The Customer Experience in a Multi-Channel World


The Customer Experience in a Multi-Channel World

As marketing becomes more technology based, advertising messages become more abundant and harder to reinforce.  According to Forrester Research, in order to meet this challenge, “marketing leaders must embrace Adaptive Brand Marketing, an approach that encourages rapid response to align consumer and brand needs and maximize return on brand equity.” This adaptation applies to every component of the marketing mix so as to connect the consumer with the brand.

Adaptive Brand Marketing is not a new concept, but has become more relevant due to increased accessibility to consumers’ personal information.  With this data, companies can eliminate commoditization by creating more personalized brands.  Personalized products have a strong appeal to customers and help build brand loyalty.

According to a recent study in the U.K.,consumers are increasingly comfortable providing their information to companies who will use it to help personalize their products and communications.

However, as we might all remember – Google received a lot of bad press last month when it announced the incorporation of personal data into its search results. That’s quite a surprise when you consider Amazon and e-bay have been giving personalized shopping recommendations for years.

Existing personalized products include Nike’s ID program for customizable running gear, My M&M– which allows users to custom print on M&M’s and Kleenex –offering users the option to customize their tissue box design.

Companies such as these have been successful up to this point because they have acknowledged the need for internal structural change. Media buying, planning and optimizing needs to stay fluent. Libraries of creative assets (images, calls to action, apps) need to be developed by brand. Changes such as these are sometimes slow to implement, but quick once they’re in motion.

As Ad Age said, “Today’s media, technology and data provide the channels to facilitate adaptive marketing. In a way, media has always been integral in steering marketing strategy.” TV helped broad branding and awareness drive advertising, and magazines have allowed marketers to segment the market and promote products to niche targets.

Response-based marketing presents opportunities such as addressable TV, location-based and hyper-local media platforms, out-of-home advertising, as well as contact with the wide variety of tablet and mobile media devices.

The ability for companies to collect and then analyze buyer and audience data will allow for personalized product development. The way that a company decides to utilize the information is crucial to stay afloat.

KP can assist in delivering your personalized message for your personalized brand. Whether it’s a postcard or an offer incentive, KP has the ability to completely personalize your consumer’s experience. Learn more at  

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