“One of the biggest challenges marketers face today is getting people into the hopper, getting them to convert and stay as lifelong customers,” said Gene De Libero, Strategy Director and Head of Consulting for GeekHive Marketing Technology Consulting, during our recent MarTech. conference.
There are several factors that can affect a brand’s ability to attract, convert and retain customers, but virtually all of them stem from a single problem: disconnection. If marketers can’t properly connect with customers due to technology, data, or experience issues, their ROI will inevitably decrease.
“There are disconnections that keep us from getting to where we have a lot of people converting and staying as long-time customers,” De Libero said.
Disconnections in your marketing campaigns should be addressed as soon as possible to avoid more serious issues in the future.
Disconnected customer experiences
Most marketers know that customer experience is important, but many fail to understand what their customers want or how to solve problems. De Libero highlighted this disconnect with customers by sharing a study from Forbes, which found that there was an approximately 80% increase in revenue for companies focused on improving the customer experience.
“There is a bit of a lag because there is a customer desire that is not being met,” De Libero said. “When we look at the stats, the average gap between what the customer expects from the brand and what they get was around 38%. It is a yawning void.
He added, “Once these things have happened, it is already too late. So why don’t we start by making sure that our customers’ customer experience is as great as possible? “
Disconnected customer data and analytics
“While 80% of these marketers are excited to collect first party data,” said De Libero, “only a small percentage of them use the data to deliver that full cross-channel experience to their customers. “
Addressing the disconnected customer experience requires data collection. While collecting non-proprietary data isn’t as easy as it once was due to critical privacy legislation, marketers have a variety of tools and tactics to help them out. to adapt.
Unfortunately, far too few marketers are using these resources, which seems to stem from quality issues and disconnections in the data collection process itself.
“If you look at the share of projects that use marketing analysis before making a decision, you can see that there has been a decline in the use of marketing analysis to guide decision making,” said From Libero. “It’s because the data is of poor quality. “
Disconnected artificial intelligence and machine learning
There has been an explosion in the marketing space for artificial intelligence and machine learning over the past few years, mainly due to the growing desire for automation by marketers. But too few brands use these technologies.
“84% of digital marketing leaders believe artificial intelligence will improve their ability to deliver personalized, real-time experiences to their customers,” said De Libero. “But only 17% use artificial intelligence and machine learning throughout the marketing function. “
These technologies can aid your marketing efforts by improving customer segmentation, automating time-consuming tasks, personalizing campaigns, and more. Excluding them from the process could hamper customer growth, especially for enterprise-level brands.
How to fix marketing disconnections
“The only way to generate revenue, acquisitions, conversions and retention is to deliver great customer experiences,” said De Libero. “Customer experience is everything, it’s the most important thing. “
He added, “The voice of the customer is going to help you drive this experience.”
However, tackling these disconnections goes beyond the customer experience, although that is the top priority. Marketers also need to unify every aspect of their campaigns to serve as the foundation for these experiences.
“If you can use these strategies – customer experience, content, data and marketing technology – you can unify them and have a strong digital strategy that you can build on,” De Libero said.
“It is the basis of digital transformation, the basis of marketing transformation and much more,” he added.
Watch the full presentation of our MarTech conference here (free registration required).