A tectonic shift is happening in the marketing arena in terms of channels used by companies for reaching out to consumers. Slowly but steadily the digital medium is taking over from traditional channels, and the root of this transformation is the Customer Experience – CX. CX is a design philosophy that takes into consideration the journey a customer undertakes to buy or connect with Brands.

Therefore, the Brand is more relevant than ever before as the brand experience is a result of customer expectations from a brand – a constant cycle of expectations and experience and so on…

The expectations of service or quality set easily by constant advocacy from friends and relatives shared virally at the “touch of the screen” through a mobile device. The resulting experience better meet or exceed the expectations or it is an instant disaster for a brand. There are innumerable examples of bad service brining instant disrepute and losing its market by a disgruntled customer and the news spread across the length and breadth of the internet.

Companies which have built their brand image painstakingly over years have to now work on a new paradigm of not only taking care of the product or marketing but streamline the entire value chain across every touch point of the customer interaction:

  • How does the company actually execute its delivery?
  • How does the after sales service interact with the customer?
  • Do all the departments of the company understand the profile of the customer?
  • How to recognize a customer (personalized) during every interaction across all touchpoints?

Customers expect that the company values their time and every individual behave in the same fashion and service quality. Continuous investments in processes that meets the above objective is an important exercise a company can undertake and therefore the brand experience is a quality process enhanced across the company and not people dependent, but people innovated through process excellence.

Never before in the history of humankind, are so many people communicating to each other to collaborate, share & search information, celebrate success, buy & sell goods and take part in many such transactions effortlessly to become a connected world. The digital therefore is a channel no company however small or big can ignore.

The efforts to build a brand in the digital age consists of mapping the customer journey and segmenting the audience for a personalized messaging. Another aspect is the value a customer brings across her lifetime and therefore nurturing the prospect ensures profitable return on marketing investment.

The value of technology in digital media is widely understood and it is not just about technology platforms but the technology of analytics. Digital is a media, which stands out over traditional media in terms of getting insights of views, engagement and conversions through well-planned campaign analytics.

All said and done, the process of building a brand is more complex than traditional media due to various reasons – communication clutter, platform deluge and most important being the user interface being smaller than the traditional media and add to this is the small attention span of the user.

How to go about:

Understand the platforms: Website, Blogs, Social Media and other digital channels and its role across the promotional plan.

Channel relevance: Although different mediums can target different audience, it pays to be nimble and quickly adapt your messaging based on channel specific needs and trends.

Customer Centric Process: Old-fashioned department structures do not appeal to consumers anymore; when the client speaks, the company had better present itself as a single face across all interaction points.

Content: Consumers like to consume content that is relevant to their lives. Developing content that is more about them than about the brand is the norm in content driven marketing.

Research indicates that brands in today’s world are all about relevance and companies who can strategize on building the brand on the lines of customer expectations will sustain in the decades to come…


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