A Valentine’s Day inspired post <3 – P.S. All puns intended
Love Me, Love Me Not
True to our human nature, we gravitate toward familiarity. Our favorite sweater or a worn pair of slippers that fit just right, or our closest circle of friends and family -- all of these familiar treasures seem to know us so well. Creating this sense of familiarity and deepening relationships is becoming increasingly important in reaching and retaining the advocacy and love of Connected Consumers.
Who is the Connected Consumer?
There’s a new CMO in town! Your new CMO, or Chief Marketing Operative, is comprised of your Connected Consumers. Whether you’re B2B or B2C focused, catering to the Connected Consumer is an imperative and requires a keen focus on H2H, or Human-to-Human, as your core go-to-market strategy. Connected Consumers make and break our brands with a few taps of their thumbs or with a simple mouse click – they broadcast powerful messages about our brands across ever-expanding social networks. Love them, and they’ll love you back.
To Know Me, Is to Love Me
As a brand practitioner, I saw first-hand how an effort to personalize offerings and experiences deepened engagement and made for happier and more loyal customers. Personalization even on the most basic level creates a sense of familiarity and recognition. It helps us earn a right to continue the conversation and deepen relationships with our customers.
Furthermore, most goods and services could be categorized as commodities. It’s only when we successfully transcend our offerings to connect with our customers on a deeper level, that our products and services are elevated and de-commoditized. Connected Consumers have infinite choices – infinite choices in what, where and from whom to buy products and services. As Connected Consumers traverse the continuous path to purchase, when and where they chose, we must be readied to provide a personalized value proposition to win their hearts.
As we consider how to provide personalized experiences, there are seemingly an infinite number of data sources available to us as marketers and brand drivers that help us show our love. Web and mobile behavioral data, transactional data, and more recently, social and interest graph data may all be leveraged to help us devise plans to win and retain the hearts of Connected Consumers. Adopting a test and learn methodology and taking small, progressive steps forward will help us learn to love with finesse and sensitivity. The last thing we want to do is overstep and alienate the apple of our eye.
Practically speaking, there are a few simple rules of engagement:
So, get out there and take aim with Cupid’s arrow. Your Connected Consumers are ready and love really is a many-splendored thing. xoxo
Are you showing your customers enough love? Learn more about personalization with Episerver.