Timely Customer Responses and Digital Marketing
Today’s customer is intelligent, savvy and in control of what they want to buy. As a result, customer expectations are very high in regards to the information they receive from sellers. Assuming that your company can withhold certain information from customers is nothing short of a terrible mistake. This is even more true in the digital marketing sphere, particularly social media.
According to a recent Bain report, “today’s consumers expect brands to anticipate their needs and be there with useful information at the right moment, every time.” In other words, your customers will tell you what they want to hear from you. This all seems very simple, yet most brands will ignore this timely advice.
Bain & Company, in partnership with Google, surveyed nearly 1,700 senior marketing executives around the globe to find out how they use their insights and technology to engage consumers. Below are three key points on how to meet the moment.
How to get the timing right
- Connect your systems. Integrate platforms and uncover more audience insights so that you can deliver more relevant messages to your customers.
- Test and learn. Conduct experiments to discover new opportunities, and refresh critical marketing metrics and dashboards to support decisions.
- Share the insights. Make reporting and insights available to your teams so that more people can take action.
Data-driven decision making is simply inevitable in a world of one-to-one interaction between brands and their customers.
