Achieving a state of marketing maturity in what would generally be accepted as a proven channel is not a small accomplishment. To replicate this success in multiple channels and then to expand into emerging channels requires significant understanding of your consumer’s multiple touch-points. A fragmentation of consumer experiences has created “opportunities” for brands, however, the initial reality is brands simply aren’t able to keep up with the demands these new channels have on their organizational structures and processes.
Proof that the consumer has more opportunity than ever before to experience your brand isn’t hard to find. A quick search for #yourbrand on Instagram, Twitter and even Google+ will reveal the expansion. Even in recently emergent channels, like Facebook, the challenge continues to evolve. As consumption shifts to mobile for this platform, even cutting edge experiences must evolve to stay up-to-speed with consumer behavior.
Understanding the consumer behavior is the first (albeit crucial) step to mapping and then prioritizing the growing number of consumer touch-points. Most importantly, is an ability to recognize and then quantify the value meeting the consumer in these channels provides to the brand. Only at this point are the executional steps required able to be pursued in confidence. With this confidence, allocate budget and resources, gain executive buy-in and finally pursue a roadmap for development. Be sure to not neglect the maintenance requirements new channels will require for ongoing success; customer service, personnel resources, and technical environment support.
While all of the above is completely possible, it is the cadence of this process that creates a strain that limits the number of iterations new channels require. In order to adequately address the ever-expanding number of consumer touch-points, learning how to map and prioritize your efforts is key to helping create the formula you’ll need to succeed.
For more on how to adopt and advocate to key stakeholders in your organization, see Forrester’s The Customer Engagement Process Model Decision Framework.