Marketing 2.0.- Interactive communication.
In the new era of Digital Marketing or Marketing 2.0 the power is in the hands of the customer.
The customer chooses how and when he wants to interact with the brand and exercises his power by using the most appropriate communication channel at the time that suits him best. The dialogue established is interactive, personalized and multichannel, preferably in real time, so they expect immediate reactions and answers to their curiosity, doubts and clarifications that lead them through a journey until they make the purchase decision. The journey does not end here, then awaits delivery commitment fulfillment, and after-sales support, i.e. a long journey of interactive multichannel communications.
No matter which communication channel the customer initiates or responds to, the interaction must be continuous throughout the process.
The continuous management of real-time brand-customer interactions can only be achieved through automated and integrated multichannel communication.
Key elements in the multichannel communication strategy.
A multichannel customer communication strategy should take into account the following key elements:
- Unique 360º view of the customer
- The integration of contact processes.
- Process automation
In other words, communication with the customer must be integrated and automated.
The customer must be the protagonist…
The advertising company develops multidirectional communication through events that generate points of contact with customers.the combined action of the contacts provides a unique 360º vision of the customer.it is really about putting the customer at the center of the multichannel strategy so that he is the real protagonist of the communication, listening to him to provide him with a memorable experience that leads him to buy, repeat, and finally prescribe us.
- The second key element of a multichannel strategy is integration.
Companies have contact channels working with different suppliers, but they have very little information about what their customers are doing in each channel.
Contact management should be done with the help of a customer interaction database, communicating with them through the most appropriate channels.
Customer feedback updates the Interaction Database by marking the status of interactions in Real Time.
This real-time information is what really allows us to know that the customer is having a positive response to our proposal and if not, to change some of the elements of the process.
Therefore, it is a matter of achieving an integration of contacts with customers with instant or Real Time information.
- The third key element is process automation. It is essential for the integration of customer contacts in real time.Automation is a cyclical activity that analyzes multichannel communication processes with customers in order to optimize them by taking into account customer preferences, the level of efficiency of each channel and their economic cost.Immediately after that, communications are executed on the different channels supported by a campaign manager.Finally, the execution is supervised by a monitoring system that allows to keep track and then start a new cycle.The automation of processes is essential for the integration of customer contacts in real time.
Javier Echebarria