While this step can be time-consuming and tedious, it’s a necessary evil to understand your strengths and weaknesses. Don’t know where to start? Anything from your CRM, website analytics, advertising metrics and social media tools can provide valuable insights into your customer’s behavior and opportunities for growth.
Customer-focused content is the simple practice of creating material that speaks directly to your target audience. We’ve all seen or experienced the ads that call you by name and suggest items recommended just for you. Maybe you clicked it, maybe you added it to your cart, and then got distracted before making your final purchase decision. Through this approach, a customer can be retargeted for the same product or even offered similar options that may push them over the line. Wouldn’t you rather spend your precious advertising dollars chasing the person who hit add to cart over the person who keeps closing your irrelevant ad to get back to their solitaire game?
Reviewing data-driven marketing allows marketers to investigate which portion of the ad budget is making the greatest impact on brand awareness and conversions. By testing creative and reviewing performance, marketers can properly allocate funds to the channels that have the best potential to move customers throughout the funnel.
In the past, one message or one creative was created for use across every channel. Now, marketers are focusing on creating personalized messaging to better fit the medium. While this doesn’t simplify the process, it does yield better results. Review your customer data to find the channel generating the most relevant traffic. While we agree that omnichannel marketing is crucial - if you’re struggling to maintain every channel, put your focus on data and personalization and grow from there. Customers prefer a personalized experience vs. a hundred different touchpoints with irrelevant content.