The voice-of-the-audience (VoA) has grown stronger and complex, forcing brands to focus their strategies into building more comprehensive experiences that would drive greater levels of engagement and enhance relationships. Fluctuating economic conditions and an aggressive market landscape adds to the equation, making the brand push boundaries to build an active presence and participate at every touch-point. For traditional brands, marketing efforts are still being driven in siloes – their presence is scattered across platforms and the lack of an unified approach makes it difficult to extract the actual ROI.
Brand experience is the cumulative effect resulting from all visual, verbal and emotional connections with its audience enabling acquisition, retention and rediscovery. A unique and differentiating experience not only makes the brand stand out from the crowd, it drives the consumer’s choice. As a user, when you buy a product/service, you buy an entire experience starting from product research to the simple shopping cart and finally to customer service/support. Every touch-point becomes a priority creating the need to involve internal functions thereby ensure customer delight.
Re-energizing marketing efforts by deploying intelligence-enabled decision models can play a vital role in taking the brand to higher levels. Innovation and technology are two key scorers when it comes to defining the brand experience algorithm.
To define an ideal experience framework, it is necessary to:
Identify experience drivers
Identifying the factors for customer stickiness is the first step to building any type of brand experience. Customers are happy if their needs are met, queries are answered, issues are resolved and future requirements are proactively anticipated by the brand. Social listening and an analysis of social data will provide in-depth insights to understand the audience needs and predict their actions.
Deploy an effective marketing mix
Choosing and leveraging the right marketing mix between owned, earned and paid media can be crucial in bringing the brand closer to its audience. Adaptive marketing can enrich brand experience through intelligent targeting and personalized marketing – converting public en mass messaging to focused one-to-one conversations.
The unified responsive user experience
As technology evolves and platforms grow, media usage and consumption patterns change. Consumers choose media based on convenience. Streamlining communications across a wide variety of platforms and devices has become easier. Modern technology can help build a responsive experience while preserving content. This makes it easy to manage the content and bring in uniformity.
Build functional sync
Customer delight is driven by satisfaction. Brands operating in functional silos create gaps within the customer lifecycle deflating the brand experience. Functions need to be wired up and they need to constantly engage with audience. Integration of social CRM suites and engagement tools into functional processes help in managing workflows and hand-offs.
Audience interaction and engagement needs to be evaluated at every step. While social platforms provide built-in mechanisms to measure effectiveness on their own platforms, it takes a lot of number crunching and analysis to build a model that measures the cumulative effort. To accurately measure the overall effectiveness, brands must implement their equations to feed into their marketing goals.
The old way of building a social network page to garner likes cannot be the leitmotif of a social strategy anymore. Every interaction is an opportunity. Brands need to think out-of-the-box to innovate new experiences and ways to interact maintaining its promise and value.
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