Customer-Centric Marketing: Optimize and Integrate
Have you noticed? Since the beginning of this year bloggers, experts, research companies and marketers are increasingly talking about cross-channel or channel-agnostic and customer-centric marketing. Finally. What we’ve always called integrated touchpoint marketing is back.
Social media pundits tackle topics such as conversion and cross-channel strategies. SEO experts say search should be seen in an integrated and customer-centric context. Email pros are defending how important it is to have a holistic view and put the individual journey first. Preferences and touchpoints, they finally get back the attention they deserve, with a focus on relevance and optimization “as a whole”.
I could say, “I told you so” and, well, I just did. However, there is no merit in having preached about customer-centricity, cross-channel optimization, integrated touchpoint marketing and the channel-agnostic consumer for such a long time.
The reason is simple: the call for an integrated approach is not new. It is a natural consequence of having a customer-centric or people-centric vision.
Why we forget the importance of a holistic and integrated touchpoint marketing and customer view
So, why does it seem we always forget these simple facts? There are many reasons.
- New channels and media always come with the inevitable hype and people that are eager to carve out a lucrative niche with every new gold rush.
- It’s tough for us to think beyond silos and our beautiful selves. However, people want meat today as Gerry McGovern says.
- We forget that customer-centricity, and the continuous optimization and improvement, that Bryan Eisenberg has been advocating, are two sides of the same coin.
- We get confused every team new channels and changing consumer behavior alter media consumption, the buying journey and information seeking processes.
- Change is hard and scary, certainly when it involves letting go of control, that’s imaginary for a large part anyway.
- We’re not always that good at listening to what people have to say.
- New generations of marketers, born and bred with ‘their’ tools, views and technologies, don’t always want to learn from those who came before them (why does this remind me of my kids?). It strikes me every time again when talking with an expert in, for instance, social media marketing, to discover they don’t know the digital marketing classics, leading them to reinvent what many have known for so long.
It probably explains why I’m often a bit nervous – and sometimes hard and even cynical – when noticing that experts in a specific field put their tactics, channels and concepts before the only things that matter: people, customers, experiences and the bottom-line.
Should we know everything about marketing then? You need experts in specific domains. However, it won’t hurt you to look beyond your field because – guess what – customers don’t live in your field.
Rules, channel, technologies, society and people do change but some basics really never change. It’s time to look at touchpoints again in an integrated way. And it most certainly is time to understand that responding to the voice of the customer and continuously improving across all touchpoints as Bryan Eisenberg has been shouting for years, is essential.