Every brand needs a partner who supports them at every stage in its journey. But to contend with myriad marketing challenges, like the near-complete fragmentation of consumers and the enormity of the digital landscape, modern brands need to go above and beyond their traditional agency relationships.
They need a full-service agency that creates memorable brand experiences for the customers. With top-notch data-driven insights, 360-degree marketing services, and a multi-generational approach, brands can create meaningful experiences that can become a center of innovative excellence.
For instance, brands know that customers love endorsements and reviews — so much so that around 85% of them read online reviews before buying. And, 63% of the customers buy online after reading reviews. So, they can’t settle for one-dimensional media campaigns anymore, as that would limit their influence on consumers’ choices.
That’s where the importance of enabling 360-degree consumer engagement comes in. Through a 360-degree approach, brands can connect with their customers through various channels to build long-lasting relationships and drive them to take action.
This means that the agencies should not just be digital experts but innovation-driven, creative, and consumer-centered. An ideal 360-degree agency combines these attributes with a strong focus on culture, cross-channel expertise, and, most importantly — the ability to become a partner for brands.
That said, let’s explore the concept of 360-degree engagement in more depth and how enabling that equips brands with the tools to help them maintain relevancy.
Defining 360-Degree Consumer Engagement
The 360-degree view is a bedrock that makes a brand relationship with consumers experiential. A 360-degree view has everything to do with leveraging data and addressing all the touchpoints of a customer’s journey. To achieve it, businesses need all-hands-on-deck.
They can overcome brand challenges with technology, creative planning, and content. A 360-degree view discovers consumer insights, designs marketing programs, and delivers omnichannel experiences.
360-Degree Consumer Engagement – The Technicalities of Past, Present, and Future
The 360-degree view of consumer engagement is like looking into a crystal ball, and one can see the past, present, and future of customer relations with the brand.
Under this, businesses discover how consumers interact with their brands. It means they’re able to see the view of the customer. The history of the customer relationship is essential, and it helps unveil meaningful facts about the customer.
More profoundly, brands must look into various elements in it like:
- Interaction history of the customer across multiple channels
- Service or product activity
- Campaign activities
- Latest product reviews
- Process history
Feedbacks from past processes are a lifesaver. Once the brands start following this process, they’ll have a better consumer interaction strategy.
Whenever a customer interacts, a brand needs to know everything about them. Irrespective of the channel used, the buying cycle has to be identified. Companies need to track customers’ information and their present behavior.
Gather information like:
- Who are your customers?
- Does the customer face any recent issues?
- What is the point of customer interaction?
- What do you expect from your customers?
- What do the customers expect from you?
- How are they related to your brand?
- How long have they been in touch with you?
360-degree view believes that brand assets are deep-rooted in the insights. They help understand the customers and their needs, and identifying consumer groups and driving personalized communication are all a part of it.
Once the past and present are clear, predicting the future of customer behavior is relatively straightforward. It is characterized by mapping future relationships with your customers. This is possible with the help of digital intelligence. With it, businesses can identify whether upsell or cross-sell opportunities exist. There are other questions that they need to analyze, like:
- Are customers intrigued by retargeting or cookies?
- What content or advertisements do they find interesting?
Why Is a 360-Degree View Engagement in the Limelight?
By now, it’s clear that the 360-degree view engages with customers on multiple levels, and it means the companies can play a significant role in shaping their customer journey. And this is precisely what consumers demand, albeit subconsciously.
Alignment With the Customers
360-degree aims to help with long-lasting relationships with customers. Irrespective of the medium used, robust CRM platforms can record & share customer data. The seamless sharing of data is proficient. Plus, it makes sure that consumer interaction is error-free. Every department is aligned with external and internal goals.
A customer’s lifetime value is linked to a powerful customer experience. Customer experience can overtake price and product, driving preference, loyalty, and advocacy, and it can become the most relevant factor in the customer’s decision-making process. Customers will also be open to trying new products and services. All in all, a customer’s loyalty will soar.
A 360-degree engagement advocates for spending less on low-performing campaigns, for it helps improve visibility into the customer’s preferences and, eventually, assists a brand in segmenting them. As such, a 360-degree view helps avoid or overcome low-value campaigns.
The better the data collection process, the better the personal planning. Demographic knowledge and behavioral information are crucial for discovering user responses and trends. Think about the data for driving consumer insights. With a 360-degree view, businesses can look beyond conventional analytics. There will be so much value added to consistent contact with the customers and the associated anecdotal data.
360-degree view not only looks at the past and present but also ensures that businesses can take a peek into the future. They get to know their customer’s preferences, comprehend their purchasing patterns, and make optimization decisions based on the above.
Engaging with customers requires a deeper understanding of the customer journey. To get started, businesses must deliver their messages in the formats, and designs customers prefer. They must ensure their campaigns are contextually sound and appealing to each (targeted) market segment.
Aroscop Studio helps with just that by combining the art and science of 360-degree campaign delivery. Book a demo today!