Nowadays, the customer journey almost always starts online. But from this point on, the journey of stakeholders and potential customers through the channels is less linear than it used to be. One of the current trends – which is also a major challenge – is to make the customer journey more and more individual.
The means to an end: tailor-made and target group-oriented content that is available across channels along the individual touchpoints. “Tailor-made” means two things:
- On the one hand, companies position themselves over time as reliable partners who know the needs of customers and prospective customers.
- On the other hand, companie are stockholder database requir to support each individual lead as individually as possible.
They might come across a white paper, download it, attend a webinar, and finally fill out the callback form on the website. Another lead might do further research on other websites after reading the white paper, which would lead to a completely different customer journey.
4th trend: digitalization and artificial intelligence (AI)
In order to serve the multitude of channels as simultaneously and in real time as possible, more and more digital tools are needed. Otherwise, it is inefficient – if not impossible – to implement a content-centric approach and provide stakeholders and potential customers with consistent messages and helpful information along the customer journey.
Suitable, AI-based software tools are indispensable for maximum efficiency and high-quality output. According to the aclipp study, almost real-world examples of ai for sales prospecting all PR professionals now use intelligent software. Although the use of AI tools in communications work is still often a thing of the future, the trend is clearly heading in this direction.
Those who score points with their target group using technologies such as voice mining, text mining and digital assistants already have a clear advantage. There are plenty of examples in B2C of how marketer can achieve a precise approach in this way.
One thing is certain: data is the new gold. A treasure that companies should dig up sooner rather than later. The right tools for this are intelligent tools based on artificial intelligence.
5th trend: Strengthen the brand with authentic communication
It is thanks to Generation Z (those born between 1997 and 2010) in particular that values such as moral, social and ecological responsibility are also entering the business world. How customer evaluate a brand or make a purchasing decision ba leads is close linked to the issues of authenticity and responsible actions of an organization. The “Truth about Gen Z” study by McCann Worldgroup shows that 57 percent of respondents would pay more for products from a company that shares their values. Social commitment, diversity and environmental protection are the top priorities.
It is obvious that sustainable action and a corporate culture characterized by diversity are becoming increasingly important for one’s own purpose.