Customer engagement strategy and brand reputation unpicked by Peter Hardingham
I've been involved in eCRM, communications planning and data strategy for global brands such as Adobe, Betfair, BMW Group, Fidelity, Mercedes-Benz, and Santander (amongst many others) across agency, data, comms planning and consultancy roles.
I'll demonstrate how to capitalise on customer engagement opportunities you have in your organisation - even if in some cases you don't know they are there.
A 360° customer view is unachievable despite the claims being made around 'Big Data', the ability to track attitudinal and behavioural loyalty or the future represented by neuromarketing.
Whilst customers are (occasionally) exposed to our brands and products at times of our choosing, it is (mostly) by their own choosing. Some of the most important triggerpoints and stimulation of need, desire, and aspiration occur outside our control or knowledge.
For example...seeing a new car on the road will greatly influence discussions and thoughts about what to buy next. The aroma from a glass of wine may stimulate memories of good times, leading to booking a concert ticket to recapture them. And the 2012 London Olympic feelgood factor will have created untold purchase considerations amongst consumer brand communities in the UK and beyond.
So what will make the difference in next generation marketing? The building of customer engagement and brand reputation with one measurable objective - optimised conversion to purchase.
Facebook's optimised CPM tool will now help us all track behaviours earlier in the customer journey and conversion funnel, and in conjunction with google analytics to measure impact on-site finding out what your customers want, and then making it easy for them to trust and buy it from you - sounds easy......
However to achieve this you will need to create relevant new content, offer timely messaging and dialogue with customers across multiple channels and opportunities to engage with the brand, products or services - respect their decisions to remain at a distance or a closeness of their choice but always, always measuring and optimising messaging and conversion.
All of this then links back to benchmarked brand and product KPI's as well as customer satisfaction and tracking studies, creating real-time dashboards.
So how do you do this and integrate it into your marketing strategies & comms planning? That's what this content will be about, so why not send me your hot topics for an unbiased opinion on how to bring it all together?......
Note: The opinions expressed here are my own and do not necessarily reflect the views of companies and brands I currently advise or have worked with.
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