Welcome to what marketing technologists are calling The Customer Experience Era.
By 2016, 89% of companies expect to compete on the basis of customer experience, vs 36% four years ago. Source: Gartner
As consumer behavior and technologies continue to evolve, your content marketing strategies need to align with the customer journey. Successful content is now being driven by experiences — when, where and how customers want it. A positive experience in every marketing channel is the single most important key to this evolution.
Widen has explored this phenomenon in their recent infographic, Arming Your Content Marketing for the New Battlefield: Customer Experience. It’s a comprehensive view of how your content marketing affects the customer experience, providing tips on how to positively impact your brand.
Elements of a winning customer experience can be summed up into three sentiments:
- Know the customer – Acknowledge the customer, their history, and preferences.
- Relate to the customer – Tap into emotions, show things they care about, and don’t waste time with things they don’t.
- Don’t leave the customer hanging – Give timely, relevant answers when and where the customers want it.
Profitable and sustainable marketing ROI is attainable. Follow these steps and your business will soon enter The Promised Land.