Recently we were asked to share our views on the evolutions regarding conversion marketing for a marketing magazine. Customer-centricity is clearly a key game changer. Conversion marketing success requires a customer-centric approach and single customer view. Selligent customers and partners are increasingly taking the preferences of the consumer as a whole into account. This is also what we see in the market in general, yet many business still have to take the leap towards a customer-centric conversion approach.
We are witnessing a Copernican revolution in marketing. Businesses are stopping seeing themselves as the center of the universe and realize that the needs, desires, behavior and goals of their prospects and customers are key.
It's essential to understand that conversion success depends on the actions of people. Actions will only be taken if the customer experience and relevance across all touch points and marketing channels is consistent and valuable.
Putting the customer and his needs first by listening and optimizing their experiences, by definition leads to better conversion and to a positive brand reputation.
There are several ways to achieve customer-centric conversion success:
- Have a single view on the customer by bringing behavioral data, transaction data and the results of cross-channel interactions together within one environment, that is connected to other customer data resources.
- Shifting the focus from channels, campaigns and pure messaging to life cycle-based and customer-triggered automated touch points. It's key to segment, personalize and more than ever be where the multichannel customer is to serve him the way he wants.
- A contextual approach whereby content and offers can be adapted in real-time to customer behavior, offering the most individual and relevant customer experience possible.
- Systematically analyze the impact of interactions and touch points, including what people do on websites and other online media to continually identify issues and improve conversion.
- Look at the customer as he is: a multichannel, multi-device and multi-purpose individual who can come into contact with your business in several ways, both online and offline. To optimize conversion, it's essential to provide a consistent experience across all these contact moments.
- Avoid marketing pressure and ensure relevance. Interaction frequency, content, context, etc. must be optimized. This means that content is more important than ever and that the ways to serve them, including the channels and frequency, are not defined by businesses but by consumers.
Today's customer is cross-channel and he/she is at the centre of sales and marketing.
Communication channels depend on the consumer and marketing is about engaging the cross-channel customer and prospect throughout integrated dialogues that are driven by his/her buying journey, preferences, triggers, signals and behaviour.
Discover why your business should move to an integrated marketing approach step by step and how.
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