In a constantly evolving marketing world, it seems that every day an existing trend or channel is declared dead or irrelevant for the modern-day marketer. But as the digital revolution continues to take over every platform and medium it comes face to face with — perhaps it’s time to acknowledge that they’re not becoming redundant but are instead evolving. Rather than drawing a line down the middle of traditional and digital marketing; with print, TV and radio firmly on one side, and any online marketing activities on the other, it’s time to consider their full integration. Earlier this year, in an interview with Think with Google, Marie Gulin-Merle, Chief Marketing Officer for Calvin Klein and Chief Digital Officer of PVH, made a controversial statement.
“It’s misleading or very duplicative to talk about traditional marketing and digital marketing.”
When it comes to putting customers at the heart of your strategy, Gulin-Merle is right. The customer journey has evolved, and non-marketers don’t think of brand experiences in terms of digital and offline. If they come across a print, TV or radio ad they like and visit a physical store, that doesn’t mean their journey will stop there. They will likely also conduct research online; read your content marketing material, sign up to an e-newsletter, follow your social media channels, watch your educational videos and search for reviews. If the online world and the traditional approaches don’t seamlessly align, your customer’s experience becomes disturbed.
In fact, misalignment of marketing channels can stunt personalization efforts. According to CMO, only 1% of marketers believe they are delivering a consistent, personalized, relevant experience across all channels. It’s time to blur the lines once and for all, using digital to advance approaches across the board.
To truly merge online and offline brand experiences in B2B marketing, businesses need to create consistency across all touchpoints. MarketingSherpa found that 72% of adults prefer to communicate with companies digitally. According to SDL, 60% of millennials expect consistent brand experiences; whether they’re in store, online, or over the phone. And, BigCommerce found 25% of consumers have made online purchases while standing in a physical store. So, no matter where your leads, prospects or customers are receiving your communications, they need to be in-line with each other. Ensure you have an integrated marketing strategy in place that accurately reflects your brand values, your marketing objectives and fully incorporates all the channels and technology you will use.
Today, user journeys don’t stop. As consumers, we rarely ‘log off’. Consider this when designing your marketing plan — and like the integration of digital and analogue approaches, ensure your teams integrate seamlessly, too. Outline objectives and include technology from the beginning. The only way to futureproof your tactics is to transform them with digital technology. Make use of quality data, gain audience insight and give your customers the experience they want to ensure loyalty, retention and reduce the risk of churn. This is where personalization adds significant value to your marketing efforts, and in turn, changes the face of mass marketing. According to Econsultancy, 81% of leading marketers agree that machine learning will be critical for personalized customer experiences. While we said that pronouncing marketing tactics dead isn’t always true, it’s fair to say that mass marketing has been proving less effective and has evolved into a more personalized approach. A one-size-fits-all strategy no longer works, and creating individual experiences is crucial.
Interestingly, CMO found that almost half of marketers feel they lack the necessary talent, technology and processes to master omnichannel marketing. There are hordes of available software solutions and marketing tools to help supercharge your integrated marketing communication approach. Don’t forget to use the data you acquire through online channels to fuel your offline marketing. Gain insight into consumer behavior and demographics and use this to run a direct mail campaign or choose the style of print advertising you display. Find out through online research and social posts what your key decision makers are reading, watching, listening to and talking about, and use this to make educated advertising decisions.
According to the E-Tailing Group, increasing personalization across more channels can increase overall consumer spending by up to 500%. Website personalization is the final piece of the puzzle when it comes to personalizing user journeys and customer experiences. Webeo is changing the face of B2B websites as we know them. Our software tailors site appearance based on the business IP address of the visitor. It works in real time, editing the appearance, content, language and welcome message of your website. Position yourself as a leader in your lead’s industry with relevant content and messaging. Improve your customer journey from start to finish and streamline your offline and online touchpoints with the perfect website for every visitor. Discover Webeo and book your demonstration.