What is a Connected Online Experience?
An online experience is defined by how a consumers experiences interact with your company, as 72 percent of connections to brands are now digital (Mulesoft 2022 connectivity report) a successful strategy will integrate useful, usable and enjoyable experiences across its online space, this being said, a connected online experience is defined by its ability to leverage data from automated processes , rather than manual processes- which are less accurate. Paired with self learning software- which often has the ability to automatically compile data across digital platforms to create an accurate depiction of your consumer and their online habits.
By incorporating a connected online experience, you allow for your customer to achieve their objectives in an efficient and personalized manner. With 82 percent of consumers voicing that they buy from brands they're emotionally engaged with, integrated factors of a connected online experience such as efficiency and personalization allow for your brand to cater for the individual, this puts your online space at an advantage for creating meaningful relationships with your customers.
We have compiled a list of helpful pointers for optimizing your connected online space;
Customer Driven Strategy
Customer satisfaction is more important today than it ever has been, Companies have to be accurate and dependable- which is exactly what the incorporation of a connected experience provides. Utilizing a customer driven strategy along with a connected experience optimizes customer satisfaction and ultimately creates customers that will re visit your online space.
We know that no business can cater to every customer in a specific market, each individual has different needs and its impossible to meet all of them for everyone, We have compiled a fool proof 3 step plan on how to design a customer driven strategy.
- Segmentation- This is when you take the current market that you're selling to and dividing it into smaller groups of individuals with their own niches
- Targeting- This is the process of evaluating each segment and choosing a select one or a a couple of segments to direct your strategy to
- Positioning and differentiation- Positioning is how the product is positioned in such a way to be appealing to the segments of the market you are selling to. Differentiation refers to how you and your brand differentiate from the rest of the market, how your product is superior to your exact customers.
Real Time Personalization
This is where self thinking AI comes in handy for this approach, It is almost impossible to manually personalize each individual online experience. Self Thinking AI takes individual signals at each touch point and delivers them to a personalization models, making each experience catered to the individual. AI ensures signals are sent quickly to each other, this also ensures that employees are aware of the activity in your online spaces and customers feel recognized by your brand, generating loyalty and Re-Visits from new customers.
Understanding and utilizing customer intent is much more important than utilizing your demographics- where demographics are vague and help build a customer profile, they don't tell you what your customer is looking for and their individual needs.
One of the best ways of understanding customer intent is by collecting data on your customers actions across your website; such as: Page clicks, registrations, Product page views and landing page clicks, After this You need to be able to spot your customers starting points. Product searches are always a good indication of this, a customer actively searching for a specific product is always a good indicator of their intentions on your website. Lastly by creating pre intent content (such as blogs and resource pages) linked to your products allows whoever it is seeking information on the services or equipment they may need to be linked back to your product as their solution.
An Omnichannel approach is essentially using your intricate knowledge of your customers to push and utilize all channels of online marketing to create your brands presence (such as push notifications, in app adverts, emails and push notifications) while almost guaranteeing a positive and straightforward experience amongst customers.
Connected online experiences are impossible to achieve without an omnichannel approach- omnichannel marketing ensures that customer experience remains consistent across all channels by tying all points from different channels together while also considering values such as relevance, consistency, convenience and empowerment to the customer.