A successful marketing strategy depends on two things: knowing what your customers want, and knowing where they can be found. Your marketing strategy should change as these two attributes change.
In the past few years, there has been some change in what customers want, however, where they can be found has changed drastically. A few years back, customers were primarily using their desktop / laptop, and social media sites were beginning to gain popularity. Groupon was the hottest thing in marketing, with everything trying to get a deal-of-the-day out there.
That was a few years ago. Things are VERY different today. Customers are using social media (too many networks to list them all) and mobile devices to interact with your brand / business. More importantly, they want a consistent and seamless experience regardless of the device / channel they use to get in touch with you. This is a BIG change for marketers. Not only do you have to be present at all touch points, you have to ensure that your messaging is consistent across all touch points.
Compare the two infographics below from 2008 (first) and 2014 (second), and you will see how the landscape has changed:
So now the million dollar question – The customer touch point landscape has completely changed, has your acquisition strategy kept pace?
Hint: If your strategy hasn’t changed drastically in the past few years, chances are that it isn’t at par with the industry.
We will soon write about a situation where companies think that their acquisition strategy has kept pace, while in reality it is still outdated. Check back in a few days.
Infographics credit: http://ageofuncertainty.blogspot.ca, http://www.gesaky.com/