Digital Marketing VPs and CMOs from a few top brands have recognized that strategy, experience design, and technology need to be part of the same eco-system in order to empower buyers' demands and new customer expectations.Companies such as SportChek, McGraw-Hill, and Under Armour are reinventing themselves to understand and deliver personalized customer experiences.
We are now living in the 'Age of Experience Marketing,' where even the smaller companies need to consistently and continuously change the way they do business with customers.
Managing data, operations, content, media, and e-commerce in silos does not work anymore. These are all integral components of the customer experience (CX), and they need to be connected and leveraged as an engagement system throughout the customer journey.
Digital marketing is all about experience today–and experience is the new brand for companies. To compete in today's digital channels, companies must be able to access holistic views of their customers, so they can know and understand customers well enough to offer products and services that fit them-without having to 'sell' anything.
While everyone is talking about customer experience today, very few brands are able to easily access the information that would allow them to evolve from a 'how many' to a 'how engaged' culture.
Experience Marketing is about answering and understanding user paths, what brought customers to their starting point? What goals did they accomplish? It's more than extracting numbers from an analytics dashboard. It's about getting insights into the 'WHY,' to be able to trigger personalized elements along the customer's journey.
As digital marketers, we recommend the best content, best segments to target, and the best paths to conversion. And, in the 'Age of Experience Marketing' we must personalize this if we want to deliver connected experiences with users at all touch points. McGraw-Hill and Under Armour embody this trend. But most corporate leaders–whether on the technology, operations or marketing side–tend to resist these evolutionary innovations.
Has your company entered The Age of Experience Marketing?