Nowadays, the customer journey almost always starts online. But from this point on, the journey of stakeholders and potential customers through the channels is less linear than it used to be. One of the current trends – which is also a major challenge – is to make the customer journey more and more individual.
The means to an end: customize and target group-oriented content that is available across channels along the individual touchpoints. “Customize” means two things:
On the one hand, companies position themselves over time as reliable partners who know the needs of customers and prospective customers.
On the other hand, companies are require to support each individual lead as individually as possible.
When a person is intereste in a particular topic, they will most likely search for relevant materials online. They might come across a white paper, download it, attend a webinar, and finally fill out the callback form on the website. Another lead might do further research on other websites after reading the white paper, which would lead to a completely different customer journey.
digitalization and artificial intelligence (AI)
In order to serve the multitude of channels as whatsapp data simultaneously and in real time as possible, more and more digital tools are need. Otherwise, it is inefficient – if not impossible – to implement a content-centric approach and provide stakeholders and potential customers with consistent messages and helpful information along the customer journey.
Suitable, AI-base software tools are indispensable for maximum efficiency and high-quality output. According to the aclipp study, almost all PR professionals now use intelligent software. Although the use of AI tools in communications work is still often a thing of the future, the trend is clearly heading in this direction.
Companies should definitely address this issue now mailing after a webinar source to avoid being left behind. Those who score points with their target group using technologies such as voice mining, text mining and digital assistants already have a clear advantage. There are plenty of examples in B2C of how marketers can achieve a precise approach in this way: This includes, for example, tailor-made advertising for umbrellas when bad weather is forecast for a region.
One thing is certain: data is the new gold. A treasure that companies should dig up sooner rather than later. The right tools for this are intelligent tools base on artificial intelligence.
Strengthen the brand with authentic communication
It is thanks to Generation Z (those born between 1997 and 2010) in particular that values such as moral, social and ecological responsibility are also entering the business world. How customers evaluate a brand or make a purchasing decision is closely link to the issues of authenticity and betting email list responsible actions of an organization. The “Truth about Gen Z” study by McCann Worldgroup shows that 57 percent of respondents would pay more for products from a company that shares their values. Social commitment, diversity and environmental protection are the top priorities.
B2B companies are also well advise to be clear about their self-image – their purpose – and to communicate this in an authentic way. It is obvious that sustainable action and a corporate culture characterize by diversity are becoming increasingly important for one’s own purpose.