Multichannel Engagement For The Experience Economy: What Does It Mean For Marketers?

Arti Yadav

We are living in a time where consumer interaction with brands is no longer a one-way channel. Every interaction a company has with its existing customers has moved from being a transaction to an experience.

Brands are taking a more holistic approach to engaging and retaining customers because it’s not just one point of interaction that matters; it’s everything else that leads up to and follows that engagement. Welcome to the experience economy!

What does this mean for marketers? For one, the job has become a lot tougher. Second, the boundaries of the marketing role have expanded and now include being a data scientist, technologist, and business driver – not just enabler. Customers are adopting new ways to communicate and interact, and brands need to be there.

Individual siloed touchpoints no more

When looking at channels of outreach individually, we form a point of interaction experience versus evaluating the spectrum of channels that the consumer is using and taking the opportunity to create a more holistic experience.

Ninety-eight percent of marketers overwhelmingly agree that personalization helps advance customer relationships. This means reaching them on the right channel, with the right message, at the right time.

Having a multichannel engagement strategy – the ability to reach customers via SMS, email, in-app push, and social channels seamlessly – is imperative today. It’s not an “either-or” decision, it’s about the “and.” Social channels are ever-increasing in reach and adoption, with roughly 1 million new users daily. Brands need to be able to complement traditional with new and build out their reach for delivering the right experience.

The right partner matters

Like in every good relationship, the right partner is necessary for the marketing engine. While this holds true for agency relationships, it should extend to technology partners, too, because the solutions and platforms form the nerve center of routing and delivering messages throughout the customer experience journey.

Evaluate a technology partner for reliability, reach, and security; these are foundational to establishing customer trust and engagement. Sixty-seven percent of customers who have a poor brand experience will never come back.

With more channels and opportunities to form a deeper engagement with customers comes the need to ensure systems, people. and processes are geared to deliver in the experience economy.

Power engagement across social channels, brand apps, and SMS using one API to connect and communicate with consumers. Allowing users to send marketing and promotional offers and other messages directly to customers using the channels they prefer. Explore SAP Social Channels 365.

This article originally appeared on SAP News Center.


Arti Yadav

About Arti Yadav

Arti Yadav is the Director of Global Marketing for SAP Digital Interconnect at SAP. She is a seasoned marketing communications leader who has worked with various business units during her career, helping them build, run, and transform for better growth and results. Follow Arti on LinkedIn.