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| 19th May 2014
Clients often contact us with the request to create a strategic, multichannel approach to connect with their audience and build the types of customer relationships that matter. Of course, everyone wants to create an awarding-winning campaign, but awards pale in comparison to the importance of value for the customer.
What is it that our client’s customers want? A customer-centric approach is crucial when deciding on the most appropriate delivery method to ensure campaigns are executed effectively.
How does a project deliver the insights and objectives our client needs? There’s no set formula to follow (otherwise everyone would be doing it) but we learn and evolve with every project.
If you know who your customer is, then you should learn their triggers. Doing this, alongside finding out their preferred contact points, should have a positive impact on engagement. Marketers should be choosing the channel our customers prefer to use, at a time when they’re most likely to respond, with a message that is customised to their individual need. Deliver targeted and personal experiences (based on what we know about the customer) as most customers are only interested in a handful of products and conditions. Anything that is not relevant can be seen as negative and is a poor experience. Simple rules determine what is prioritised based on what we know about customers Use this to show customers what matters most, while always giving access to the whole experience when they need it.
If you’re not adding value, who cares about what you do? It’s no longer acceptable (or effective) to push your branding message down the throats of your audience, we have to provide value with our message. Why should the audience care about what you’re telling them, if you’re offering little or no value to them? Find out what the audience needs and deliver that to them, if you want to give yourself the edge over a competitor vying for the same attention.
There’s an app for that! A couple of years ago it would have been innovative to create an app for any purpose. Today, apps are considered old hat! This doesn’t mean that developing an app is the wrong choice, but the solution offered to your clients must be the right one for the purpose. It doesn’t have to be new technology, it just needs to be effective.
Will we begin to see the “social giants” unbundle their services now that social is no longer seen as a separate entity? Many articles have been posted online about the uncertain future of the social media manager role; updating various social accounts has become a commonplace task, much the same as knowing how to use Microsoft Word or checking your emails. Customer service is social, sales teams are “social selling”, editorial teams are promoting content socially; it’s no longer seen as solely the responsibility of marketing departments to manage a company’s social presence as all media is now social, in some form or another.
The best way to get your customer to engage with your brand is to deliver an emotive message. The winner of the ‘Integrated multi-channel campaign’ at the 2013 Digital Media Awards is a good example of how powerful tapping into emotions can be for a successful campaign. ‘Meningitis: Keep Watching’ targeted mums with young babies who are undergoing immunisation, with the message being delivered by children via a campaign film screened at Picturehouse parent and baby cinema screenings, supported by TV and social media advertising, a Twitter campaign, and blogger/media relations. The strategy utilised these multiple channels, generating numerous touch-points to engage mothers with the life-saving message: Keep Watching for meningitis.
In order to create a superior experience, you need local market expertise. A regional platform plays a critical missing role in a customer experience by delivering consistent design, usability, cross-device compatibility, cost savings and a clear structural framework. The local market delivers the customer proposition defining the right structure and balance of content and services to meet local HCP needs. Each market owns and controls its own solution.
It’s important to focus on products and conditions, as that's what customers are looking for. Doctors search for information about products and the conditions they treat, at the point of need. Doctors will primarily find web platforms in response to pull tactics, or through search, either way they will arrive directly at specific content to address their need The majority of services also exist within this structure and not above unless relevant across market
Gone are the days when companies publish a separate mobile site or app. Instead, a single site that adapts to its context of use through responsive templates is an appropriate solution in today’s digital world. Content must therefore be produced that is suitable for this responsive presentation. Beyond a simple responsive approach, content and services should be prioritised appropriately for different devices; ensuring appropriate services are highlighted for the context.
We make content public (where possible) so customers can find it in search results. Customers search for product information and medical questions in search engines. Most platforms have a public version of every page to expose content to search engines. It uses keywords in URLs, SEO metatags, and publishes sitemaps where supported. Each market should challenge what it can, and can’t, show to search engines.
We understand projects should be about developing a core set of well-defined and adaptable assets that can be utilised across multiple territories rather than a large portfolio of assets, some of which are barely used. We know when to provide the right amount of information for the sake of the project and not to hold up projects unnecessarily with perfect deliverables along the way, sometimes a hand drawn picture is preferable to a detailed PowerPoint slide show.
Judge and PM Society co-chair and digital lead, Carwyn Jones, advises that campaigns with smart objectives, and clearly defined outputs measurable against each objective, will be strong contenders. With the right knowledge and expertise, you’ll be able to achieve so much more with your multichannel strategy.
| 18th October 2017
In part one of a series on customer insight and behaviour change, Martine Leroy reveals a behaviour framework for gathering sharp insights used to help brand managers and marketers achieve their business goals and create a customer-centric strategy.