Digital Marketing Services with Customer Centric approach

Very few internet users believe that their data is not being used responsibly by companies and digital marketers. Amid growing concern of data usage, government regulations including European Union’s GDPR are limiting the use of data. In 2020, Google also announced to phase out support for third-party cookies in Chrome by 2022. Apple has already done it!

Businesses and digital marketing teams need to respond quickly to evolving data regulations across the world to win the trust of their customers. A sustainable data strategy needs to be built with a strong human focus.

Brands need to put customers’ needs at the very center of everything they do and it should filter through every aspect of their business.

What is customer-centricity in digital marketing?

For customer-centric digital marketing one of the most crucial aspects is to develop the ability to identify a customer or prospect accurately and across multiple platforms.

Customer centricity has become business-critical. You should be able to identify your customers and understand their online behavior. This information can help you proactively share messages that will resonate with the target customer and ultimately make the sales.

Why is it a Challenge?

The issue is structural as the majority of organizations are basically channel-centric instead of customer-centric. Business operations, and teams that service them, function in isolation with multiple gaps and barriers. Every team is working separately; hence, it becomes difficult to have a single, seamless, and friction-free customer journey.

Businesses normally invest in a single customer view, but if their internal silos aren’t broken down, each team will continue to look at a solution that applies to their own goals rather than the ultimate customer goal.

How to Execute Digital Marketing with Customer-Centric Approach?

Identify customers and prospects: 65% of customers visit a website or app via multiple devices over a long period of a year or more. In the process, many of them change their cookies multiple times. If you are unable to connect offline data with an online ID, you will never figure out the percentage of your web visitors are current customers and the messaging of your business will be disconnected.

Achieve true customer-centric personalization: Customer-centric personalization looks and feels like an on-brand, real-world relationship – a sensitive and evolving dialogue extending across all your channels. This is only possible with successful cross-channel identification. The alternative is channel-centric personalization – spam emails and being chased around the internet by a product that you’ve viewed once.

Effectively measure incremental revenue growth: Incremental growth is the key evaluation factor of customer-centricity as it reflects how well a brand treats the customer lifetime value. Businesses need to measure incrementality through a tested control to understand evolution in the sales baseline. The data-driven approach to incrementality can enable organizations to create efficient marketing campaigns that are precisely targeted and offer a compelling ROI.

In today’s era, it has become essential to understand every aspect of the customer to achieve desired marketing results. Only a customer-centric approach can help you achieve this in the long run.