“What do customers want from a brand?” Focusing on the customers’ demand is one of the most vital factors for a successful business. CMOs should pay attention to how customers’ expectations are changing and find ways to strengthen relationships in the digital age.
Recently past years have been evidence of the changing of marketing trends at a drastic pace that has forced brands to navigate uncharted and fast-moving waters. Drastic changes are also seen in customer behaviors and their changing demand. Their perspective of solution requirements has been exceptional, and not to forget, and businesses are doing their best to enhance their customers’ experience.
While many businesses are all rocking the boat in meeting their customers’ needs and how they seek solutions. In this aspect, technology is the rock-solid pillar for companies fulfilling their customers.
The good news? The right way to shine bright in the competitive landscape is to know the recent customer trends. CMOs shouldn’t miss out on this as they can storm the weather by embracing tech tools, personalizing customer interactions, building a Cookieless future, and more.
Here, CMOs can find four major customer trends to understand what customers are looking for.
Also Read: B2B Marketing Trends That Will Grow Your Business in 2023
Smarter & Targeted Customer Interactions
Data has become a mission-critical component from playing as a supportive player for CMOs. Extracting relevant customer data in the digital-first business approach helps create more personalized interactions and drives the entire process cost-efficiently.
This trend reflects a key competitive differentiator for brands actively enhancing customer experience (CX). Brands leveraging technologies such as CRM systems and ABM platforms to unify data have been successful in catering to customers as per their demand. This means, by extracting relevant data, CMOs get opportunities to create plans prioritizing targeted campaigns that target customers through different mediums.
AI is also helping brands in scaling customer interactions through efficient chatbots. Chatbots initiate conversation, which in a way, extracts information from customers. In this way, brands can deliver appropriate solutions to customers at the right time. Fully understanding your customer demands is a new way of using the data brands have.
Leverage Cookieless Data
As brands are doing their best in the quest to provide customers with relevant solutions, they are also declining third-party cookies. Now, brands should pivot zero-party data or first-party data resources that provide relevant data information of potential customers.
This trend ensures marketers nurture existing customers and enable them to engage with the right customers more efficiently. The growth of zero-data sources accentuates the need for technology to help CMOs unify disparate data sources from the relevant list. To practice this, brands should incorporate more inbound marketing into strategies in order to enhance customers’ experience. This will allow CMOs to access valuable customer data and have complete control as the cherry on top.
Endeavour Self-Service Options for Resourceful Customers
Today, customers are also well-versed in technology. Therefore, they quickly lose patience with brands when waiting long periods to solve their issues. This is a sign that CMOs should pay attention to such customer cases and work to avoid such incidents from happening in the future. This could be dangerous to brands.
Customers prefer self-service over contacting brands directly. This is possible if websites have AI-enabled chatbots, emails, subscriptions, and newsletters that entice customers to contact them. It would be beneficial for brands to invest in tech-based conversation platforms, automated platforms generating emails and newsletters, to empower their customers’ demand and allow them to resolve their queries.
Offering Subscription Models to Customers
Brands would do well if they rethink interactive ways to entice customers to connect with them effortlessly. For this, they should endeavor a subscription model that takes customers directly to the solutions and services. Live online events and conversations such as webinars work the best in this landscape. The subscription model empowers customers to connect anytime and get relevant information related to their required solutions through emails and newsletters.
This also helps brands reach a wider audience and make them loyal customers. Subscription models are sustainable in the long run, offer great convenience for customers, and help businesses scale growth by understanding customers from data from the subscription campaign.
Also Read: Littledata Issues White Paper on eCommerce First-Party Data Trends
Customer Trends to Rise Ahead
Customer experience trends are evolving with the rising abilities of brands in putting solutions for them at scale. This means CMOs must keep feeding marketing plans with innovative and creative strategies that gauge customers at once. It’s evolving into an all-encompassing concept, which often extends beyond the product or service customers buy.
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