It seems that with each passing day capturing and maintaining the attention of customers is becoming more challenging. However, this should not be surprising. Customers have a near limitless amount of products, services, and information at their fingertips in today’s omnichannel and mobile-first environment. Furthermore, the moment consumers engage with any channel, they are inundated with marketing outreach that is both frequent and irrelevant.
According to a 2021 report by Statista, “Ad blocking user penetration rate in the United States from 2014 to 2021”, an estimated 26% of internet users in the US had an ad blocker enabled on their connected device in 2020. As a result, today’s consumers are less devoted to brands than ever before, even as marketing costs continue to escalate.
So, how do businesses ensure that their advertisements deliver meaningful, targeted communication underpinned by a customer-centric attitude.
From a marketing standpoint, a channel-centric approach may appear straightforward, but it actually distances firms from the insights they require.
Also Read: Three Ways to Center Your Business Around Customer Experience
For example, enterprises may discover that pay-per-click (PPC) marketing generates the most revenue, prompting them to devote more resources to it. They don’t realize, however, that the vast majority of those PPC campaigns are backed up by other media channels, such as social media or television ads. Businesses are restricting the potential of their marketing without those top and mid-funnel activities.
Marketing isn’t just about conveying messages across channels. At the end of the day, it’s all about impacting the customer journey, therefore a customer-centric marketing strategy will provide the team with the most accurate data and, as a result, the best results.
5 customer-centric strategy implementation methods
Businesses that want to become more customer-centric should understand that it takes time. Companies will need to learn new skills and technologies while also obtaining CEO buy-in. Organizations will still need time to iron out the finer elements of their approach once they have those prerequisites.
However, there are a few basic techniques that might help firms get started.
Maintain a straightforward approach
Businesses are likely very keen to discuss the benefits of their product or service because they know a lot about their brand. Instead of bombarding customers with information, businesses should focus their outreach on the values that their target audience holds dear. This will allow organizations to focus their efforts on the messaging that is most relevant to their target audience, rather than everyone who uses that channel.
Ensure that businesses have access to high-quality data
To better understand who customers are, where they are active, and what drives them to purchase, marketing teams need media data, identification data, and conversion data on hand. Look for a marketing performance measuring solution that checks the data quality automatically for the best outcomes.
Also Read: Making an Impact on Business with Marketing Efforts
Make use of brand measurement
Businesses should be able to assess how certain touch points influence brand impression using the marketing analytics solution they choose. Businesses are missing vital insight into top-of-funnel actions without this data.
Pay close attention to the appropriate metrics
Businesses can see how customer-centric campaigns affect their whole marketing funnel by combining brand and performance metrics. Brand recall, brand sentiment, and net promoter score are just a few examples of brand metrics. Then businesses should look at churn rate, funnel velocity, and return on marketing expenditure as performance measures.
Don’t take a solely customer-centric strategy
Putting all of the eggs in one basket might backfire, especially in today’s uncertain marketing landscape. If a company just has minimal data on a new audience, for example, it can take a channel-focused approach until it has enough data to fully grasp their demands. As a result, companies should ensure that they have access to a flexible marketing analytics solution.
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