In the aftermath of the pandemic, organisations have to rely on digital channels to connect with users, customers, prospects and partners, making it essential for marketing teams to create engaging and immersive digital experiences that can attract and retain individuals and groups.
With more businesses and organisations around the world gravitating towards the hybrid working model, the importance of capturing and maintaining customer attention has become paramount. This Studio roundtable debate will explore some of the key strategies for winning customer attention in a hybrid world, taking into account the different tastes and behaviours of modern consumers.
Take a look at our rundown of some of our previous roundtable discussions on customer engagement and what to expect on roundtable debate: ‘How to Win Customer Attention in the Hybrid World’.
Online presence and customer attention
To begin with, marketing executives and leaders need to understand how they can effectively improve their online presence. A robust online presence can help establish credibility, increase brand awareness and reach a wider audience. Creating a strong online presence involves more than just having a website and social media accounts.
What exactly are the steps in creating this pristine online presence? It may require several strategic approaches that solve different issues. By measuring the overall success of whatever strategies they settle on, businesses can ensure that their online presence accurately reflects their brand and values and that it is consistently maintained and updated to keep up with new trends in the digital landscape.
In the Studio roundtable debate ‘Workflow, Process Automation, and the Hybrid Team’, Jon Herstein, Customer Success Executive at Box, argued that technology leaders need more coordinated access and “coordinated communication both online and offline”. Adding onto this, AgroGalaxy’s CDO, Maria Pilar Varela Sepúlveda, explained that the industry is facing a “big transformation”. With hybrid working set in place, customers are negotiating and dealing both in branches and online.
Communication and the hybrid workforce
In a world where consumers are bombarded with a constant stream of information and distractions, how can businesses effectively capture and maintain their attention? In the age of digital transformation, with multiple communication channels available, marketers need to understand how they can utilise certain approaches to stand out from the competition.
Creating a strong customer engagement strategy requires a different assortment of items. The marketing leaders and executives in the Hot Topics community have yet to explain what communication channels and methods work best for them and how to go about implementing this into their organisation’s procedures.
In ‘(Re)building The Hybrid Team Experience’, Tendayi Chirokote, CIO of Nyaradzo Group said: “Our customers all of a sudden were forced to be digital… they had to communicate to us through digital channels.” Following up from this, Amitabh Apte, VP Global CIO at Mars Pet Nutrition argued that this shift to online communication proved to be a challenge for the non-digital natives in the teams.
Personalised experiences and data
Personalised experiences demonstrate that the business values and cares about its customers–this can enhance the brand’s image and help build a more positive reputation. Once the marketing function solves the question of what their customers need, they can provide them with unique and tailored experiences. Aside from a basic analysis of customer data, what more can C-level marketing executives and their teams do to understand their consumer’s behaviours and preferences?
By leveraging advanced technologies and data analytics tools, companies can gain valuable insights into their customers’ wants and needs, which can be used to create targeted marketing campaigns and offer personalised experiences that resonate with their customers. This level of personalisation can help companies to differentiate themselves in the marketplace, particularly in the diverse hybrid environment, and gain a competitive edge. Given the important role personalised customer experiences plays in capturing customer attention, this topic is one of significance for the marketing executives to deliberate.
We have established throughout that by leveraging certain insights, businesses can pinpoint exactly what experiences are relevant to their customers while driving further engagement and loyalty. What still remains unclear are the steps to get from point a to point b – in other words, what role do emerging technologies play in this process?
Emerging technologies have been a topic of interest for the leaders of our marketing community in a variety of roundtable debates ranging from the use of cloud, data and analytical technologies to power purpose-led marketing strategies to leveraging the metaverse for greater customer engagement.
A good portion of marketing leaders may decide to use innovative and emerging technologies to switch up their traditional methods of customer engagement and marketing. What marketing leaders need to discover is how exactly they can leverage this to provide customers with faster and more personalised interactions.
The future of customer attention
By understanding the customer’s unique needs and desires, marketing executives and their teams can create tailored experiences that resonate with them on a deeper level. This, in turn, will create longer lasting relationships that drive growth and success for the organisation. The question here is, what strategies can marketing leaders employ to capture enough customer attention in a hybrid landscape?
Discover the secret to winning over customers in the hybrid world with the Marketing Studio roundtable debate on “How to Win Customer Attention in the Hybrid World.” Gain valuable insights and strategies that will give you the edge you need to succeed in today’s competitive marketplace.