Major brands have still not understood that the customer does not want to follow the road that you have designed for them. They want to decide the dance and the pace. Your marketing should focus on detecting the right time to act and deploy your business strategy when the customer’s behaviour demands it. Today, the customer is in the driver’s seat. That is why a brand strategy based on 1-to-1 customer journey management requires a fundamental shift in mindset, a different skill set and new processes.
Remember, the best way to meet the new digital customer’s needs is by delivering the right content, to the right customer at the right moment in their buying journey. Frankly speaking, the journey of today’s customer is largely unpredictable. You can throw away the AIDA funnel model because the new digital customer is moving in a non-linear way at high speed.
Applying the old school marketing approach which consists of trying to track, understand and leverage the digital customer journey would be a complete waste of time. It is simply impossible to impose behaviour on a customer. You can, however, to subtly influence some of their interactions and, above all, give them a coherent vision of your brand across different channels.
It is needless to say that the ancient concept of “marketing campaigning” is of no help here: defining a message that will be broadcast to an entire population or a segment will almost certainly have no tangible effect on customers as the message will generally miss the individual triggers of your targets. Automation is the only way to cope with the myriad of temporary events that occur during a typical customer journey. Rather than being targeted by mass campaigns, customers are closely monitored by automated marketing scenarios that adapt to their behaviour. For instance, if a consumer has visited your website and has asked a question about your product on a social network, he is most likely going to buy your product in the coming days. Timely messages containing a personalised message, amplified by retargeted banners that will finally convince him to buy this product with a high level of certainty. Generalised A/B testing will ensure that the most efficient scenario is used at any moment.
Marketing automation can be used at any stage of the relationship between your brand and your consumer, be it acquisition, cross- and upselling or churn management. When you really listen to the behavioural triggers of your customer, you can closely match the right content with your customer’s readiness to continue his journey with your brand.