Customers Don’t Think In Silos, So Neither Should You
Remember the time when one of your happy customers told their friend about your business, and then that friend walked into your store and bought something too?
It just doesn’t happen so easily in today’s world, where the customer journey in no longer linear but a series of seemingly neverending touchpoints.
It’s rarely a single Google search, a single few minutes spent on a laptop, or a single ad that drives the ultimate purchase. It’s far more complex than that.
But right there, in that complexity, lies the opportunity as well.
Understanding not only where your customers start their journey and where they finish, but also everything that happens in between is key to understanding not only the customer journey but the customers themselves.
The key to that understanding, however, lies in the elimination of siloed channels and devices; it stems from the cross channel, cross-device identification of the individual first and then approaching each of those mediums through which they choose to engage.
And it begins and ends with the Trend of Convenience.
What is The Trend of Convenience?
The trend of convenience emerged as a result of the simple fact that humans, by nature, are always on the lookout for new ways to make their lives easier — hence the evolution of technology. But, with those new technological innovations come changes in consumer behavior.
The Blueprint to Behavioral Marketing describes what the trend of convenience looks like today:
We used to shop in stores. But in addition to being lazy, humans are busy.
So now we have eCommerce. Desktops don’t cut it, though—we can’t carry them around.
So now we have tablets and all sorts of mobile devices.
Lately, the transition to mobile has been all the rage, but mobile devices require pushing buttons.
So now we simply tell Amazon’s Alexa to order more Gatorade when the fridge gets low.
A lot of people will tell you today, that companies like Uber or Instacart are thriving because they help save you money.
But there’s actually more to it than that: They thrive because they’ve found a new and convenient way to make people’s lives significantly easier.
It’s that single convenience factor that is shaping the strategy of so many companies in the eCommerce, travel, and hospitality space today — and it should be.
The idea here isn’t to add new bells and whistles to any of your current strategies, but rather to remove the limitations of the bells and whistles you already have.
Lately, mobile has been all the hype for marketers, but as Thomas Baekdal states:
“Mobile is not a device. It is not an app. Mobile is freedom
from devices and apps…Mobile is about people”
That is to say, ‘mobile’ in concept represents every new technological innovation, from the Google Pixel to the Amazon Alexa. But, the questions remains, as new technologies continue to appear, how can marketers be expected to keep up with their mobile audiences?
How Your Business Can Keep Up With The Trend of Convenience
It’s all about the people-based approach, and focusing on the individual as opposed to the specific channel or device that person may be engaging with in any given moment.
Behavioral Marketing allows you to do just that — your digital business will become mobile, meeting your visitors at those moments they deem most convenient for them.
The first step to creating that mobile and customer-centric business, however, requires a shift in approach that mirrors the shift in focus. Just as the consumer experience should be omnichannel and omnidevice, so too should your marketing team.
That’s no easy feat, according to a C-level executive at a top fashion brand who stated at the Glossy Forum:
“I work at a large corporation where each department has its own roles and responsibilities, but you do have to be able to partner cross-functionally and it can be a challenge communicating, being on the same page, aligning timing, just the internal alignment is a challenge in my job.”
Her mind map reflected the frustrations she described:
In other words, marketing teams today are limiting themselves due to the siloes that have been created overtime. They’re unable to unlock the true potential of their business, because there’s no cohesive, cross-device, cross-team, cross-channel, cross-budget strategy.
So. . . if that’s the case, what can marketers do?
It all starts with an email address. With a single email address, you can overcome those barriers, and begin communicating with your customers across silos, channels, devices. You’ve identified that individual regardless of how they choose to browse, so you can tailor experiences across the web to their behavior — from ads, to email, to push notifications — they’ll all stem from that single email address.
Once you’ve tapped into the ability to speak and respond to your customers across all those departmental siloes, the departments themselves will have no choice but to break down those silos to form a cohesive marketing strategy.
After all, at the end of the day, it’s all about driving revenue for the business. And who can deny the value of a truly unified and personalized experience for each unique customer?