Tuesday, December 17, 2013

Customers Are Changing, But Is Your Marketing Keeping Up?

Today’s customers are smarter than ever before. “Empowered with mobile devices and social media, customers are reshaping the dynamics in both B2C and B2B environments.” As a result, marketers and brand strategists must understand all available data to drive engagement and sales across all touch points.

Does your business need help in navigating the turbulent marketing landscape? How well does your business know its core audiences? How well does your business know your extended audiences in the race to attract new customers? How well does your business understand its marketing analytics?

Don’t get left behind. Understand today’s smart customers by answering these questions:

[1] How many customers use social media to engage with your brand on a regular basis?

[2] Do your have a social media plan to engage with customers in real time?

[3] Does your brand have a mobile-accessible website?

[4] If you offer e-commerce, are e-commerce options easily transferable to the mobile environment?

[5] Do you have a crisis communication plan when and if something negative is written or spoken about your brand on Facebook, Twitter, or another social site?

[6] What are your customer service capabilities? Do you offer online chat? Do you offer 24/7 service? What are your alternatives if your customer service options go down?

In addition to intelligence, today’s customers have high expectations. They demand customized experiences and quality service. They also demand the same level of service across all interactions: website, emails, text messages, in-store and face-to-face interactions, advertisements, social media, call center, direct mail, display and paid search ads, and post-sales service and support. According to IBM’s State of Marketing Survey from 2012, only 29% of marketers believe that they are effective at integrating channels, which means that your business can become an industry leader if you create a compelling message and carry it out across all channels.

If your business designs a complete customer journey and coordinates marketing efforts across all communication channels, you will have the opportunity to lead your industry and set the standard. Your brand can become the one everyone talks about. Don't you want that?


To read the entire white paper used as the basis for this post, “Marketing: Connecting with the Chief Executive Customer,” here’s the link: http://www.rethinkyourcustomer.com/form/MKT-EBK

Image Credit: suphakit73 via FreeDigitalPhotos.net

This post was written as part of the IBM for Midsize Business program, which provides midsize businesses with the tools, expertise and solutions they need to become engines of a smarter planet. I’ve been compensated to contribute to this program, but the opinions expressed in this post are my own and don’t necessarily represent IBM’s positions, strategies or opinions.

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