Future inspiration awaits with professional design tips, success stories, and industry highlights.
Where can marketers make the biggest digital impact, in the shortest time, with the highest ROI? Easy. Innovative customer experiences. Too little creative thought is given to this in the best of times. In the worst of times, companies become shortsighted and transactional—trying to squeeze every last dollar out of any customer in sight, with little thought for the future. The best brands, however, remain relational—they continue to build customer relationships for the long haul—where the greatest lifetime value and return on investment resides. A complete program of digital experiences—for every step of the customer journey, is the most effective means of getting there. But it can only happen by design, not by accident.
The digital customer journey. Sounds appealing, but how do you make it real? An effective customer journey depends on three key factors:
How do you translate these requirements into digital experiences? For emotional impact, digital experiences must be quick and immersive, resulting in “magic moments” that deliver a positive jolt of excitement to your consumers. Timeliness requires instantaneous access to actionable data about what customers are seeking to know—right now, and in what form they will best absorb it. And digital experiences under your brand must share a common look-and-feel, consistent and high quality production values, and a unique and familiar voice. There’s little room for sloppiness, triviality or unsophistication if you want the digital journey to succeed. It’s relational, not transactional.
How can you apply these lessons to your own efforts at digital transformation during a crisis? By necessity, marketers are now in the high-velocity digital content business. They’re expected to produce a lot more digital content—faster, cheaper, and more personalized than ever. Most teams will need to do this with far fewer resources than before. This makes the rapid scaling of digital design, collaboration and content production paramount.
Examples of brands moving fast to create new meaningful digital experiences in the time of COVID-19 include global furniture dealer Insidesource. The company launched a digital magazine and started an online competition called Quarantine Studios. This crowdsourced initiative invites participants to create furniture made of unconventional materials found at home. The winner will have his or her furniture professionally reproduced by Corral. This is a brilliant example of a brand authentically and creatively engaging with its audience amid crisis.
Additionally, Colliers International quickly implemented a digital COVID-19 resource hub to provide its EMEA customers with trends and observations on how to respond absent “business as usual” conditions during the pandemic. The content ranges from webinars and country-by-country viewpoints to sector-by-sector recommendations for managing the rapidly changing real estate landscape. It’s a timely, high-value digital communique consistent with the Colliers global brand. Relational, not transactional.
Another consideration: autonomy. Under these extraordinary circumstances, it’s critical for marketing teams to take charge of crafting the customer journey themselves and depend less on technical or outside teams. Organizations can no longer afford to have development resources or outside consultants handling tasks that marketing teams can now manage themselves. New marketing technologies can help to bridge the gap. But what new technologies can marketers leverage to make up for radically shortened timeframes, higher expectations of productivity and significantly reduced resources?
One place to start is with the new “code-free” platforms, which alleviate the need for expensive programmers to be involved with content design, production or hosting. Code-free technologies were created for just this purpose: to enable marketers to do more with less, and do it quickly and efficiently. What once took many tools and laborious collaboration between designers, marketers, developers and operations can now be accomplished with ease by marketing teams alone. Resulting in more digital content, faster, with almost unlimited variety—no coding required.
Second, analytics. The new visual analytics platforms help marketers “datafy” and visualize the entire digital customer journey, allowing them to respond instantly to individual consumer reactions and spot overall trends before they unfold across entire markets.
Third, webification. There’s an opportunity to “webify” old, static content—traditional PDFs and PowerPoints—and transform them into a new generation of visually appealing, interactive digital experiences. It could be anything—from sales presentations and market research reports to product demos, instructional videos and customer portals. These new digital experiences will surprise and delight most customers and leave them wanting more from their relationship with you.
Finally, IT integration. Marketers can help relieve huge IT backlogs by making certain their new marketing systems integrate with their organization’s legacy IT systems, such as CRM, CMS and e-commerce. These integrations enable marketers to leverage the customer data, digital assets and digital content already housed in those systems. And it dramatically speeds up digital content production from those systems. The fastest ROI in the world is to leverage existing investments for greater throughput and economies of scale. For the first time, marketers can become heroes to their IT organizations—not adversaries.
In conclusion, with no choice but to focus online, it’s imperative for companies to double-down on digital transformation—and not run away from it. Marketing teams have a unique opportunity to demonstrate agility in the face of massive economic disruption and drive digital transformation for their companies by focusing on new customer experiences. The immediate and positive impact on customers and the bottom-line are inarguable. Do more with less, do it well—and do it now.
If you’re ready to do more with less, do it well—and do it faster, then schedule a demo with Brandcast today. We’ll show you how you can create and maintain customer experiences without writing code, so you can start converting more leads into customers faster.
Designed with Brandcast