Unpacking Some Souvenirs for Marketers

Patti RennerPart 1 of 2
After traveling last week, I wanted to make sure I gave each of you some souvenirs from last week’s show (“Knotice-Went-to-eTail-West-and-I-All-I-Got-Was-This-Lousy-Shirt” is not quite my style). And as the word “souvenir” comes directly from the French word “to remember,” here instead are some tips and takeaways – real souvenirs – that I hope you value more than a shot glass from the gift shop. Throughout the panel discussions and sessions at eTail West last week, a few key themes dominated:
  1. Multi-channel marketing from a data-driven platform – Audience targeting made available (and easy) through a data-based platform can directly fuel growth. By capturing all behavioral and attribute data in real-time (of both anonymous and known consumers gathered from both online and offline behaviors) within a profile-based platform environment will deliver the reach needed for successful direct digital marketing. Data can then be used to personalize each consumer’s experience by channel preference, featured product, demographics, spending behavior, etc. Check out last week’s post about this.
  2. Mindless consumer experiences – When all channels work together as one seamless experience, the concept of “multi-channel” becomes outdated. Consumers don’t see things as “channels.” They simply want a great experience with your brand that is “mindless” (e.g., uncomplicated and flowing). It’s quickly becoming a raw expectation to deliver great experiences at every possible point of engagement.
  3. No more silos – It’s time to break down the rigid territories within your organization to better provide that seamless experience your customers want most. It helps to have a single decision maker or creative team manage your direct digital marketing across all channels. That can translate into one creative team for the entire company. Having a culture that supports bringing all channels together is essential for providing that seamless multi-channel approach. And those organizations that insist on a single-channel or silo’d focus will continue to struggle as a result.
  4. Social and mobile as key customer touch points – Social and mobile both serve as customer touch points, so it’s important that they have the same voice, creative and marketing approach to continue that seamless experience of brand image. Allowing social (Facebook and Twitter, specifically) into your mix can be a concern as marketers must give up much of the control of posts and messaging. But social is a natural channel – and offers a great opportunity to demonstrate exceptional customer service. You may not be able to control those who say bad things about your brand, but you can control your response as you win them back, for all to see.

Stay tuned Wednesday for the rest of my tips and takeaways from eTail!

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