CONSUMER DATA & BUSINESS RESILIENCE

Our Regional New Business Manager Celal Hakan Suer often shares his insights and expertise on how to adapt businesses to a constantly changing business environment and unpredictable consumer behaviour. Here are some important insights that can take your customer experience to the next level:

Own Your Data, Grow It, Leverage It

It is not always easy for firms to adapt to rapid and drastic changes in consumer behaviour. To adapt themselves to these constantly changing environments at the same pace as their clients, firms need to pay more attention to their first party data. First-party data holds the key to understanding and meeting the dynamic needs of clients, as it serves as a detailed record of their interactions. By effectively tracking and nurturing this data with the right customer experience (CX) architecture, firms can drive conversions and lower their advertising and marketing costs.

Proper management of advertising platforms enables reduced media costs while optimizing sales conversions

DCX (Digital Customer Experience) investments are not only about implementing a new sophisticated technology, but also about revealing the true value of a company’s CX efforts and seeing its results reflected on the company’s daily business operations. Nowadays, effective digital marketing is closely tied to data management. Successfully collecting and utilizing data from visitors to deliver relevant content in the future hinges on a company’s ability to manage this data effectively. Building a robust first-party database is a crucial investment, as this data constitutes a valuable asset for the company. The more data you gather on your visitors, the less you’ll need to spend on advertising to reach them in the future.

Branding lies in experience

This is where omnichannel marketing comes into play. Consolidating data from various channels and managing these diverse sources on a single platform is crucial for optimizing marketing performance. This approach enables firms to track and retarget visitors effectively. Additionally, it helps avoid sending redundant messages by excluding certain segments, such as not promoting a product to someone who has already purchased it. As just one bad experience may tarnish today’s brands’ perception, it is not enough to solely build awareness campaigns but also to invest in “brand building experiences which overcome customer expectations”.

If you need support to strengthen your marketing strategy with a solid CX architecture behind or need to see where your company stands and detect troublesome points within your marketing strategy, please check out our CX & Digital Marketing Audit page and contact us.