#AWXII (2/3) - Give your customers a consistent & connected multi-channel experience
“User journeys are no longer A-B, they are interrupted by new entry and exit points that never existed before”, tells Jim Butler, President at Isobar, at the Getty Images stage at B.B. King on 42nd Street.
Taking this into account, Dave Meeker, VP of innovation at Isobar, went on to discuss the 3 principles of consumer journeys that marketeers need to take into consideration:
Innovation over advertising - Think about trends and needs when applying solutions
Context over content - Small micro-interactions are made meaningful by understanding moments in a consumer journey via intelligent data, and applying value at those moments
Interaction over transaction - Have a frictionless approach where product follows content, and purchase will follow context
Marie Huwe, GM at Microsoft, backs this thinking up by noting in a later session ‘The Future of Customer Engagement’ that you have the “go where the customer is, and add value!”
During the session hosted by The Drum’s Found Remote Executive Editor, Natan Edelsburg, panel member, Chad Parisian, Director of Convergent Media at Scripps Networks, noted that creating relevant content for each channel is important, by crafting the message and hitting the platforms correctly from a content and ad perspective.
As we approach a more integrated, cross channel approach to communications, we we were ultimately keen to learn the perspective from those in industry at Ad Week as to how they prioritise their channels as part of their go to market planning.
Jessica Sheehan, VP and Head of Social at for JP Morgan at Chase, reflected that the key driver should be the campaign objectives - focus on what you’re setting out to achieve and pick the channels based on that. Dave Meeker of Isobar noted that ‘A/B testing & sharing those learnings across your ecosystem of channels in real time is the most prudent approach’
Thinkers.
