Why is it important to ensure that the end-user has a great and positive user experience? The short answer is – every customer and potential customer is a potential customer! This is because, in order for a business to profit, it must sell products and/or services to customers and acquire new customers. Therefore, in addition to marketing and promoting products and/or services, a well thought-out End-to-End Marketing strategy that incorporates good customer experiences must also be implemented.
Let’s take for example the famous TV commercial with a slogan – “Content is King”. The TV commercial is definitely saying what it implies – the importance of good and compelling content in driving sales. It also shows how content drives consumer behavior and sales. However, did you ever stop to wonder what actually happens when the message reaches the customer? What is the likely thought process behind the decision to buy or not buy the product or service?
End-to-End Marketing :
In many cases, the sales message takes the customer through a series of experiences before reaching the final sales response. Most business managers and leaders have the common misconception that a sales message should only be made once to the possible customer. However, this is not necessarily the case. In fact, most sales activities occur after the potential customer has already been taken in by another marketing message. This means that the message that reaches the potential customer is often a different message than the one which is being broadcast or made available to the media at large.
For example, a TV commercial may be targeted towards a group of male 25 year-olds who are interested in technology and entertainment. The message will be directed towards these individuals at various stages of their buying experience. At first glance, the product, price, and promotions may seem very relevant to the potential customers. At a second glance, however, they will all come together as they relate to the end-user experience. This is where the sales and marketing professionals need to carefully plan their sales activities for each individual customer so that the final sales conversion does not miss the mark.
Why does this matter?
To a business owner, it means that reaching the most appropriate group of customers is critical to the success of a business. If the final sale does not go through to a prospective customer, then the marketing message may have missed its mark. If the product or service does not meet the needs of the customer. Then the marketing message could also be at fault. Therefore, to achieve success with any type of marketing. It is important to know what groups of people need what product and how they might find it.
Why does this matter for organizations?
In reality, most businesses have a variety of messages and a variety of types of customers. Why not create an experience map for the organization? By creating this map, all employees know what type of information they need in order to work productively. It is easier to reach individuals who are more likely to buy the products and services. For instance, if your business sells a digital camera or a video recorder. Then chances are that someone in the sales department needs guidance on how to better sell the product to someone who might be interested in purchasing one of these products.
Why is this different from email or magazine campaigns?
Email and magazine campaigns can be very broad – they may reach a broad range of potential customers. On the other hand, a marketing campaign focused on changing user experience expectations requires that the end user experience is specific to the brand. For example, if the brand is Microsoft then the user experience should revolve around using Microsoft Office.
To summarize, why changing user experience requirements require end-to-end marketing solutions depend on whether the goals of the marketing strategy are to improve sales performance, build brand equity or drive greater customer loyalty. The types of campaigns generally used If the first two are the goal . They will not have much effect on the second. However, if the goal is to build brand equity or increase customer loyalty. Then using more personalized forms of marketing will increase sales and help the business achieve its goals. In the case of improving sales performance than using traditional forms of advertising will still have an impact on the bottom line. But it is unlikely that customer loyalty will suffer as a result.