Touchpoint Marketing: Effective Strategies for an Omnichannel Future

Touchpoint Marketing: Effective Strategies for an Omnichannel Future

As omnichannel models proliferate, so do the points of customer interaction and the marketing and customer experience opportunities that go with these. Here Adobe, global digital marketing experts and sponsors of the 20:20 Customer Experience Summit, talk about the emerging ‘touchpoint marketing’ model, and how it can help your business negotiate an increasingly complex commercial landscape.

Customers have changed. With digital screens providing access to an ever-growing number of channels, people have a huge spectrum of new, intimate ways of connecting with brands. They can interact and shop any time and on the go. In addition, customers have almost unlimited access to products, product information and reviews — instantly and at their fingertips — empowering them to talk about brands and voice their opinions like never before.

Marketing is all about the customer’s experience, and customer engagement is the name of the game. Because they are always ‘on’, customers are potentially always addressable, and campaign management needs to be reimagined for mobility.

But the traditional, linear funnel model doesn’t work anymore, because today’s customer journey is not as straightforward as it once was. But not only that, personalised campaigns, which have become mainstream in recent years, are no longer sufficient to reach the always-on consumer.

On top of that, marketers themselves are changing. Because they, too, are always on mobile devices and channels, marketing practices must adapt.

Touchpoint Marketing

Touchpoint marketing is a way to meet these demands.

Touchpoint marketing aims to orchestrate an enticing and contextual customer experience to continuously and emotionally inspire the always-connected customer.

Touchpoint marketing fits the world we live in today. Customers are empowered, and they expect consistent and personalised experiences delivered in context. Yet marketers often frustrate them with an onslaught of disconnected, irrelevant communications.

To win, marketers must reinvent themselves to engage their customers in meaningful conversations on any device or channel.

Digital screens and mobile devices hold the key to connecting on this one-to-one level. Companies that layer pertinent and contextual data into their digital strategy will also cultivate stronger brand advocates and drive greater brand affinity, loyalty and purchases.

This guide outlines the touchpoint marketing approach, with a focus on several key points. One is the blending of art and science to create compelling, emotional experiences. Another is moving from the model of the marketing funnel to the customer lifecycle. Finally, we’ll discuss shifting from personalised campaigns to contextual interactions.

The Art & Science of Inspiring the Customer

In today’s complex, cross-channel marketing world, proficiency with data and technology is fundamental to success. But there’s more to inspiring customers than data. Marketing must generate and sustain emotions in customers. To create the most enticing experiences, data (science) and creativity (art) must work together.

Most companies today face customer journeys that are made ever-more complex because of the multiplicity of channels. Of course, marketing has never been about just one channel, but channels are now emerging at an ever‑increasing pace. As a result, it’s a complicated affair to map out a seamless customer journey.

This is where joining the art and science of marketing really shines. Using art and emotion helps foster and sustain greater interactions. These, in turn, create data that enriches a brand’s insight into the customer journey and needs.

Together, these actions form a cycle that has the power to generate brand affinity, attachment and advocacy.

The Science of Acquiring and Using Data

Brands that want to succeed in today’s customer-centric world must harness and use customer data.

Marketers require in-depth customer knowledge and insights to prioritise which experiences are best for each customer. They need a single, 360-degree view of each customer that melds all sources of available data in real time. This knowledge has to come from all touchpoints and channels. It must be compiled centrally and shareable across the enterprise.

To accomplish these aims, the discipline of customer analytics needs to be an integral part of a brand’s marketing process.

Traditionally, marketers have used analytics retroactively to understand past campaigns and improve them for the future. The most successful marketers today also use analytics in real time to inform customer context at all points within the customer lifecycle on any device.

The Art of Building Emotion

The human brain is divided into two hemispheres. The right hemisphere handles creativity and emotion, and the left hemisphere handles knowledge and reason. In the past, marketing focused primarily on left‑brain thinking.

With society paying more attention to the potential of the right hemisphere, a scope of opportunities opens up for marketers. How can you tap into emotions to develop stronger relationships with customers and cultivate greater loyalty?

The way to build emotion is to deliver enticing content to the right person at the right moment along the customer lifecycle. The real emotional metric is the value that customers get from the content you provide them.

 

To download Adobe's Touchpoint Marketing Guide in full, click here.

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