predictive of overall customer satisfaction than measuring happiness for each individual interaction.
3. How to connect internal silos to access all the data you need?
   Marketers need to work with all the relevant departments and agencies to create a communications asset inventory and identify all touch points along the customer journey. Are you effectively collecting - and leveraging - data from every step along the way? If not, what more can you do to improve internal collaboration? Staying attentive and periodically updating both your inventory and related processes allows you to prevent emerging channels from creating new data silos.

Have you seen Easy Ways To Make Marketing Pay?

This is the marketing playbook that will help keep your business at the top of every customer's mind - and wallet - and help you increase Profits, Customer Satisfaction, Customer Retention, Customer Loyalty and Word-of-Mouth Advocacy, both online and offline.

This 120+ page report distils a whole spectrum of marketing best practices, do's and don'ts, practical how-to's, research and wisdom from respected global marketing veterans, explaining both emerging and established marketing techniques, technologies, strategies and practices, and providing you with the data you need to support the best decisions for your new, more profitable, more engaging marketing strategy.

In this comprehensive report you'll find all the information and support you need to build and improve a profitable, effective Marketing Strategy that covers all aspects of your business and customer base.

It also highlights all the hard facts, practical know-how and trends drawn by our experts from the global Marketing Factbook's vast database of market data, studies, research and white papers, and presents you with an invaluable library of ideas and practical support you can call upon at will.

This is no average 'state of play' report; it's the only 'Fact Book' that helps you implement and manage meaningful and profitable change, and help you grow your bottom line despite a slowing economy.

You'll gain a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profit-generating marketing strategy.

Get it on Amazon (Kindle/Print)