The modern customer has evolved greatly since the apparition of the Internet and the spread of smartphones and tablets. The days where people used to call their favorite retailers to pass an order are long gone. But the digital revolution is not a disruption of the customers-retailer engagement, and it would be foolish to assume that modern customers have no need for engagement. The digital and visual drive in the marketing sector has helped to redefine new approaches to not only get in touch with your customers but also ensure that they have the best possible experience with your business.
Websites: A communication tool built by people for people
The first thing that everybody knows about modern customer engagement is that most interactions and transactions occur online. Websites are your main platform for conversions nowadays, and as a result, you need to ensure that they are designed carefully. Working with a professional website design company, as simplistic as it might sound when there are so many free design templates available, is not just an option. It’s a must if you want to make sure that your online content is easy to find and to navigate. Taking account of the latest UX trends and ensuring that your website remains easy to read from any device are crucial to the delivery of your business message. Ultimately the website is a communication tool that facilitates conversions. If nobody can get to the heart of your message because of an unresponsive design or a confusing menu, your website becomes a tool of disengagement ultimately.
You need to guide your visitor throughout
In a shop, there’s always an assistant who’s ready to help if a customer is confused or lost. But it can be difficult to find the same kind of service for online customers. Consequently, you need to build a strategy to guide your customers through the different steps of a transaction, whether they’re trying to buy or get more information about an issue. Online chats are a great idea to tackle queries on the go, as visitors can get instant replies. They are also useful for returning customers who need to troubleshoot their orders for instance. You can also use feedback links to collect your visitors or customers opinions so that you can improve your online communication to match their needs. The easier you are to contact, the smoother transactions will run.
Your audiences want to be moved
Just because you interact with your audience through a screen, whether it’s TV or laptop, it doesn’t mean that you can’t establish an emotional bond. In fact, modern customers respond positively to stories they can identify with. The emotional journey is key in modern marketing, and it’s something that a brand such as IKEA has perfectly understood. The Swedish brand has put the family life at the center of its advertising strategy, emphasizing on the little things that touch us all. We’ve all been through the kitchen story of a granddad and his granddaughter discovering the joys of cooking together, or through the family dramas of the teenage years with a dad and his daughter. Ultimately, IKEA’s emotional argument beats the competition.
Be where and when people need you
With the digital revolution, more and more customers have embraced the potential of the smartphone. The small rectangle of metal can now hold an individual’s entire lifestyle. With an app to sort out your credit repayments, another app to order food and the third to book your travel plans, mobile apps are dedicated to enhancing the ability to consume. It’s easy to understand why: By making everything accessible from a simple click, app developers have reduced the transaction path to the minimum. It’s a matter and click and buy, which means that retailers who make it easier for customers to find what they need and to buy, regardless of where they are, can experience higher conversion rates.
Know who your customer is
Finally, the advantage of working on online communication is that you can make sure that you get to use the data-based information to maximize your message. For example, Adidas is a highly influential brand on Instagram. Their account is designed to generate awareness of their various products. Additionally, the brand has done its homework and made sure to include women in most visuals. Indeed, 68% of Instagram users are women, so it’s no chance from Adidas. Other ways to use data as part of your digital communication is to include demographics knowledge in your web design and your content strategy. For instance, if most of your customers appear to be young mothers, it’s a good plan to write about babies and pregnancy, even if your offering is not related to the parenting market.
The bottom line is that in order to maintain a successful engagement through digital and visual strategies, you need to put your customers at the heart of your vision.