Understand and Engage The Identified Target Audience

In the previous blogs we touched upon digital marketers and their strategies to leverage automated digital frameworks to get better ROI on their marketing campaigns. Now let’s explore the strategies to be considered around how best to leverage digital platforms, with a primary focus to understand and engage the identified target audience.

Market and Sales Intelligence

The first and most critical part of any marketing campaign is to get the pulse of your target audience right. Online marketing frameworks or platforms have analytics built into them that offer granular insights into customer behavior. This helps provide an opportunity in engaging customers with the right message, continually optimizing the website and personalizing the entire experience. These insights could also help marketers map visitor experience, identify patterns, and communicate the right information at the right time. They can also leverage these insights to dole out offers, recommend products and services customers can buy.

Marketing Campaigns and Customer Engagement

Digital marketing platforms offer various modules that can enable companies to effectively engage their target audience. These include:

• Sales enablement:

  The success of any marketing campaign would depend on close alignment between the marketing and the sales teams. The platform helps bridge this gap by helping marketing teams identify and understand new and active prospects on websites and delivering well-qualified leads to the sales team.
  
  
  Hence module should enable digital marketers to get a comprehensive overview of marketing performance and marketing channel effectiveness on the go. It also helps them identify and focus on top-performing marketing campaigns and personalize marketing campaigns based on prospect profiling.
  
  
  Further, it should facilitate seamless integration with existing CRM systems. This will enable the sales teams to get a clear understanding of the customer engagement channel for every customer segment, obtain daily lead reports – all of which can result in shortened sales cycles and improved customer conversions into sales.
  
  

• Email Campaigns:

  The platform’s email communication module should help marketers to create mailers that can drive better website traffic, get insights on customer response, offer customized content – all of which can improve campaign results and increase ROI.
  
  

• Multi-Channel marketing and communication:

  Forward thinking marketers understand that in order to maximize their client’s online sales opportunity and decrease web site abandonment, it is critical to add interactive live help services to company web sites and streamline consumer engagement by communicating consistently via multi channels such as Email, SMS, LiveChat among others – possibly all through a single and integrated solution platform. The solution should enable ‘call to action’ across channels on a single platform itself. It should also offer a robust reporting dashboard that can help manage & measure effectiveness of various channels used for a particular marketing campaign.
  
  

• Better engagement through integrated communication:

  The effectiveness of a digital marketing solution platform comes from the seamless integration of multi-media, multi-channel and convergence of mobile communications. This paradigm is essential to deliver a delightful user experience. What this is means to marketers is the effective integration of live chat, SMS, email, audio call, video call, co-browsing and co-navigation.

The platform enables various communication components to be customized quickly to suit lead generation and qualification processes specific to target audience of an industry. It offers the buyers an opportunity to speak with a customer service representative immediately or a contact centre agent exactly at their moment of interest. Clients can talk to these agents through next generation web chat that prompts them to chat with an advisor for a faster and hassle free buying experience; or on demand call back for an immediate or a scheduled call back from the agent just at the click of a button or via a missed call to a toll free number. All these will help result in faster sales conversions. The beauty of these features is that it can be extended and scaled to include offline, print or TV based marketing.

The digital marketers can effectively mix and match various communication modules to run tailor made campaigns resulting in faster sales conversions all with the help of a common integrated digital marketing altar. In the upcoming blog, we’ll focus on the various advantages of digital solution platform and how they help enable brands to achieve competitive advantage.

Building Online Marketing Components and Capability

Content, Brand and Demand Generation

Being different and standing out in a crowd has been getting tougher by the day for retailers. Potential customers get the same product or service from a number of companies or service providers. In such a scenario, how do companies then ensure their brand gets noticed? How can they effectively incorporate the human touch into their digital marketing strategies? In the next set of blogs, we will explore the use of technology to help retailers leverage the power of digital platforms for creating differentiated customer engagement

Online marketing platforms are cloud-based marketing automation platforms that make effective use of web communities, while also focusing on key areas such as brand development, marketing collateral development, online identity, localized re-branding, product/service video promotion, online credibility management among others.

These are per-packaged, out-of-the box integration solutions that complement popular CRM systems. They offer a wealth of core functionalities that are designed to help digital marketers improve their capabilities in ‘lead and demand’ generation and maintain unique brand identity while not compromising on the human touch. This could include areas such as web solution, web development, hosting, content management, user interface among other features.

Content Management & Branding

As they say, “content is king” and hence retailers can benefit from the platforms ability for efficient content management. The platform’s Content Management Solution is easy-to-use and with an intuitive user interface can help marketing teams to create, manage content effectively. The platform also offers an opportunity for digital Marketers to publish the client’s value propositions and product information on various types of sites such as information site, news site, mirror site, rating & review sites, social media channels, web portals among others. These offer an opportunity to digital marketers to engage the target audience better across various online channels available at their disposal.

Lead Generation and Demand Creation

Listening closely to the target audience’s online conversations regarding a product or service category and devising communication accordingly, is very critical for digital marketers as part of their human touch centric – lead generation efforts. Across the lead generation cycle of capture, nurture and convert, digital marketers can leverage the platform effectively. The platform supports lead generation efforts across marketing channels like emails, Ads, SEO and CRM, among others that can enable retailers to generate a good pipeline of prospects, who can then be converted to clients eventually. 

Generate more value for marketing investments

Digital marketers reach out to masses everyday through various advertising channels as part of their lead generation campaigns. This platform has a robust advertising module that enables targeting customer segments based on their geography, demography, income levels etc. The platform also offers the advantage of creating e-brochures, e-catalogues and other marketing collateral that can facilitate better call to action. With this wide range of advertising networks, sales partners and content publishers can take further advantage of a digital marketing platform’s mobile advertising functionality.

Further, another vital component of any online platform is the customer data analytics capability that will help marketers to strategize quantifiable marketing campaigns. These campaigns are not just restricted to online but also extended across mobile platforms. Content publishers for mobile devices and online retailers – can also go a step further and help integrate mobile payment solutions.

The online marketing platforms enable new age marketers to open up additional revenue streams – digital ads through the pay-per-call functionality – connecting online prospects and clients (advertisers/organizations). Marketing campaigns will now be in a position to deliver qualified prospects (clicks on a digital advertisement and provide his/her contact details directly to the customer engagement and sales team via telephone or drive online customers to clients’ websites). Now the marketers will be able to adopt different business models that will help their clients see increased traffic to their websites but also bring down the cost of adopting a holistic online marketing.

All these clearly point out the positive impact of an holistic digital marketing platform can offer to retailers and marketers, facilitating them to build desirable brands that offer a non-pervasive yet pleasing customer experience that is not just product or service centric but with an element of human touch.

Part 4: Role of the Digital Marketers in the retail sector

In the earlier blogs we tried to draw readers’ attention to changing landscape of the retail sector, the emergence of new age consumers and their buying patterns, among other things. The crux of the matter in all expert discussions worldwide is about the onslaught of digital marketing is the human touch in the era of e-retailing.

The digital world today is a medium that is being largely being adopted by retailers to target the new age consumer. The trend that has surfaced and would change the face of marketing – make every marketer a digital marketer retaining the flare of traditional marketing.

Digital marketing in the retail sector has its own challenges. Besides facing the task of establishing e-commerce platforms for their clients, marketers will also have to establish robust strategies and consumer engagement methodologies. Digital marketers will not only be tasked with enhancing brand identity, but will also be responsible for offering a great customer experience.

Objectives for digital marketers

The ‘right timing’ is very crucial in the world of digital marketing. Every digital marketer needs to make it his/her objective to interact with potential online buyers during key points of their online experience. New age technology, linked to websites and apps can be used to establish this interaction and maintain it.

Besides this, digital marketers will also have to focus on a few tactical objectives, which could include elements such as increasing web traffic, engaging and attention grabbing content, building brand loyalty, generating leads and managing customer experience across all platforms, among others.

Strategically, a digital marketer’s objectives are well cut out. Enhancing brand credibility and positive reputation for a client’s products or services is priority. This can be best achieved through a low cost platform that is scalable, modular and customizable to specific requirements within short span of time.

Leveraging Analytics to measure Accountability and Return of Investment (RoI) of marketing initiatives / campaigns, while formulating actionable insights accordingly, will also be the core objective of any marketing manager.

Challenges along the way

Challenges are faced in every walk of life and a digital marketer’s life is no different. The digital world offers innumerable challenges, all ranging from meeting requirements of fast paced consumers, overcoming their complex buying behavioral pattern, breaking the clutter to showcase your brand as a favorable choice, showcasing clear differentiation in marketing communications and the readiness to adopt new and emerging technologies, while keeping the costs low.

For every e-commerce business, each abandoned online transaction reduces revenue, increases acquisition costs and most important of all – represents a lost opportunity to land a long-standing, loyal customer.

Technology to the rescue:

Technology today seems to have answers and solutions to everything. Being faced with the task of achieving their objectives and facing the obstacles that come their way, digital marketers should come up with a technology based marketing framework that enables following key functionality:

• Organizing and managing frequently changing marketing (web) content
• Building and collating all types of digital assets and content – written, images/rich media
• Clearing confusion over content and process ownership that could affect ‘Time-to-Market’
• Introducing new features and marketing techniques (polls, surveys, etc.) without constant intervention from the IT department
• Deployment of an ‘All-in-One Customer Engagement Solution’ – that includes various functions such as content management, analytics, feedback, etc. Cost effective and practical engagement methods to enhance and reinforce a customer’s brand loyalty
• Engaging customers first over online channels and then also influence their offline customer behavior seamlessly
• Adopting customer friendly navigation, layout, etc. based on customer feedback and intelligence
• Providing sales team with a consistent flow of high quality leads
• Sustaining a prospective buyer’s interest in products/services over a long period of time

In forthcoming blogs, we will examine the necessity of a vital element – the human touch – that every digital marketer has to incorporate as a part of overall digital strategy.

Part 3: 3Cs for a holistic online buying experience

In the previous two blogs we spoke about the emergence of the changing face of the retail industry and changing DNA of the new age consumer. Let’s now focus on the 3Cs of holistic buying experience.

The mantra for success for retailers of today and future will all be about introducing customers to a Holistic Experience across entire gamut of touch points.  The classical word-of-mouth approach of brand building and product selling still has its place in the modern age but would ride on new age technology and communication. This fundamental aspect will propel retailers to be market leaders.  To achieve this, retailers need to first understand the 3Cs that drive this trend – Channel, Choice and Convenience. The optimal combination of the 3Cs will ensure retailers a sure shot way of winning more business from the new age consumers.

A recent study carried out by Comscore & UPS, Canada throws some interesting insights into customer online shopping experience.

Channels

1. The single most important factor, cited by 65% of respondents, was the ability to buy online and make returns in-store
2. Nearly 30% of shoppers want to be able to purchase in-store with their mobile device and want a mobile application for their smartphones.
3. Nearly 50% of consumers using a retailer’s mobile app are less likely to ‘comparison shop’ when using an app versus a browser.

Choices

Nearly 90% of online shoppers indicated they have placed items in their shopping carts and left the site without making a purchase.
 

Convenience 

1. Nearly 50% have returned a product purchased online.
2. 65% of consumers will shop more with a retailer if they offer a hassle-free returns policy.

These insights offer valuable direction to retailers to formulate their strategies. Forward thinking organizations understand that in order to maximize their online sales opportunity an integrated and value-added experience across all channels, including in-store, online and via mobile devices will be the need of the hour. Retailers need to keep a check on the following aspects to ensure success:

• It is common for a customer to require answers to specific questions in order for them to feel comfortable that they are making an informed purchasing decision. Retailers should ensure real time query resolution systems across shopping platforms.

• The brand identity, credibility and past user experience plays a major role in bringing potential customers to a website. Sustained investment needs to be made in building the brand.

• Many abandon transactions because they encounter errors. It may be that they are uncomfortable about providing personal information and the security of it, once supplied online. Frequently, online businesses have found that customers simply derive more comfort from human assistance when attempting to complete complex transactions especially for higher value purchases. A right technology partner can help build multi-level secured payment gateways that can assure consumers about the safety of the transaction.

• E-commerce businesses and digital marketers are now exploring new ways in which they can enhance their customers’ web journey and make it easier for them to place orders online at their moment of interest. To this end there is a growing realization that online consumers often need proactive assistance to complete transactions.

All in all, retailers should not only enhance and personalize customer shopping experiences but also align their marketing strategies based on buying patterns, different devices and platforms used in order to build brand loyalty that eventually drive sales!

Part 2: DNA of the New Age Consumer

In my previous blog [Decoding New Age Consumer] the intention was to bring awareness about the transformation brought by the advent of newer technologies in the retail industry. The changing buying pattern is primarily being driven by “New Age Consumer” and the availability of myriad branded products to choose from, adds to complexity. The adaptation of mobile phones, tablets and other smart devices has resulted in the convergence of market places, shifting power from the seller to the consumer.

Let us take a look at some mind boggling numbers that show how new age consumers have changed the retail landscape:

• Worldwide B2C e-Commerce sales amounted to more than 1.2 trillion US dollars in 2013.
• Current e-Commerce statistics state that 40 percent of worldwide internet users have bought products or goods online via desktop, mobile, tablet or other online devices. This amounts to more than 1 billion online buyers and is projected to grow continuously.
• Mobile e-Commerce is ramping up faster than online e-Commerce, now making up 4 percent of total retail sales. 
• 48 percent of all Internet users come from just five countries (Brazil, Russia, China, India and the US)
• The average iPhone user only spends 45 percent of his on-device time making voice calls.

So what is the DNA of this new age consumer? 

• They belong to multi-tasking phenomenon; there is a constant consumer switch from messaging apps to social networking to e-mail to video-sharing among other communication channels. All newly introduced promotional media are sampled by the consumer in real time and engaged in one’s own space.
• They will look purely for brands that will offer the best value and best buying experience. 
• They rely on their smartphones and social media for promotions and product information.
• They look forward to coupons and offers on their smart phones, that will help save them money
• They also rely more on word of mouth recommendations. Any brand that is not being shared in a positive light within their social network will have a lot of catching up to do.
• They look forward to speed delivery and 24x7 customer service across communication platforms

Some MNC retail brands and their marketers are gearing up to this new age consumers and trying to leverage new technologies and data analytics that will help devise better strategies. But many retail brands and traditional retailers still need to up their ante. This will help them garner more mind share and thereby garner higher market share. The time has come to adopt new rules of the game, but adapt to new game thrown by the competitors and also change the way the game is played.

Decoding the New Age Consumer

The rapid penetration of broadband, advent of new age mobile devices and a zest for embracing all forms of online communities and social media have resulted in paradigm shift the way consumers perceive brands and their buying behavior. The impact of this on retail industry is profound. They must explore newer ways of gaining mind share and thereby the market share. The need is to understand complex consumer journeys and intelligently engage them in real time with targeted campaigns. This blog series titled “ Decoding New Age Consumer” will help retailers to see the advantages of adopting right approach - Consumer Insights, Analyzing Buying Patterns, Technology and Communication Strategies - to establish sustainable brands no matter where consumers are and how they buy.

Part 1: Dawn of New Age Retailing

From sprawling malls that sell luxury brands to 5-inch smart phones that bring multiple brands right to your fingertips, the retail industry has witnessed some tectonic changes over the last few years. Customer behavior has changed drastically on a global level.

Consumers are now increasingly demanding the best in class service at all times and brands ignoring this do it at their own risks. The change in consumer behavior has been triggered by advancements in technology; the booming rise of smart devices and penetration of social media. Today, they demand instant response, look for personalization and are free from the ties of brand loyalty. The challenge for retailers is to build and sustain brand loyalty despite this awareness as the demand from consumers is just bound to become more complex in the coming decade. Retailers have to be geared up for these constantly changing demands.

The sudden rise of mobile-commerce, new modes of shopping, and ever-decreasing profit margins are driving retailers to explore new strategies to give customers what they want.

Today, with over 1.75 billion smartphone users globally, consumers will generate high volumes of data that can help retailers make better decisions for better ROI. This data can help retailers focus on key priorities, such as increased growth, operational efficiency and better customer experience. This requires a new approach considering the lines between traditional and new format of retailing are fast blurring, giving technology the opportunity to be a great enabler.

Imagine this: A customer walks into or walks by a branded retail store with her smart phone. The in-store Bluetooth setup picks up the customer number connects back to BI server. The backend analytics engine runs a real time analysis of her online buying behavior and sends out real time alerts on discounts to the customer, on all relevant products.

The consumer behavior pattern and insights that can be acted upon using data generated by online sales give retailers with new business opportunities and revenue streams. It is clear that seamless blending of customer activity across multiple channels can be truly driven by technology. Technology helps connect the traditional point of sales in a physical store to online and mobile platforms. A number of opportunities are waiting to be explored by retailers by leveraging the power of technology.

It is but ironical that as the retail world gets sophisticated and more complex the consumers demand solutions that are simpler; only technology can help achieve this feat. An able technology partner can help retailers in this journey by addressing the challenge of seamless integration and analysis of data across various channels and thereby allowing the retailers to focus simply on what they do best: being retailers – focusing on one’s strength is the best model for retail business operation.

The changes are taking place at a rapid pace, and so with the right mix of smart technology, brick & mortar and also online retailers need to get ahead of the game and deliver the right experience to consumers at all times. The key to success will lie in being obsessive about one’s own customers and leverage technology not just to be a winner but to be seen as the reliable brand.