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As the world becomes more hyper-connected with the mainstream adoption of online ecosystems, more brands are struggling than ever to connect with their customers. Changing economic climates, shifting consumer perspectives, and evolving technology are creating a rift between brands and their target audiences.
The multifaceted and flourishing digital landscape has put vast amounts of information and consumer data at the disposal of businesses and brands to create more personalized online experiences and to serve a digital-centric market. rice field.
But just as these technologies put more emphasis on the importance of customer preferences, the same systems created a disconnect between brands and consumers.
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road to discontinuity
Strategies that once helped marketers reach audiences are no longer working as effectively as they once did.Almost 30% of marketers Online and digital marketing investments yielded average or no returns.
Despite seemingly unlimited access to consumer information, research 68.6% of businesses have little understanding of how their customers think and how they respond to evolving needs.
Technology is at the heart of the disconnection crisis, but other key factors, such as hybrid and remote working models, are also fueling feelings of declining engagement among teams and customers.
and 2022 State of Remote Work ReportApproximately 52% of employees who have started working remotely due to the pandemic feel less connected to their colleagues. Efforts to bring employees back to the office have been met with hostility in recent years, as the majority of employees now want more autonomy and flexibility in their day-to-day work lives.
The disconnect between brands and customers, and between brands and technology, is driving stagnation in online expression growth and shrinking the bottom line for companies.
While there can be multiple other challenges for business owners and entrepreneurs, reconnecting with customers in a digital-centric world poses far greater challenges than many imagined. increase.
Reintegration of brands and consumers
Managing multiple customer retention strategies on different platforms not only requires know-how on how to manage all these systems, but also knowing how to ensure and efficiently execute these strategies. , also requires a large team of knowledgeable professionals.
While this is not impossible and may seem out of reach for smaller ventures and start-ups, leveraging key strategies that ensure continued brand development and message delivery can It can be an effective tool for marketers to narrow the chasm between brands and customers.
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meet where the customer is
An effective growth strategy starts with recognizing where your customers are and refocusing on connecting with them holistically through these channels.
Brands often want to see their customers from an executive’s perspective and deliver their marketing message from every angle possible. Unfortunately, these strategies create a further rift between the two, making it difficult for brands to see increased message engagement.
Overwhelming consumers with targeted ads, emails, blog posts, and online content is increasing digital fatigue. First, focus on growth strategies that enrich your customer’s online journey, using these channels to drive more purposeful connections.
Adopt a data-driven approach
Paradoxically, data has become a key component of marketing growth strategies, helping to bring brands back into the client’s peripheral vision.
With data, businesses can get a clearer understanding of where to find their target audience and how to effectively communicate their branding message. Consider where your customers often start their online journeys, track their online activity, and what their preferences are when it comes to social media platforms and other digital channels.
Reported by bright edge research We found that 68% of online interactions are initiated through search engines. Using these metrics in conjunction with customer activity is already beginning to create a clear picture of how data can be used to create more proactive marketing approaches without overwhelming your audience. increase.
Evolving beyond CRM technology
Instead of managing your customers with outdated CRM technology, focus on how to build a platform that gives marketers greater flexibility and scalability. To build a centralized yet consistent customer experience, companies need to migrate data from siled databases.
However, evolving beyond what is familiar requires a significant investment, especially when leveraging shared cloud-based data platforms.
By creating a more fluid connection between marketing techniques, sales, and customer feedback, brands can ensure that high-quality messages are delivered while improving overall customer engagement.
More consumers than ever before value speed, convenience, knowledgeable support, and after-sales on-demand customer service. report The results show that 80% of American consumers consider these key factors as part of a positive customer experience.
By adopting methods to break down various silos within the business and integrating these efforts into one sophisticated platform, companies can gain a technological edge over their competitors.
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Improving purchasing channels
For brands, more than ever before, they can improve the overall online experience by building targeted purchasing channels and improving back-end sales systems, such as fast, secure and reliable checkout capabilities on e-commerce platforms. Contributing to improvement is more important than ever.
Not only do online stores need to become more customer oriented in terms of completing purchases and minimizing the chance of cart abandonment, they also need to put a lot of effort into creating a mobile friendly experience. there is.
An increasing number of Internet users report using shopping applications on their smartphones and tablets. research We found that 69.4% of online consumers prefer these methods over regular websites.
In the early stages of business development, taking the time to properly integrate these capabilities into your digital marketing strategy may seem a little far away. But these consumer trends are reshaping how brands connect with their audiences and further enhance their digital presence.
Now is the time to stay connected
Building marketing growth strategies that effectively deliver brand messages requires companies to become more agile and adaptable in a rapidly changing digital ecosystem.
With consumers constantly evolving and trends changing rapidly, coming together with loyal customers means brands need to better understand where they find customers online, but at the same time. You also need to understand how to build an online experience without overwhelming your customers.
Finding the balance means companies and marketing teams need to be more open to trying new techniques, but at the same time they need to develop their own strategies tailored to their customer base, brand and online presence. There is.