When your customers come into contact with your brand, what is the experience like? Does your website look like your banner ads? Do your YouTube videos match your mobile experiences? They need to, according to Ray Wang, analyst at Constellation Research. This is the cornerstone of continuity—the lynchpin to experiences that deliver on your brand promises.
“The future of marketing,” Wang explains in his webinar Delivering on Continuity—The Future of Marketing, “must follow a campaign-to-commerce life cycle.” This means making sure every asset, every message, and every element of the brand experience exists in a state of continuity. This experience delivers on your brand’s promise—and ultimately drives sales.
“Marketing campaigns in a digital world need to deliver attribution, high convergence rates, and sales,” Wang says. Many elements require continuity; be sure to check out Wang’s webinar for an in-depth look at each. These high-level thought starters for businesses that want to future-proof their marketing will get you thinking—and asking the right questions to get you on the right track.
- Design. Do your banners, YouTube videos, and websites all match? Do the pictures you post to Twitter complement your background image?
- Content. Do your Facebook posts make sense within your brand’s voice? Do the stories you post on your company blog provide greater context to your readers, driving them to act?
- Campaign. Do all of your marketing elements work together? When customers click on a banner ad, does the landing site make sense? Does the journey tell a story—or just throw random stuff their way?
- Channels. Are you using the same key messages on Twitter, Facebook, Snapchat, or email? And do those messages correctly give customers an idea of what they’ll see on your site?
- Devices. Is your site mobile optimized? Do customers on tablets have the same experience as customers on desktops? If they are different experiences, is that because you’ve taken into consideration how people use mobile devices?
- Experience. Do your customers have a consistent experience no matter where they go? If they call customer service, does the agent have immediate access to their data? If they log in to a website later, can they see their issues tracked there?
- Process. How does everything work inside your company? Are teams all on the same page? Have the messages, experiences, and brand promises you’re delivering been communicated to everyone?
Businesses embracing the future of marketing in the digital space have a lot to consider. Start with Ray Wang’s webinar, Delivering on Continuity, to learn precisely how your business can evolve to meet the needs of a digital-first world.