As a marketer, you would carefully consider what you want to achieve, on which platform, and who your target audiences are, to make an impact. Here’s an attempt at answering some of the commonly asked questions:

• So, is impact enough?
  No, it is not! Maybe if you just have a one-off deal and you want to sell everything under the market price.


• Then, what should the goal be?
  It is no longer enough to try to connect with customers in a linear process. The future of marketing is all about personalized, orchestrated journeys that elevate customer experiences. If you are in business, then you must look for a series of engaging touchpoints to foster long-term relationship and loyalty.


• How do go from creating impact to engagement?
  The outward-directed marketing campaign is transforming into a communications-to-action loop where marketing messages, their delivery timing and channel, and the customer’s response all generate learnings that can improve the next engagement.


• What do you need to consider when designing an experience?
  I use D365 Marketing, so, here are my top 3:
  

  1. Multichannel: An experience can happen across channels and touchpoints i.e., email, mobile, social media, custom channels, and in-person touchpoints. Think of a tool that gives you the capability to have direct connection to data and insights from all those touchpoints and channels.

  2. Customer-led, event-based journey triggers: Simply put, a personalised journey follows the basics of action and reaction rules. Therefore, it is important to have the flexibility to design a journey based on the profile, preferences of your customer.

  3. AI-driven recommendations for channels and content: This one goes in the direction of personalisation again but in a smarter way. Almost no journey is ever perfect from the onset. An intelligent journey is one that can be adjusted to the needs of your customer as you go through different touchpoints and engagements. Here, the machine learning and AI can help you adjust your design, content, point of contact or even profiling your audiences during the course of their journey.

There are more; my favourite discovery during post pandemic times has been planning and executing virtual events and meeting attendees for virtual seminars directly from D365 marketing integrated with Microsoft Teams. Pretty exciting stuff. But I can tell you more!

To find out more about the best practices on, what I like to call, serial engagement and how we can help with yours, contact me or leave a comment below.