Delivering integrated, real-time, relevant experiences in context
Consumers are increasingly in control of the information flow. And marketers now have the ability to customize experiences, offers, and content. Thus, the issue of getting marketing “right” in real time emerged as a critical priority for our members, whether B2B or B2C. This priority focuses on how firms should design and serve up their offerings in real time so that they are relevant in context — hitting just the right “notes” at the right point in the path to purchase or decision journey.
These issues are complex and unwieldy, and will necessitate new integrative approaches to customer insight and marketing actions. For example:
- Just-in-time information feeding: how to provide the right information at the right time in the right context to the right individual
- How do firms provide information that consumers want to receive or even seek out? How do you get customers to initiate contact with the firm — to signal that they are interested? How do you build brand/product awareness in a post-TV advertising world?
- How can B2B firms be there in real time with the content that potential customers want?
- How do you design the firm’s digital and physical offerings and messages to optimally reach and engage customers at every touchpoint? How do you interact and engage and adapt in a continuous manner across the customer journey?
- How to provide real-time and relevant nudges to overcome decision inertia
- How important are seamless and integrated customer experiences? What are the “moments that matter” in decision making? How can we understand— and perhaps influence — the periphery in which these moments are embedded?
- How to quantify increasingly complex customer journeys — how to evaluate and attribute the impact of marketing levers throughout the decision journey
- Identifying the value of the most recent interaction experience versus the long-term relationship experience
“The 1+1=3 is optimizing content within context.”
“All marketing is pull, no more push. Consumer controls all information flow, company is invited to react.”
“What content needs to be personalized and what doesn’t?”
“How to develop tailored content using individual insights and automated campaign management”
“What does it take to change awareness now? How to reach Gen Z and Millennials and stay relevant?”
“With digital channels reducing the economic viability of traditional media and privacy concerns and ad blocking potentially reducing the efficacy of digital channels, what are the implications and alternatives for marketers in the future?”
“What touchpoints (or mix of touchpoints) are the primary contributors/shapers of customer experience? How can marketers ensure they are focusing on experiences that their customers want them to be excellent at? What is the value of providing a consistent experience?”
“Best ways to evolve to easily and quickly creating relevant digital experiences, ensuring experiences are simple, injecting innovation, moving toward personalizing experiences without being creepy, how to be fast and yet assure data privacy and appropriateness, building customer trust in this environment, and leveraging and chunking content effectively.”
“As consumers are increasingly taking control of their own information flow it is becoming increasingly important to understand how and why they seek out information. Rather than telling consumers what to attend to and feeding them marketing messages, managers must inspire curiosity about their offerings so that consumers actually want to learn about and interact with their products and brands.”