Customer experience, Big data, Content marketing, Digital media, Inbound marketing, Inbound selling, these are just some of the elements that are involved in the future of marketing.
So how can marketers use all of this to better engage with customers? In a way that generates long-term loyalty? And builds business results?
By acknowledging that the future of marketing is about organizing behavior. To understand how to use or improve any marketing initiative, you first have to understand how your current customers behave.
In my opinion this is the formula for evaluating any new technology or platform. When you take into consideration what you’re already doing that works and ask how you can use new technology or platforms to do more of that, you’ll rarely get caught up in the shiny object syndrome.
To create a better customer experience you need to address the behavior that customers want to have at every touchpoint.
To effectively use big data you need to address visitors based on their actual behavior.
To employ content marketing successfully you need to match different kinds of content with the behaviors of customers in the life cycle.
Today, marketing is about guiding buyers on a journey they want to take and identifying the core behaviors they desperately want to experience on their way to becoming loyal customers. Organizations that understand this and create and organize opportunities for people to experience these behaviors at any point along the customer lifecycle will win.
Below are five behaviors you can no longer ignore as they’ve become universal across industries and demographics in the way buyers want to behave:
If organizations are to address these 5 key behaviors, every marketing, sales and service initiative, process and campaign must be designed to organize the behavior the buyer desperately wants to experience.
Indispensable Marketing takes a process approach to developing and installing your small business marketing.