Marketing Is About Experiences From the First Touchpoint and Onward

“Marketing has shifted from the business of communications to the business of experiences. It’s the experiences that we give our prospects and customers, from their very first touchpoint with us onward, that communicates our brand,” states Scott Brinker @chiefmartec.

This statement by Scott resonates with our AIMS Program.  In Agile Integrated Marketing and Sales, we review touchpoints across all communications throughout the buyer’s journey.

The buyer’s journey has changed. Buyers now research and engage online before even coming into contact with sales or customer service.  And in many cases they buy online based on their gained trust and experience on the web.

• Is your online communication giving your potential customers the right message?
• Does your message speak to each of your unique audiences in their own language, media and platform?
• Is your message getting found when people search?
• Does your content progress the sale?
• Is your buying process frictionless?
• Are your advocates able to share your content easily?
• Are your email notifications and other correspondence in line with your company values, brand and messaging?
• Are sales and customer support sharing the same messages?

Take a good look at your buying cycle from the perspective of the buyer’s journey.  Look at all the places that your audience, leads and customers engage with your brand.  From this you can find places that can be improved to provide a better experience for your customer.

Contact us if you would like a free business assessment or quote on your next project!