Apple disrupted the brick-and-mortar music industry with iTunes music retailing, then Spotify disrupted Apple’s iTunes with its music streaming business model. So, Apple launched its own music streaming service.
So, understanding and adapting to disruptive technologies is so very important for your business to stay afloat. And this is only one side of the story. Whether the business embraces the technology or not, technology has empowered customers around the globe, be it retail, transportation, education, health records, and through social networks and social interactions. Ensuring your customer-centric digital marketing strategy also accommodates digitally empowered customers’ needs is imperative.
An authentic set of Value Proposition
“According to Gallup, only about 50 percent of customers expect a brand to actually deliver on what it says it will.” With socially connected customers, businesses no longer can make unverifiable Brand Promises. Customers are empowered to scrutinize and evaluate the products through the peer to peer connectivity.
In recent HBR experiments offer evidence, that when consumers realize that their personal information is flowing in ways they dislike, purchase interest declines. Customers hate when they are targeted with ads, which is a kind of hunter and bait. They feel their privacy is invaded and they consider unsolicited marketing communications as spam.
Seth Godin, says “Asking for customer consent prior to delivering marketing messages” in his boom Permission marketing. Eg. Such as asking for friend requests on Facebook, or getting consumer consent before you send those offers or promotions, or a customer survey which demonstrates the horizontal relationship between the company and the customer.
Connectivity to strengthen engagement
In traditional marketing, customers are passive subjects who are at the receiving end of the sales process. In the connected world, a brand can engage the customer early during product development research, in arriving at dynamic prices based on market demand, identifying buying channel preferences, new distribution models, and through customer feedback, conversations
Brand campaigns too are customer experience touchpoints
The banner ad customer sees, the headline projecting the Brand Promise, the conversational email message, product packaging, readable content, feedback follow-up, all these are experiences the company delivers to its customer. So, every touchpoint including brand campaigns should establish the brand’s essence and value it promises consistently to earn customer’s trust.
Leverage technologies to improve productivity
Machine-to-machine connectivity helps to create a consistent experience and efficiency for the customers to continue the interactions and conversations with the brand across the touchpoints and channels.
Improve marketing productivity with AI. Predicting customer behavior and provide customer insights (identify risk customers and how to re-engage, Predicting product demand, smart chatbots, personalized experiences)
Nutick BPromise (Shopify plugin) product strategy adapted to address the critical needs of digitally empowered customers. This creates active customer engagement by giving voice to the customer, leading to untapped customer Loyalty and Advocacy.