Today’s marketers have a variety of distribution channels - from marketing applications to social media networks - available to utilize in their marketing strategy. Empowered consumers pay attention to how brands engage with them across all channels, whether it is through social media, mobile or wearable technology devices.
For businesses looking to create a sense of community and retain customers, it's important to create a cohesive journey across multiple touch points both on and offline. The challenge for marketers is determining which combination of outlets is the best fit for the brand, and how to incorporate the message in its existing outreach strategy.
Determining the right approach for a brand to engage consumers can be challenging, especially since new channels like wearable technology continue to emerge in the digital space. Most channels marketers use to engage with their customers are determined by trends driven by Millennials and Gen Z.
For example, in a recent survey by STARTEK, 70 percent of consumers are ready to begin engaging with brands through wearable technology. Similarly, three out of four Millennials believe wearable technology is a unique approach for brands to connect and engage with customers.
When creating marketing strategies, ask how each channel will contribute to growing the brand’s network of customer advocates. How do these consumers want to interact with brands?
For Millennials, social media and wearable technology devices are obvious touch points. For Baby Boomers, a more traditional approaches like email marketing may be a better fit.
Brands have to understand where and how their audiences are consuming content in order to create a strategic approach to authentic customer engagement. In return, brands are able to collect real-time insights and behavioral data to have a deeper understanding of their customers’ patterns.
Today’s marketers must choose the right channel to reach their audience and take advantage of consumer preference data in the process.
STARTEK’s consumer research found that half of those surveyed would buy wearable technology just so that brands can send alerts and have insights to their lifestyle, including information on purchase habits, likes and dislikes.
These audience insights create opportunities for brands to connect on a deeper level and provide more personalized messages to different segments of their consumer base. Consumers are more likely to build and maintain relationships with brands that understand them and how they like to engage.
For example, a user interaction occurs when a customer praises a company through a tweet, or “checks in” at a location through their mobile device. Brands can then use the information collected at these intersections of customer engagement to create tailored messages unique to audience interests. It’s this level of personal connection that can turn first-time buyers into lifetime brand advocates, and keeps marketers connected to its consumers.
Today’s consumers are constantly feed digital messages, and brands are forced to compete for their attention to emotionally connect with their consumers. Consistent messaging remains a key factor in creating effective cross-channel engagement strategies, and marketers need to examine the value of a new channel before adding it to the mix.
Three questions to consider are: Who is your audience? How are they consuming content? And most importantly, how can they be reached and impacted by the message?
From wearable tech to mobile to email, the brand voice must remain consistent across all channels and communicate consistent messaging specific to the platform’s audience. More than a spokesperson, tagline or logo, a consistent brand voice is a distinctive experience that establishes valuable connections to the brand.
The key factor behind successful cross-channel marketing is measuring audience engagement across all platforms to identify the intersection of consumer behavior and personal connections with the brand. With the consumer in control of the content they’re served, marketers are able to cater message strategies specific to their audience and continue building personal relationships with new and existing customers.
View the Wearable Tech Survey findings here.
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