By Lee Odden
When planning for 2017 and into 2018, many marketers have placed a high priority on customer experience and the content that helps make the best customer engagement happen.
At the same time, companies are challenged to create a variety of engaging content on a consistent basis coupled by the fact that consumers are less trusting of brand communications and advertising.
There are many suggested solutions to the challenges of creating consistent, high quality experiences for customers that range from integrated technology platforms to cognitive marketing applications incorporating big data, artificial intelligence and machine learning. This is one of the key roles that a savvy agency can play for brands: to help develop a digital marketing strategy and corresponding technologies needed.
It’s tempting to focus singularly on technology for solving marketing problems, but the solution to better customer experience and engagement is more about being human than the latest martech solution. In particular, understanding how relationships, influence and content deliver more relevant and engaging customer experiences is essential for differentiation and driving better marketing ROI.
This is where the next evolution of influencer marketing comes in: Influence 2.0.
The field of influencer marketing has grown fast and while some approach the practice transactionally, not unlike advertising, an increasing number of brands are focusing on the long term value of relationships with influencers and the kind of content collaboration that inspires better engagement across the customer lifecycle.
A more human approach to marketing means attention to empathy and a focus on customer experience. Influencers are credible, trusted individuals with active networks and the value exchange of their engagement with the community is where influence originates. Brands can tap into that influence to expand brand reach, create better customer engagement and even improve specific marketing goals like lead generation and increased sales conversions.
According to Influence 2.0, a new research report by Brian Solis of Altimeter Group sponsored by Traackr and my agency TopRank Marketing, 63% of marketers want to improve customer satisfaction through the use of influencer marketing. “The opportunity for consumer engagement spans the entire journey and influencers can play an important role in each moment of truth”, says Solis.
Modern marketers understand that customers don’t move linearly through decisions anymore. Eloqua helped visualize the way to view this new customer journey as an infinity loop, illustrating important moments of truth and opportunities for customer engagement. By plotting the infinity loops across your own customer touch points during the customer journey, you can set the stage for a new model of customer experience management.
To connect with customers in a more meaningful way, it is more important than ever for companies to identify, qualify and develop relationships with relevant influencers of all types to collaborate, co-create and instigate advocacy. I can think of no better focus for these collaborations than through content.
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Source:: Online Marketing Blot – TopRank