Image source: http://tomfishburne.com/2015/02/datadriven.html
4. MOBILE marketing
According to the Pew Research Center, 77 percent of U.S. adults own a smartphone. This includes 92 percent of those between the ages of 18 and 29. On top of that, Criteo found that over 30 percent of all online purchases in 2016 occurred on a mobile phone. So, needless to say, the mobile experience is crucial, and can’t be considered an afterthought by any means, and people’s shift towards mobile can only continue to grow.
This seismic shift calls for Digital Marketers to adapt and think ‘mobile-first’ in everything they do. Optimizing the mobile website experience or launching a mobile app are both definitely important, but first, Digital Marketers need to know their mobile users inside and out to truly understand how to cater to them. As the Altimeter Group states,
“Focus on learning more about customer frustrations, expectations and behaviors specific to mobile…Only then can mobile strategies produce results that increase engagement, lead generation, sales, retention, loyalty and more.”
Desktop or Mobile devices, sitting down or on-the-go – every which way a customer can interact with your brand brings about different experiences and contexts. Successful Digital Marketers consider how customers experience their brand from these different angles, and the potential pain points and opportunities of each.
5. CUSTOMER EXPERIENCE (CX) marketing
“Customer experience and innovation are not only unique selling points, but essential qualities for gaining a competitive advantage.”
The effectiveness of your shopping cart, the helpfulness of your support agents, the word-of-mouth about your brand - each of these items play into the Customer Experience. Every customer interaction should be seen as a reflection of your brand, and successful Digital Marketers will make sure that their brand is reflected in a good light at all times.
CX has undoubtedly become the fifth marketing “P” in recent years, and it has been repeatedly shown to have a notable impact on companies’ bottom lines. But to truly understand the customer experience and how to optimize it, Digital Marketers must leverage the voice of their customers if they want to succeed in their mission. After all, what better way to know how customers are experiencing your brand than your customers themselves?
As you go about honing your skills in content, social, data-driven and mobile marketing, remember that every digital skill is anchored in the customer experience. Only by meeting the intent, needs and wants of your customers can you succeed in today’s digitally-driven world. As marketing relies more and more on digital solutions and platforms, Digital Marketers need to continuously evolve and adapt their skills list accordingly.
With these skills in your back pocket, you will be ahead of the game.