If digital marketers want to win customers, they know they need to form an emotional connection with each of them. But many marketers struggle to achieve their customer relationship goals.
In a recent study, Conversant and The CMO Club surveyed hundreds of digital marketing leaders and found that only 15% are confident they know their customers well, based on data that ties together online and offline activities and purchases. But 61% said their top digital marketing strategy is to build customer relationships.
“We need to adjust to the multi-channel consumer. Somebody engaged with you in digital, they’ve engaged with you at the retail store level, they’ve engaged with you maybe in a call center. How do you holistically have a picture of what that engagement looks like and get back to the opportunity of furthering the conversation? And how do I bring that to the next conversation I’m going to have with that customer?” said Patrick McLean, EVP & CMO of TD Bank.
The study identified 5 ways CMOs use technology to meet their customer relationship goals:
- Form an emotional connection with each customer.
- Reach customers where they want to engage.
- Bring customers the most relevant message, every time.
- Measure your marketing.
- Do it all at scale.
To see how CMOs plan to achieve these goals (and conquer their challenges along the way), download the full report: 5 Ways to Win Customers with Tech.