Kavita Singh shares some of Adobe Commercial Marketing Director, EMEA, Peter Bell’s insights on engaging with audiences through the three pillars: convenience, mobile experience, and omnichannel.
Convenience
Working from home has become the new normal seemingly overnight. It was something everyone was forced to adjust to regardless of their comfortability. It’s not just about fast load times and easy to complete forms, it’s about making customer’s experiences personal. This is an area that Peter says many people fail at. Only about 38% of companies feel like they’ve got the right infrastructure in place to provide a personal and engaging experience.
Peter says: “Giving a personal service is the outcome, personalisation is just the means, it’s about providing a service which feels personal.”
Often, people get confused between the technology personalisation and giving a personal service. This could mean making simple changes to your website perhaps or your email marketing scheme.
Peter says: “In addition, make sure that the customer insights are up to date and align with sales. Don’t let the newfound physical separation open up that chasm with sales, it’s important that as marketers we’re aligned with sales and together we’re closer than ever to the customer understanding of the customer.”
Mobile experience
Customers will want a website that works seamlessly both on the computer and phone. This means not having links that go through to a page, which won’t render on the phone. This means having the correct format in menus and page layouts for customers regardless of the device they’re using.
It’s ultimately your responsibility to deliver a great mobile experience, especially with customers having limited access to products right now. There are a ton of products that can be translatable to a digital selling market, and if yours is eligible, there’s no excuse to why you’re not making the transition.
Omnichannel
The age of Covid-19 has really tested companies to replace their trade shows and physical events with alternatives. As a result, we will be living in a very different world moving forward and a big digital push for most businesses — something that might feel unfamiliar.
Without a digital presence, companies are in danger. For example, in the fashion industry, Primark’s sales have dropped a full 100% due to the simple reason that the company doesn’t have a digital presence, so they have no business currently. This standstill is something that other companies will be privy to if they are under investing in their digital channels.
Most of us face the middle ground, and that presents an opportunity to reach new channels and extend your digital reach. Reevaluate your budget and decide where it will have the most impact. Prioritising your spending and reviewing content messaging will ensure your channel’s success.
Bare in mind that we will eventually return back to the physical world and have a newly found digital transformation.
