How You Can Use Digital Marketing To Create Awesome Customer Experiences

Consumers have more options at their disposal than ever before when deciding what brand or product to buy. The digital era we live in has changed the way we shop. The days of buying what was available at your nearest store are behind us. Smart shoppers either move their entire purchase journey to the internet or use stores for “window-shopping” before searching online for a better deal.

Having the best price and product available is no longer sufficient for the tech-savvy digital consumer. To succeed in this climate, your business needs to implement a good digital marketing strategy to streamline and uplift the customer experience.

Consumer behaviour has changed

The increasingly competitive nature of the world, coupled with the economical setbacks of the last few years, have seen a decline in profit for a lot of companies. Overall customer behaviour—what they are looking for, which message appeals to them and what channels they use is changing and evolving constantly. Marketers need to adapt if they want to retain a loyal consumer base.

Many people consume goods, find interests and share ideas using the digital space, which includes mobile, social media and blogs. As a brand, you can’t attract new customers if you are not actively engaging with them in that same digital space.

Customer experience drives revenue

A 2016 study published by Forrester shows a clear correlation between the customer experience and the success of a brand. Poor digital marketing strategies can lead to bad customer experience. These can have a negative impact on your revenue, largely due to the ever-connected nature of the modern world.

• Negative word of mouth:
  A bad customer experience will spread like wildfire. All it takes is one particularly negative review, highlighting a poor experience, to go viral for your brand’s reputation to suffer. Your digital message must be clear, you must be accessible, and you must respond quickly when a problem arises.

• A bad experience increases acquisition cost:
  Lead acquisition costs can skyrocket the more time and effort you need to convince a prospect to turn into a customer. Successfully acquiring leads will yield little if your customer experience is poor. It will not only negatively impact your reputation, as described in the previous point, and mean that you have effectively wasted money on a lead that, at best, resulted in a single sale.

By contrast, a positive customer experience will benefit your brand. Positive interactions result in customers that are easier to retain and turn into repeat customers. They will also take over some of your digital marketing duties by commenting positively about your brand on the various channels they subscribe to. These brand advocates add value to your name, as customers are more likely to trust each other’s opinion than they are any content created by the brand itself.

A good strategy will lead to a good customer experience

As a brand, you need to ensure every facet of your digital marketing strategy is designed with customer experience in mind. This will increase your eventual ROI by generating more sales per leads through return customers. A good strategy also keeps your expenses down, as you will reduce acquisition costs, not have to use additional resources to rectify situations caused by bad experiences. You will also increase your overall standing as a trustworthy and authoritative brand with your consumer base.

Lupo Digital specialises in advanced digital marketing solutions. As a fractional fractional marketing partner, we can help you build a data-driven digital marketing strategy that’s powered by strong content, makes optimal use of the different sales channels, and emphasises a universally consistent brand message. For more information, get in touch with us today.