DIGITAL MARKETING CONFERENCE
Expand your
Experience
From content to conversion and beyond, we sift through some of the factors influencing customer experience in 2015
YOU GET WHAT YOU GIVE According to NewsCred, 72 per cent of marketers believe branded content is more effective than magazine advertising. Sixty-nine per cent reckon it beats direct mail and PR. And 70 per cent of consumers say they prefer getting to know a company through articles and features rather than ads. Content doesn’t have to go viral. It doesn’t need to win an award. But it does have to convey authority, personality and provide a genuinely useful experience. As
Copyblogger.com founder Brian Clark puts it: “The paradox is the more info you give away, the more people will buy what you have to give.”
YOU TALKIN’ TO ME? No, really. Are you talking to me? Buzzing around the marketing industry this year has been the notion of ‘personalised marketing at scale’: different ads for different audiences. The differences can be major—an entire positioning strategy—or minor: a simple pic, video or bit of copy. Getting it right requires creative flair and technological know-
how: programmatic marketing may prove to be the key. But at its most astute it could mean brands responding to users who’ve just Tweeted about a relevant product or service. Do it in real-time and you’re talking real engagement by creating marketing that matters in the moment.
WHAT’S THE STORY? According to Goodreads, just under 30 per cent of us will abandon a novel before we get to page 100. Unengaging storytelling and weak writing are the most commonly cited reasons. The same applies to the stories brands tell and the way we engage with them online. And since, increasingly, our experience of a brand is our experience of its story, they’d better be page-turners. Think you haven’t got a story? Think harder. “Great stories happen to those who can tell them,” noted the US broadcaster Ira Glas.
CONSISTENCY COUNTS Tied into personalisation and content is the notion of cross-channel consistency.
View the agenda and register at fi
garodigital.co.uk/conferences.aspx or call 020 7870 3380 35 issue 25 july 2015
Consumers don’t care about how your team is structured or whether the IT and marketing departments get on. They do care about jarring changes of tone and messaging, being able to access brands 24/7 and having a clear, coherent, informed experience. According to Forrester, customer-centric companies have seen a 43 per cent rise in performance. That’s set against a 33 per cent decrease for companies who’ve neglected customer experience.
AVOID THE POST-CONVERSION COMEDOWN A customer lifecycle is exactly that: a cycle. Conversion is a point on a continuum upon which, you hope, your customers will remain. That means that what happens after purchase is just as important as what happened before. Providing offers in return for social shares can help activate good old word-of-mouth. There are cross-sell and upsell opps. Follow-up emails help cement the relationship. Post-conversion is when consumers are at their warmest and most open towards a brand. They may also want to be reassured that they’ve made the right decision. (Psychologists refer to ‘buyer’s remorse’: the cognitive dissonance we feel after shelling out for something we want but aren’t sure we can afford.) Let consumers know you still respect them and that the relationship isn’t over. It’ll boost their confidence in you, and lay the seeds for mutual, long-term commitment.
JON FORTGANG
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