Digital marketing technology options have multiplied exponentially over the past few years. Navigating the platforms is daunting, but knowing what to do with them can be even more harrowing. Jeff Small, One North’s Director of Technology Solutions, will give tips and techniques to build a solid digital marketing foundation to connect you with clients and prospects, enabling a seamless customer experience across channels.
Your customers are more connected now than ever before. The changes in customer expectations has driven a revolution in marketing technology. We’ve seen it with Amazon’s product recommendations, personalized email promotions from our favorite retailers and hashtags on Diet Coke billboards. While the technology first took hold in the consumer space, professional services firms can reap the benefits as well. To boot, it doesn’t take a 25-person team to implement.
In my last post, I introduced the Customer Experience Maturity Model (CEXP). The model maps a path for increasing your understanding of customers in order to better engage with them, turning them into advocates for your firm.
Looking at the model, we have found that the majority of our professional service clients are in the Radiate or Align Phases of the Attract group of steps on the diagram. They have a solid website, probably a blog and some topical minisites. While they continue to use mass emails to communicate with customers, they have also started using social media. Their quest for further expansion has led them to dabble in web analytics and data.