Marketing technology can help improve digital experiences for customers, especially considering the fact that the pandemic has made buying journeys a lot more digital than they used to be. Prioritizing digital experiences can also help companies grow and increase sales, and is an integral part of any public relations campaign.
According to research, most companies have shifted their digital customer experience strategies since the pandemic first started. While there are different reasons why companies decided to change their strategies, one of the biggest reasons was the pandemic itself. During this time, businesses realized how important digital experiences were to consumers.
Many businesses are also expecting that some recent changes in consumer behavior are here to stay, as consumers get used to buying and interacting with brands in the digital space. All of this means that digital experiences are becoming crucial to brand success, and explains why companies should be prioritizing and optimizing digital experiences with consumers across all channels and platforms.
One of the biggest issues that many companies that are looking to improve digital experiences are facing, is the fact that it’s difficult to create content that’s uniform across every digital platform. With a growing number of channels that companies have to market through, it’s not always easy to create a single piece of content that’s a perfect fit for every platform. Companies need to ensure that their content is consistently distributed across every platform. Another big challenge they’re facing is a large number of consumers these days who are expecting to receive personalized experiences when interacting with brands at any touchpoint. Marketers are facing difficulty trying to keep up with those needs.
Consumers are spending a lot more time on their devices, which has contributed to an all-time peak in screen time. At the same time, the trust that consumers have in the information that’s being presented to them from brands is declining. Buyers are now a lot more conscious about their security, as well as about where they direct their attention, and where they spend their time and money. All of those different elements have changed how consumers behave and have also increased the pressure on companies trying to connect to their audiences in more meaningful ways across a variety of channels.
One of the biggest challenges that companies are facing these days is the lack of trust that consumers have. According to research, nearly 90 percent of consumers have reported not remembering or not opting to receive communications from various brands when they still receive branded emails. Nearly 30 percent of consumers tend to lose trust with brands that have poor customer service, and about 20 percent lose trust when they have endured poor buying experiences. The best way that companies can solve all of those issues is by utilizing marketing technologies that can bridge the gap between information from brands and consumer trust. That can be done by investing in digital experience platforms, customer data platforms, content management systems, and digital asset management software. All of these technologies are designed to manage the large amount of customer data that companies collect and to leverage that data into insights and reports that are truly beneficial to businesses.
The author, Dara A. Busch, is Co-President of 5WPR, a leading PR agency.