What every marketer needs to know about digital

OPINION / 27th February 2019

Ahead of The Digital Marketing Forum taking place on 7 March, which ORM is attending, we outline what every modern marketer needs to know about working effectively in a digital environment.

1.     Take a ‘Customer-First’ approach

At ORM we believe in ‘customer first, technology second’. By that we mean, it’s important to understand your customers in both the online and offline world and find out how, or what they are trying to solve in their lives before coming up with a technological solution. Once you know who your customers are, and what they want from you, we can help you to design a bespoke digital solution that helps your customers to achieve their objectives in an easy, timely, efficient manner.

2.     Listen to your customers

No matter which industry you’re in, it’s important to listen to your customers. What is frustrating for them? What are they complaining about? How are their lives changing? How is technology shaping their behaviour? Asking questions like these will enable you to anticipate their needs before they do. If you can truly listen to their problems, you can provide solutions that they didn’t know they needed, and keep them coming back for more.

3.     Provide customers with an optimal experience first-time

We all know that first impressions count and this is ever more important in a digital environment, where customer attention spans and patience have diminished significantly. In today’s world customers have more choice than ever before. So, if you fail to impress them on your first interaction, you’ll likely lose them forever. Customers have so much more power – not only the power to choose, but also to complain about channels that are designed to amplify their voice. In short, give your customers an optimal customer experience the first time, because you’ve normally only got one chance.

4.     Give your customers the chance to self-serve

Today’s digital customer wants control over how they use your product or service at a time that’s convenient to them, not you. We’ve created self-service portals for our clients in financial services, housing and in transport, that puts the control into the hands of their customers. The portals allow our clients’ end users to find out all the information they need in one hub. The information they receive there is personalised and tailored to their needs. They can buy, pay, ask, search and store all within a single space, making their interactions smart, efficient and seamless.

5.     Remember, data is king

Data should be involved in all the decisions you take. For the first time in our lives, we have so much data at our fingertips; there’s so much we can use to map, and inform our practice. So, before you start thinking of reaching out to your customer, look at your data. Use it to optimise and improve your interactions with your customer. If you don’t use the data to guide your decisions, you’ll only end up creating something you think someone is going to like.

6.     A new take on innovation

When it comes to innovation, there’s often too much talk of developing the latest “shiny new toy” rather than focusing on using technology to improve operational efficiency. If you’ve been tasked with developing a new app for the latest Apple watch, just stop for a moment and ask yourself, why? What’s its purpose? We believe in using innovation for true business challenges, using technology to help the customer, and innovating in a way that saves time and money.

ORM's view

Your customers are becoming more demanding. Like it or not, they are comparing your services against those who are excelling at the customer experience game. Customers are also becoming more fickle and will only reward you with their loyalty if you give them what they want when they want it and on the device, they want to interact with you.

We pride ourselves on working with brands to help them achieve their digital freedom, helping them accelerate through business complexities with our solution consulting, product innovation and agile delivery.

Come and talk to us about how we can help you use digital to improve your customer experience and future-proof your business.

Neil Clayton Neil Clayton Head of Sales & Marketing Neil Clayton