Marketing

What marketers say is key to a great customer experience

what-marketers-say-is-key-to-a-great-customer-experience

Panic Buying: This is the perfect example to illustrate how fragile the customer experience is. When the pandemic broke out, shoppers around the world banded together to stock up on as much canned food, frozen burritos, and toilet paper packs as possible.

Brands (even the most experienced) have made an effort to remove out-of-stock items and keep product information on their ecommerce websites updated and accurate. Some were successful, but many grocery, big box, and local stores stayed behind to absorb the bits and pieces of a shattered customer experience.

This is just a story quoted in the many conversations with marketers when we were doing our research for the 2021 Widen Connectivity Report. History tells us that trust is a critical part of the customer experience.

In fact, 70% of consumers say trust is more important today than ever before. If brands fail to provide reliable information or engage buyers in other positive, trust-building ways, they risk losing their audience’s attention, loyalty, and spending.

In other words, they can break the bonds of connectivity.

What is connectivity?

Connectivity is the state of interdependence between people, objects, systems and information and the nature of these relationships.

Connectivity and customer experience are closely related. To deliver a great customer experience (or even fix a broken one), brands need to find meaningful ways to connect with their audiences and build deeper, more trusting, and lasting relationships.

In our Widen Connectivity Report 2021, we examine the role of product information to help brands strengthen this target group connection and offer superior customer experiences.

Digital marketers need to publish information about their goods. we know this. But how can they provide this information in a way that strengthens the connectivity ties and helps them thrive on the digital shelf?

This is what our connectivity research tells us.

1. Product data is critical to building customer trust, but it cannot act alone

As you can see in the graphic below, there are three types of product information: product data, product marketing content, and digital product resources. Nearly 50% of marketers surveyed credit product data as the type of information that has the greatest impact on customer confidence.

But we’ve also learned that marketers can’t just rely on product data. Trust is a crucial piece of the connectivity puzzle, but when it comes to actually converting trust into sales, digital product resources or product marketing content have the biggest impact, said 72% of respondents.

Yes, any type of product information is better than nothing, but brands using all three types have the advantage.

2. The overall accuracy depends on the table for the digital shelf

Over 81% of the brands we surveyed “always” or “normally” use product information in their ecommerce marketing efforts so that marketers can clearly see its value. However, they also know that the accuracy of the information they provide has serious implications.

According to our survey, accurate product information – even more than customer reviews, visual design, and social media activity – has the greatest impact on customer confidence in marketing efforts.

For accuracy to prevail, brands need to adopt the technology, processes, and protections to have better control over their information.

3. Objective information is the backbone of a strong marketing story

In our digital age, if you are not authentic, it is difficult to falsify authenticity as it would have been years ago when it was more difficult to obtain information, one connectivity respondent pointed out. And isn’t that the truth?

Marketing stories are an important way brands connect with their audiences. For that connection to be made, brands need to tell marketing stories that are based on facts.

Product information is largely objective. This is probably one reason why 57% of respondents use it to tell stories about their brands and 71% use it to tell stories about their products. Product information gives credibility to a marketer’s stories, but that’s not all. Get the full connectivity report to find out what other marketers had to say.

4. Personalization takes a back seat to provide a helpful hand

Buyers want to be empowered to be the experts on their shopping trips. Rather than impose personalization on them in the form of retarget ads or behavioral offers, brands meet customers where they are on their shopping trips.

When buyers are on the lookout, i.e. when they visit a brand’s website or search for a product online, brands focus on being ready with the helpful information customers need to make safe, informed purchasing decisions.

5. Technology is needed to turn information into engaging customer experiences

In today’s omnichannel marketing environments, brands have to work harder than ever to present their product information in a way that is actually engaging.

When we asked respondents how they do this, the most important answers revolved around using the right tools and technology.

Some brands use advanced technologies like virtual reality and augmented reality to provide their customers with complete product experiences. However, we’ve found that most brands take a crawl-walk-run approach. Before brands sprint headlong into more advanced or “sexy” product experiences, they focus on the tools they can use to deliver comprehensive, accurate, credible, and helpful information to customers. And. In many cases, this is exactly what the customer needs.

Get our 2021 Widen Connectivity Report

Don’t panic – we have more connectivity insights, survey results, and brand stories for you. Learn from leading brands and be inspired to connect the dots between marketing, information and customer experience. Download the full 2021 Widen Connectivity Report today.

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Jeffrey Rabinowitz