In this age of omni-channel marketing, consumers have numerous points of connection to your brand or company, but they only have one relationship with you. Guarding that relationship means executing across channels in multiple device options wherever that customer happens to be on the globe and in their decision-cycle. It means tailoring every consumer's experience on the fly for that moment in time and their particular needs, but also to their prior history with you. It means creating a consistent, uniquely relevant experience that connects past, present, and future in order to make every customer experience a positive one. Is that a lot to ask?
Of course it is, but you have no choice but to deliver. A typical consumer whether browsing or on a mission treats all companies and brands, even their favorites, like a utility. If they flip the switch it should work. Working means delivering what the consumer needs, which of course is different for every consumer. It should work from their mobile phone as well as their PC, albeit differently, and should deliver against their preconceived expectations at any time, day or night. It should recognize them and their preferences and purchases at the point of sale in-store, in their email box, and while browsing online. Working is always from the customer perspective.
What does it take to deliver against consumer expectations in this era?
You have one relationship with your customer across many planes and myriad opportunities to screw it up. It is getting more complex every day for marketers at the same time that customer expectations are being raised. Mere integration or cross-channel marketing won't do the job anymore. Omni-channel marketing is more than just another buzzword in the lexicon. It means preparing to truly put customers at the center of your planning and making their needs your priority. Are you ready?
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Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
Robin is the CEO and cofounder of NetPlus Marketing Inc., a top 50 interactive agency established in 1996 to focus exclusively on online marketing and advertising best practices. Robin brings innovative strategy and a depth and breadth of marketing experience to the agency's practice and management. As one of the industry's pioneers, she is a driving force behind NetPlus Marketing's ongoing success with a diverse and discerning client base that considers online results critical to their business success.
Robin is a frequent speaker at national industry events, including ClickZ, internet.com, OMMA, Ad:Tech, SES, Online Marketing Summit, and Thunder Lizard conferences and is a sought-after resource for industry and business publications for her insight and advice on such topics as digital strategy, social media marketing, and behavioral targeting.
March 19, 2014