A recent study conducted by Tapad and Forrester reveals that when it comes to doing business online, more than half (51 percent) of consumers choose the device they use based on whatever they're nearest to when they first become interested in a product or brand. This information should make marketers stop and consider whether all of their brands' touchpoints are effectively engaging the customer.
The study also shares that only 22 percent of users spend the entire time researching and purchasing products on the same platform, which is why it is critically important to make sure every customer experience is seamless and convenient - otherwise they'll go somewhere else.
Whoever your audience may be, here are two important things to remember when it comes to multichannel marketing:
When brands embrace multi-channel marketing and focus on making a convenient and engaging experience across all devices, they will have greater customer satisfaction and improve their ROI.
- Convenience - Whether your customer is on a desktop, tablet, or mobile device, it's imperative that all their devices offer a streamlined customer experience. Because consumers bounce between devices, we as marketers must focus on all devices, not just one specific channel to enhance.
- Personalization - Preference management allows customers to control the conversation and indicate how they would like to be communicated with across all channels. If the customer relies heavily on their mobile device but don't see their choices reflected on the desktop, they will become frustrated and eventually seek a better experience elsewhere.
Eric Tejeda is the Director of Product Marketing for PossibleNOW and CompliancePoint. Eric supports the organization’s growth objectives by productizing and launching innovative new products and services that fill critical needs in the marketplace.
With 25 years of experience, Eric firmly believes that permission-based marketing and preference management is a mega trend and the path to success for marketers today.
Labels: brands, customer experience, customer satisfaction, marketers, multichannel marketing, preference management, ROI, touchpoints