The customer today conducts extensive research, weighs all the options, has a quick attention span, consumes information across channels, and then makes a buying decision. If you can't reach to her in a jiffy, you will lose her attention. You have to be ready to interact with her on her terms.
“70% of buying experiences are based on how the customers feel they are being treated. - McKinsey “
Spray and pray marketing - time to change
For too long marketers have applied spray and pray approach to digital marketing.
They have taken their message to customers using limited channels, hoping that some of it would stick. But a campaign without direction just saturates the customer without any real value. Are you paying sufficient attention to the needs of your customer?
Key characteristics of a new customer:
“The world as we have created it is a process of our thinking. And, to successfully keep up with it, we have to keep changing our thoughts.”
Orient your marketing landscape to customers’ decision journey and keep her engaged.
89% of marketing leaders said they expected their companies to compete "mostly on the basis of customer engagement".
One-to-One Marketing improves customer engagement
One-to-One Marketing is characterized by the ability to communicate in a personalized and relevant manner across all touchpoints with prospects and customers. It delivers the right message to the right person at the right time, and now, in the right channel.
Hope this was helpful enough for you to send personalized messages to your customer, engage her with your brand, and make her a repeat valued customer.
You can also take a deep dive into the notion of One-to-One Marketing, click here to download the guide that will give more insights into personalized approach of doing business.