With the accelerated adoption of digital and growing ethical and environmental concerns, customers’ expectations of brands have changed.
Today’s consumers expect a superior, seamless and frictionless experience across all channels. But how do you adapt your strategy to the needs of your users? Our experts reveal their best tips for an effective user-centric approach.
Transform your business to meet expectations
1. Create value and trust
The first step to meeting user expectations is to respect their privacy. Next, you need to build a relationship of trust with them. To do this, use proprietary data to create a positive feedback loop. In other words, choose an approach to data that focuses on privacy and creating value for the user.
You need to engage your users and offer them a two-way exchange: their personal data for value-added content. This type of content, known as a “lead magnet“, can be in the form of articles or white papers on subjects that interest your prospects, exclusive offers and coaching or training.
2. Analyse needs and re-evaluate your strategy
This user-centric approach begins with an analysis of the quality of your data sources. It is not necessary to collect an infinite amount of data to be effective. Only collect data that is relevant to your business and keep your focus on the customer experience. Therefore, you should define in advance what data you will collect, why, and how you will use it. This is the only way to get ” smart data“.
Customers should be able to identify the benefits of sharing their data with you. For example, if they want to get in touch and fill in a form, they will not be reluctant to share their email address or phone number with you. They will not see the point of giving you their date of birth, for example. However, if you tell them that they will receive a special offer on their birthday, they will understand the added value of this exchange!
3. Be prepared to reorient your approach
The great thing about digital marketing is that you can measure, in real-time, the impact of your actions and the return on investment. This means that, with a certain amount of flexibility, it is possible to continually optimise your campaigns and adjust your strategy according to the results obtained.
However, end-to-end measurement becomes more complex with the removal of third-party cookies. But the challenge is still achievable! Our advice is to define common objectives for all your channels and to favour global measurement solutions for your KPIs. Integrate all your data sources with each other so that you can identify the real value of the profits generated by your marketing efforts. Lastly, encourage collaboration between your sales and marketing teams (#smarketing). This will give you a global view of the actions undertaken and the tangible return they have brought to your business. All of this will enable you to put the user at the centre of your strategy. Understanding the needs and analysing the behaviour of your target audience via first-party data are challenges that will give you a major competitive advantage if they are met.
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