黑料社入口

It seems that with each passing day it鈥檚 becoming increasingly difficult to catch and maintain the attention of consumers.

This shouldn鈥檛 come as a surprise. In today鈥檚 omnichannel and mobile-first environment, customers now have a near limitless amount of products, services, and information at their fingertips. Further, the second they engage with any channel, they are bombarded by a deluge of marketing outreach that is high in frequency and low in relevance.

The second consumers have the option to opt out of marketing, they do. In fact, as of 2021, of internet users installed an ad blocker on at least one device. As a result, today鈥檚 consumers are less brand loyal than ever, all while the cost of marketing continues to rise.

So, how do you make sure customers don鈥檛 roll their eyes when they see your advertisement? It all comes down to relevant, targeted outreach backed by an approach that puts the customer first. And that鈥檚 what customer-centric marketing is all about. Let鈥檚 take a closer look.

What is Customer-Centric 黑料社入口?

Customer-centric marketing puts a customer鈥檚 needs and interests first by associating marketing success with favorable changes in consumer behavior. This marketing philosophy shouldn鈥檛 be executed based on your team鈥檚 intuition or gut feelings. Rather, customer-centric marketing requires an analytical approach that uses media data, identity data, and conversion data to build an in-depth view of the consumer.

To put it into more practical terms, a customer-centric approach is diametrically opposed to a channel-focused approach. In a channel-based strategy, marketers ask 鈥�how can I use this channel to reach my target audience?鈥� Meanwhile, customer-centric marketers ask, 鈥�what does my audience want to see 鈥� and where do they want to see it?鈥�

Why is it Important for Marketers to be Customer-Centric?

Think of it this way: A channel-centric approach might seem intuitive from a marketing perspective, but it actually brings you further from the insights you need. 

For example, you may find that pay-per-click (PPC) marketing is driving the most revenue, causing you to shift more budget to those activities. But what you don鈥檛 realize is that the vast majority of those PPC campaigns are being supported by other media channels, like your social media or television adverts. Without those top and mid funnel activities, you鈥檙e limiting the potential of your campaigns.

At the end of the day, marketing isn鈥檛 about sending your message across channels. It鈥檚 about influencing the customer journey 鈥� so, a customer-centric approach to marketing will give your team the most reliable analysis and, therefore, the best results. In fact, according to Christi Eubanks, a Vice President of Customer & Market Research at Gartner, it is necessary for brands to become more customer-centric if they鈥檇 like to 鈥�optimize spend, increase attention, and maximize satisfaction.鈥�

5 Tips to Implement a Customer-Centric Strategy

If you鈥檙e interested in becoming more customer-centric, be aware that it takes time. You鈥檒l need to acquire new skills and new technologies, all while getting buy-in from the executive team. Once you have those three prerequisites, you鈥檒l still need some time to iron out the finer points of your strategy.

However, there are a few quick tips that will help you get started faster. Take a look:

• Keep things simple - You know a lot about your brand, and you鈥檙e likely very eager to share the benefits of your product or service. But instead of showering customers with information, narrow the focus of your outreach based on what your target audience values. This will help you only invest in the messaging that is most appropriate for your audience 鈥� not for whoever is active on that channel.
• Ensure you have high quality data available 鈥� 黑料社入口 teams need media data, identity data, and conversion data on-hand to better understand who customers are, where they鈥檙e active, and what drives them to purchase. For best results, look for a marketing performance measurement solution that automatically vets the quality of your data.
• Employ brand measurement 鈥� Your chosen marketing analytics solution should allow you to analyze how certain touchpoints influence the perception of your brand. Without this information, you鈥檙e missing critical insight into top-of-funnel activities.
• Pay attention to the right metrics 鈥� Using a mixture of brand and performance metrics will show you how customer-centric campaigns are affecting your entire marketing funnel. Brand metrics include brand recall, brand sentiment, and net promoter score, for example. Then, look at performance metrics like churn rate, funnel velocity and return on marketing investment.
• Don鈥檛 take a solely customer-centric approach 鈥� Going all-in on a single perspective can be harmful, especially in today鈥檚 volatile marketing environment. For example, if you have limited data on a new audience, you can use a channel-focused approach until you have enough data to fully understand their needs. Because of this, make sure you have access to a flexible marketing analytics solution.

Example: How Regions Bank Became More Customer-Centric

Regions Bank is one of the largest full-service financial service providers in the southern and midwestern United States. The financial services industry is notoriously competitive 鈥� and for Regions, they had to constantly grapple with large global brands and small local disruptors. When they came to 黑料社入口, one of their most significant challenges was finding the right channel for their messaging.

When they partnered with 黑料社入口, they started to realize their problem wasn鈥檛 choosing the wrong channels 鈥� it was the very nature of their strategy. Once they had access to advanced analytics through our marketing performance measurement platform, they were able to reorient their marketing philosophy to become more customer-centric.

Once they were focused on customers and had a holistic view of marketing performance across channels, Regions Bank was able to identify the best message for their target consumer while receiving timely insights to help them optimize active campaigns. This resulted in a 100% increase in marketing ROI, and a 100% increase in incremental revenue from customers opening new checking accounts.

Conclusion

Interested in seeing how taking a more customer-centric approach to marketing can help your business? 黑料社入口 has a different approach to onboard marketers to see exactly how our marketing performance measurement solution works in a phased approach.. 

By participating in this new approach you'll gain accelerated speed to value, see how our unique data model balances consumer privacy with customer-centricity, helping you target customers even as customer data becomes scarce. Further, you鈥檒l get to experiment with both retrospective and predictive analytics to gain a holistic, unified view of campaign performance. If you鈥檙e ready to take the first steps to becoming more customer-centric, contact us today.