How many times have you hopped off of a site because it became too difficult or frustrating to navigate? The customer needs an easy experience to continue to return and build loyalty. So how does that happen? We create a good customer experience by considering every element and understanding their journey. It’s important to realize that for that to happen, a good user experience and customer experience need to work in tandem with one another to provide those essentials for the customer. User experience (UX) is about their interaction with the product and how they encounter intercommunication.
On the other hand, the customer experience (CX) tackles the whole experience for the consumer by measuring the exposure they have to it and its rating. UX is really a small fish in a big pond that encompasses CX. Both need to be successful to attract customers and build your reputation. Consider constantly implementing and improving your UX and CX experiences for the growth of the company and enhancing client relations. Read more from the digital gov about UX and CX differences.
The Internet change the marketing game, it changed the way businesses could sell their products. Without it, we wouldn’t have social media and as many marketing channels and strategies as we do. It gave companies a chance for free exposure and added channels and visibilities. The internet has created a space for a lot of competition and to give customers the tools to get what they need and are interested in. Nowadays we all look on very sites to find the best prices and this is due the Internet implications on price. It has happened because of an increase in price transparency and its implications on differential pricing, downward pressure on price (including commoditization), new pricing approaches and alternative pricing structure or policies.
In marketing, things can get hectic and not everything is considered and assessed. A major element to constantly be evaluating is the importance of monitoring the strategic planning process. The plan can help ensure defining the goals, personas, channels, budgets and assign content, roles and deadlines. According to Siteware, they share why without monitoring strategies fail from Ron Charam, “70% of strategies fail due to ineffectiveness. They rarely fail due to lack of intelligence or vision. That is, at the time of executing the plan, it is crucial to carry out strategic monitoring and evaluation of the planning systematically and constantly.” If there was no strategy in play, the marketer just assumes the campaign and content did good or bad but with no real results. It’s best to harness its power, leverage it and strategic plan for its ultimate success.
Send Pulse defines digital marketing as “A digital marketing strategy is a set of planned actions performed online to reach specific business goals. In simple terms, this means performing consistent actions at the right time via the most suitable online channels to increase revenue and improve relationships with your audience.” When using the RACE planning framework to develop digital marketing strategies, it’s critical to identify the environment you’re going to create to build success. It’s essential to plan out what platforms will be used; as the marketer, you make the background of your strategy for your campaign through the atmosphere. When creating your campaigns, it’s essential to each traditional and online communications and determines which services will make the best choice to use. So how do you figure out which communications to use? Building a customer journey map can allow you to think through each touchpoint. Also, building customer personas can help the marketing team understands different types of people going through the journey and understanding their touchpoints to build your environments and strategies. Learning these settings and conditions for both customer journey maps and customer personas helps create an overall understanding of what’s needed and the demanded. While producing and formulating a comprehension of the digital marketing environments and services, you can build cross-channel strategies to boost and elevate your campaigns based on the journey maps and personas to grow. Overall, defining what you need based on research, plans and strategies will step your marketing up for overall success.
While the shift from the pandemic has caused more changes in our distribution now than ever, it’s something that probably won’t go away for a very long time. Marketers need to make their online channels and distribution methods stronger now more vital than ever. The pandemic affected all distribution channels, either creating limits or stopping them all together. Going through too many intermediaries is an issue and forces marketers to consider the possibility of direct selling to cut your wait time and distribute your product faster.
Companies are trying to figure out the best and fastest ways to eliminate the delays they now face because of COVID19. Omnichannel selling is the next wave and will continue to grow. Buyers now look to different sellers to find the best of the best. It’s important to sell on various channels to get those buyers. According to HBR’s Defining a Post Pandemic Channel Strategy article, they explain “…what is underway is a shift to omnichannel buying, and that has implications as managers allocate resources in order to achieve profitable growth.” Even though it’s been over a year since the pandemic shifted, distribution channels will continue to change and adapt to society. It’s important to remember how to stretch the intersection and continue growing in this area to advance.
Goals, in general, can help a marketer understand what they’ve been able to achieve or whether their efforts have proven to be successful. By setting and documenting your goals, you’re more likely to achieve them. The best way to make goals in marketing is to make them SMART. As a marketer, I’m sure you’ve heard this before, but what does it actually mean?
Specific- Identify what you want to achieve and make your goals straightforward. Narrow down your metrics and specify what you’re trying to achieve.
Measurable- Use metrics that are measurable through your platforms compare what your goals are to other efforts used previously.
Attainable– Be as realistic as possible, use your previously contents metric and shoot for what you believe you will achieve. Based on that, push yourself a bit to achieve higher metrics.
Realistic- Don’t go overboard and aim for results that can reasonably be attained with what your performance looks like so far.
Timely- Whether it’s a paid campaign or an organic post, set a time frame as to when you will stop looking for results and engagement to report your metrics. It’s best to standardize this across all your marketing reporting for objectives to have an accurate timeline and understanding.
SMART goals are a great way to define and measure your objectives and metrics. This is a great way to standardize your reporting and see the results you’re hoping for in the long haul. When will you start implementing SMART goals?
A customer’s life cycle goes through many phases and takes time to engage and retain the client. In a client’s life cycle, digital and traditional communications need to be integrated for it to be impactful. Digital communications include utilizing online technologies like devices, platforms, media, data and technology. These are critical to use in a customer lifecycle because they offer various connections and can be used in each phase to retain the customer. Having a different and online presence allows the company to share various elements build new clients and maintain previous ones through retention.
However, traditional communications are still critical and need to be used in conjunction with digital platforms to create multi-channel promotion strategies and be involved in the customer’s life cycle. Traditional media includes print, TV, direct mail and in-person sales. They differ from digital communication because traditional media occurs through a physical action and has what was used before digital media expanded to what it is today.
Using both digital and traditional in the RACE planning framework is key to successfully attaining customers using digital communication channels. The RACE planning framework consists of five phases plan, reach, act, convert and engage, each phase considers how the customers interact and what needs to be considered. Why use it? Smart Insights shares, “ultimately, it’s about using best practice analytics to get more commercial value from investments in digital marketing.”
Another application to consider would be the 5 S’s of Digital Marketing. They are typical goals the digital marketing should be recognizing to hit their aims. The five goals are selling to grow sales, adding value, speaking to the audience, saving costs, and still getting good results and sizzle extending the brand’s presence online. Considering all of these communications and using them effectively is key to having a successful customer lifecycle journey.