Google is recognised as one of the most iconic and valuable brands in the world. It’s therefore no surprise that, over the years, marketers have learned a lot from the multinational technology giant.
We’ve been shown the importance of striking design, streamlined user experience, a constantly evolving roadmap and engaging communications. The list, in truth, could go on.
So to pinpoint only one, salient, takeaway point for marketers, is not easy, to say the least.
But, if we were to try, it would have to be Google’s consistent customer-centric focus. You can search for something at home on a laptop, before accessing Google maps from your phone and, as soon as you start looking for the destination, the cross-device search history will helpfully start to predict where you want to go. Mobile search results are also localised thanks to Chrome, ensuring users are presented with the information they’re most likely to need.
Google is a renowned champion of contextual relevance, and the result is a seamless, uniform and uninterrupted experience for the consumer.
This same customer-centric focus should remain at the forefront of marketers’ minds, especially with so much chatter surrounding the importance of multichannel marketing in the modern comms space. If marketers are ever going to truly nail personalisation, strategies must become less about the channel and more about the single customer view.
Simply stating that a brand must be ‘mobile first’ without developing the rationale as to why, for instance, means the activity is likely to fall flat. Mobile is right for some audiences, of course, and clever, timely deployment of SMS within a holistic e-CRM programme can be very powerful indeed. But it won’t always be suitable. Every decision has to be made on the basis of relevance.
Marketers therefore need to concentrate on various touch points. Analysing an individual customer’s demographic, web behaviour, transaction history, email interaction, in-store/call centre activity and even brand disengagement, will uncover the facts that help to fuel personalised nurture cycles. Every element is important, and each will inform what channel and message to use next, when and why. Consumers will certainly thank you for being more relevant.
This is admittedly getting into ‘big data’ territory – or predictive analytics as we actually think of it. But this needn’t instil the fear factor that so many marketers worry about, especially if you’re supported by a savvy marketing automation partner.
The CMO agenda is changing, and developing that single customer view is becoming increasingly key to consumers loving your brand. If you’re not sure where to go from here, let’s chat: email@example.com