Where do the customer experience end and digital marketing begin? In today’s customer-centric world, the two practices are increasingly intertwined. One thing experts agree on is that all digital marketing activities should take place under the customer’s experience.
After all, the goal of digital marketing is to establish long-term relationships with individual customers, which in turn can support the buyback of products and services and open the door to potential sales and cross-selling.
Dutta Satadip, CX leader who manages customer organizations, said CX Dutta Satadip’s relationship with each organization is the sum of all his experiences. The experience on Pinterest and Google has evolved.
As more products are subscriber-based and companies want to reach customers directly, the focus on brands and sourcing is limited, said Satadip. If organizations can optimize the segment after they acquire the lifecycle, they will be well-positioned to derive significant life value from their customers.
Traditionally, marketing and the customer experience live in silos, said Satadip. In the future, the two collaborating groups will have the opportunity to capture the ‘right voice of the customer’ during the life cycle.
Choose a balanced mix of CX and digital marketing
How can you best describe the relationship between customer experience and digital marketing? Robert Rose, strategic director of The Content Advisory, suggests the visual analogy of mixing a directed cocktail, where finding a ‘balanced mix of the two categories is the biggest challenge.
Of course, not all customer experiences are digital marketing, but every type of marketing is certainly part of the customer experience. The density of digital marketing versus the pure customer experience is therefore based on the amount of marketing we invest in it. For example, if the goal of an organization is to create value or dissolve a company without taking into account the characteristics of the brands or products, the customer’s experience (or the majority are spirits). Whether our goal is to convince the audience or take them to more in-depth shopping campaigns, it looks like we’re adding a little bit of marketing to the cocktail.
‘Digital marketing is the implementation of a CX strategy
There is no customer experience OR digital marketing, said, Marketing and Innovation Street, speaker and author. The entire digital marketing strategy must be developed based on customer experience.
It is essential that brands stop thinking of two different strategies. Digital marketing is the execution of the customer experience strategy, said Johnson. If your digital marketing strategy doesn’t take into account what it offers the customer – the brand-based user experience – the time and budget you invest in digital marketing will never reach its potential.
Digital marketing is part of the customer experience
Digital marketing is always and fully part of the customer experience, he said. Customer experience as a term describes the sum of a customer’s individual experiences and interactions with a company. To think about it, ALL marketing communications, digital or not, are part of the customer experience.
Digital channels are becoming an increasingly important way for organizations to communicate with potential and existing customers. This means that digital marketing has become an even more important part of the customer experience than ever before, especially now, during a global pandemic, where other engagement options may be limited or inaccessible.
Marketers, in particular, should not procrastinate, bomb communication, or lose personalization efforts, said France. Customers will at best ignore this communication; in the worst case, they will be so annoyed that they won’t hear from you or do business with you.
According to France, examples of false identities can be benign but annoying, such as giving a customer a wrong name, suggesting irrelevant products, or recommending something that the customer has just bought. In addition, there is a danger that an organization will use customer data to draw conclusions, instead of waiting for an appropriate signal from the customer that it wants to participate.