Editorial Articles

James Hogan, Client Development Director at Burrows, explains why customer engagement in the 21st century demands a more holistic, information-driven approach

Buying versus selling

Selling is an age-old business, but selling effectively in this new era of accelerating change, increasing competition and economic uncertainty calls for a shift in focus. Technology has transformed the communications landscape forever and customers now own the marketing relationship in a way they never have before. These key trends not only require a more technology-enabled and customer-centric approach, but also a radical re-thinking of the traditional, linear sales funnel. Marketers today have an unprecedented opportunity to provide customers with the rich information and interactive tools necessary to support their buying process and to positively influence their purchase decisions.

Quality versus quantity

Technology-empowered customers – both business and consumer – are demanding more and more detailed information as they research products and services and actively evaluate options and providers. But in a 21st century marketplace already suffering from information overload, this can create a real challenge for marketers. Providing the right breadth and depth of information, at the right time, in the right format and on the right platform – and cutting through the noise – requires a deeper understanding of a customer’s purchase decision journey and their informational needs at different touch-points along the way.

Emotional versus rational

Even the most complex customer journeys start with a simple trigger – either an emotional want or a rational need. For customers to reach a considered purchase decision they require a delicate balance of emotional brand messages and more rational product information that varies over the course of their journey – a process that often involves rationalising and justifying an underlying emotional desire. So, as customers engage emotionally and move closer towards a purchase decision, their need for more detailed information grows. The challenge for marketers is to deliver informative, inspirational and influential communications crafted for each stage of the journey.

Push versus pull

The traditional media ecosystem is evolving fast with interruption advertising giving way to new models of customer engagement and more permission-based marketing techniques. Customers now plan their own complex journeys – navigating a sea of connected media – and are happy to pro-actively ‘pull’ the information they need from a wide range of different sources. Crucially though, during this active evaluation stage, customers will also add new options and brands to their initial consideration set, as well as – perhaps more obviously – discarding others. So, while a ‘push’ oriented model can work well to raise awareness, create interest and generate demand, we need to re-focus marketing strategy and investment on customers that are actively engaged in the buying process and who are closer to a purchase decision – finding new and exciting ways to drive them further and further along the path-to-purchase at every step.

Online versus offline

The clear lines that once divided the online world and the physical domain are beginning to blur. Technology-enabled solutions – exploiting advances in mobile communications and augmented reality (AR) – are increasingly permeating the offline world, opening up an array of exciting new opportunities to inform, engage and influence customers on their own terms. Conversely, interactive 3D product visualisations and CGI animations are helping to replicate real-world objects and more effectively explain difficult-to-understand concepts within a digital environment – positively impacting customers’ willingness to purchase. Increasingly, we will need to identify the most relevant and influential touch-points – whether interactive, in print or in person – and create seamless customer journeys that effectively merge the online and offline experience. 

Sales versus marketing
Customers – both business and consumer – are becoming more and more sophisticated every day. The overwhelming majority of purchases are now heavily researched online and many customers will only seek direct engagement with sales staff once they have sufficient information and knowledge to hand – essentially when they are much, much further into the purchase funnel than ever before. To be successful in the modern marketplace, companies must align their sales and marketing functions more closely – focusing on the specific needs of their customers. The key to improving marketing effectiveness and driving sales performance is clear; we need to gain a deeper understanding of our customers’ purchase decisions and complex journeys – and to inform them in the most engaging and influential ways. It’s all about informing decisions.

Case Study: Ford Focus Apps

The Ford  challenge

The new Ford Focus’s technology meant it made sense to target a tech-savvy, early adopter audience and actively encourage them to visit the dealership, where it was believed that direct experience of the car would really impact sales. Personal experience and intimacy with brands are more important than ever. With the world of information at their fingertips, customers need to feel and understand it for themselves.

The challenge was to communicate the advanced technologies that exist under the skin, giving customers reasons to buy and also to add new technologies to their options list. It was recognised that early adopters use technology such as smartphones and tablet devices and would respond well to the promise of an exclusive new experience. 

The solution

Burrows designed and built a range of mobile applications featuring a series of engaging videos and interactive tools. The smart phone and tablets apps provide the all-important information and detail customers require to confidently take that next step in the purchase decision journey – a visit to the dealership. 

James Hogan, Client Development Director, Burrows
www.burrows.info