Does Your Marketing Meet Consumer Demands
Digital devices have become such a fundamental part of our everyday lives in recent years that sometimes it’s easy to overlook the vast number of consumer devices on the market—as well as the way people use them. Take a moment to think about all of the public places you’ve been recently and consider all of the devices you saw along the way.
Subway riders routinely use their commutes to work on various tasks via their laptops and tablets. Joggers can now ditch clunky devices and activate smart watches and other wearables to log their morning runs. And let’s not forget about the droves of people walking to and from work every day spending more time staring down at their smartphones than up at the horizon as they hustle along city sidewalks.
Everywhere we look, digital devices are as ubiquitous as the people that use them. What used to be privileged technology for the affluent and tech-savvy has become available to the masses, and there’s no sign that this trend is slowing down. According to the 2014 US Digital Consumer Report from Nielsen, Americans now own an average of four digital devices, and spend approximately 60 hours per week interacting with those devices.
With consumers spending so much time digesting content across an ever-growing variety of digital devices, today’s marketers must meet consumer demand for deeper engagement across every device. How can your brand make that happen?
- Cater to your content curators. Content is still king, and remains central to every great customer experience. Without the ability to create in-depth content that speaks to customers on a personal level across their digital devices, marketers risk appearing superficial in a world yearning for corporate authenticity. Deploying a Webcontent management solution (CMS) that gives marketers, content authors, and designers the ability to create and manage content with rich media will help your brand make real connections with your customers. Your content curators already know what your customers want, so make sure you provide them with the right tools to get the job done.
- Get your timing right. If content is king, then context—the ability to deliver the right content at the right time on the right device—is its queen. Creating great content is the backbone of memorable brand experiences, but if you can’t deliver such content in the context of the customer’s real-time setting, then the relevancy of your message falls apart. If you think timing your campaigns across digital devices doesn’t matter, consider this: According to a recent study from Experian Marketing Services, over half of all smartphone users check their email everyday around 1 p.m., while 5 p.m. is the peak time for sending text messages (over 75 percent of smartphones users send an end-of-workday text message). If you’re trying to catch users on social networks or playing games on their phones, 8 p.m. is your best bet for social media marketing and in-app banner ads.
But what about other devices? Whereas over half of all emails are now opened on either a smartphone or tablet, there are still other touch points for marketers to consider when developing real-time strategies. Consideration for traditional office hours makes good marketing sense when developing lengthier content optimized for desktop experiences, while succinct brand messaging based on biometric data and delivered at the right time—like after a morning workout—will be a fundamental aspect of marketing on wearable technology in the near future. When it comes to implementing your next digital marketing campaign across digital devices, time is of the essence.
- Don’t settle for less than the best. Your customers expect the best from your brand, so work toward giving that to them. Delivering experiences that are optimized for every one of your customers across a multichannel environment can be achieved using analytics, personalization, and segmentation tools to create digital marketing campaigns that speak to customers as individuals rather than as numbers on a list. Finding the right CMS to support your contextual marketing efforts further provides your organization with an integrated platform, helping to ensure that your message remains consistent and is in the right context across all consumer touch points.
Marketers have more opportunities through a vast array of touch points to connect with consumers than ever before. When you deploy your next digital marketing campaign, make sure to consider the efficacy of your content, real-time engagement, and personalization efforts. Focus on bringing these three elements into your centralized CMS and you’ll be well on your way to meeting your customers’ every (reasonable) demand.
By Marcel Boucher
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Fivenson Studios is based in Ann Arbor, Michigan, our graphic design team specializes in logo and webpage design, as well as marketing campaigns for social and print media. From flyers and brochures to targeted landing pages, we aim to bring your company into the spotlight and reach a greater range of potential customers.