Ads, emails, social media, oh my! Customers are interacting with your business on so many channels online, it’s hard to keep up.
If you’re like most marketers, you choose the easiest (and least effective) way to manage all these customer interactions by breaking them down individually. You track all the interactions from email marketing in one column. Then, you track all of the engagements you see on social media in another.
There’s no overlap in your analysis – and therein lies the problem.
Managing customer interactions across multi-channel e-commerce requires a strategic approach.
Nielsen conducted a study recently about the new digital reality among customers. Their findings showed that today’s consumers have a variety of digital devices at their disposal, and they use most of these to access content.
- More customers having a smartphone close by while watching TV has transformed television advertising.
- With social media becoming the norm, businesses have changed the way they approach target audiences on social networks.
- The always-connected consumer lifestyle changes how people shop, behave in stores and interact with products online.
It’s time to break free from data silos and start analyzing customer interactions across all channels.
It All Starts With the Customer’s Journey
The best way to understand how a customer makes a purchase from you is to get an intimate look at the journey he goes through.
- Where does his journey start?
- What resources does he tap into while making this buying decision?
- Where does his buying decision end?
Each customer interaction shows a need, concern, or intention to buy.
The needs, objections, hesitations, and trigger moments are difficult to detect when analyzing each channel individually. Put the channels together and map out a customer journey, and you’ll get a better idea of what your customers need from you to make the path to purchase easier.
Put Customer Data to Work
You know you need to compile the data from across each e-commerce channel, but then what? How do you know what to look for, what to pull out, and where to focus?
Identify the customers who spend their money with your brand by segmenting groups of customers based on their transactions. Then, pair this data with social media insights. With this information, you’ll be able to identify what your high-value customers do when they’re not researching your product.
- What channels are they watching?
- What types of shows do they like the most?
- What publications do they read regularly?
This helps you know where to target your highest value customers.
Focus on the Future
It’s a competitive world out there. You’re up against smart, savvy companies that are itching to steal away your top customers. One way they’re getting into the hearts and wallets of your highest value consumers is through product innovation. But how do you know what your customers want so that you can innovate in a way that’s profitable for your company?
Multi-channel customer insights fuel product innovation. Armed with an intimate glimpse into your target customer’s life, you’re better able to anticipate their needs and innovate according to market demands.
By leveraging your insights across all channels, you get a better idea of where the future of your industry is heading. This makes it easier to develop products that tap into the hearts of your highest value customers, putting you ahead of the curve.
Customers research, compare and make purchase decisions via multiple touch points across multiple channels. So marketers that measure return solely on the last channel that a customer touches before conversion are getting an incomplete picture, and potentially missing out on important opportunities to reach their customers. – AJ Kohn
You’re Up Next
High growth companies don’t happen by accident. They’re grown out of a relentless focus on customer needs, behaviors, and goals. With data, your business can get better insights into these critical factors, helping you make smarter marketing and product development decisions.
Learn more about how to grow bigger, faster, and better in our eBook, “The Ultimate Marketing Guide for High Growth Companies.”
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