Customers have never been more unpredictable. Before buying products, they gather all the data and use all available communication channels to get as much information as possible about the product or service. Faced with this change in behaviour, companies must refine their omnichannel marketing strategies.
Centralising data and automating marketing actions
In order to cope with this drastic change in behaviour, businesses need to use another method, namely Product Experience Management or PXM. The ultimate goal of this process is to provide high quality information at any time and any place. This requires centralising and managing all customer-related data and information so that decision-makers can make appropriate decisions. It is an effective management solution as it consists of a platform that will centralise and organise information about customers, distributors, brands and suppliers. It should be noted that to achieve such results, PIM must be able to integrate seamlessly with the company’s ERP, website or distribution network and other information systems. If you want to properly optimise your marketing strategy, please visit www.goaland.com.
Establishing a climate where relationships can last
The marketing strategy should focus on the long term. Indeed, companies invest in expensive software or use the help of marketing agencies to ensure the sustainability of their activities. Therefore, you need to build a very close relationship with your customers in order to keep them coming back for more. Finding new customers is expensive for the company, but with the information you have, you can select and locate the most profitable ones. The aim is to show them how important they are to your company. For example, you can provide personalised services or discounts to ensure that the marketing strategy is rewarded.
Avoid silo marketing
This is a critical risk for businesses through which, the loyalty programme will be an important lever for the development of the business. Lack of cohesion, coordination or communication is fatal to any business. In order to break down these silos, it is necessary to set up a system to promote internal communication. It would be ideal to use platforms such as ERP tools, workflow systems or instant messaging. Another option is for managers to organise team-building activities or full meetings so that everyone can express themselves.