There is a new breed of consumers. We know them as the connected consumers. One immediately thinks about social networks and their fast-growing pace. However, most people are connected in more ways than ever before, even if they are not using social networks: with and via digital devices, online applications and an exploding number of media.
The proliferation of media and channels, the technological and digital evolutions and the growing control of consumers has led to a fragmented and multi-channel buying journey. The consumer is indeed connected in many ways. And the best approach to interact with him is using connected technologies in a personalized way. It’s time marketers get in touch with the demanding consumer again.
It’s all about preferences
The marketing landscape is evolving fast towards a more integrated approach in order to be where customers are at any given time and place, depending on their digital footprints, expressed preferences and triggers. Marketing is increasingly about connecting with consumers where and when they chose.
A connected consumer requires a connected marketing approach whereby the silos of channels and campaigns don’t get in the way of succeeding in a fragmented communication and consumption reality.
A disconnected marketing strategy, whereby all channels and divisions have a siloed approach, leads to confusion and misses the possibility to engage in highly personalized ways with the individual consumer.
With Selligent Interactive Marketing, marketers have the possibility to deploy an integrated strategy that revolves around the consumer and his preferences. Further integrations, for instance, with CRM, provide an even better possibility of engaging in a personal way.
An integrated and customer-centric approach is not only about technologies, it often requires change and other processes.
However, being where the interaction happens, regardless of channels, is a technological must as well nowadays. Furthermore, when looking at how the market is evolving and at the results of recent reports and surveys, it’s clear that marketers are preparing themselves to get that holistic view and interact with the connected consumers on their terms: cross-channel.
Get connected. Connect with us to discuss how.
Communication channels depend on the consumer and marketing is about engaging the cross-channel customer and prospect throughout integrated dialogs that are driven by his/her buying journey, preferences, triggers, signals and behavior.
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