personalize the customer experience
and communications.
Consumers expect a seamless
experience across all channels, and
every interaction should reflect the
brand’s values and work towards a
collective purpose. First, the digital
strategy needs to be aligned across
all channels. This may sound obvious,
but nearly one-third of marketers
aren’t setting integrated digital
strategies across desktops, laptops,
mobile devices, and social platforms
(Kantar Millward Brown’s Getting
Digital Right, 2016).
Digital channels must also be aligned
with traditional channels, so that brand
experiences can be connected. Most
importantly, everything must be linked
to the brand proposition. The brand,
marketing, and digital strategies also need
to interlock with the overall business
strategy, so all activities feed a core set
of objectives and serve the overarching
vision. Data from multiple sources can
be combined to reveal rich insights into
consumers’ behaviour and preferences.
Another challenge created by the
proliferation of digital channels is
building a brand experience that
is completely consistent across all
touchpoints. If data is not joined up,
or one part of the experience “jars”
with the rest - for instance, great
advertising drives customers to the
website, but the items appearing in
the ad are not in stock - this can have
a negative impact on perceptions and,
therefore, brand value.
and databases are being linked up, and
data is flowing through cloud-based
applications and mobile devices.
Integrate security with digital
strategy Loss of confidential customer
details at any weak point in a
business’s infrastructure or processes
can damage a brand’s reputation
overnight to an extent that may
never be completely repaired. The
transparency of digital business
makes it easy for a customer to see if
a brand has misused its data or has
not followed the rules. There is no
hiding place anymore.
It’s also imperative that the security
strategy is integrated with the digital
strategy. For the sake of effective
data protection and information
management, security controls need
to evolve as the business adopts new
technologies and ways of working,
and as customer journeys develop.
As a business becomes more
customer-centric, data should be
sufficiently protected at every point it
is collected, shared, used, and stored.
Silos are being broken down, systems Doreen Wang currently leads the global
BrandZ™ engagement at Kantar
Millward Brown across 51 countries.
She also plays a leading role in providing
branding consultancy services to top global
companies and fast-growing companies in
China. She’s often invited as the plenary
lecture speaker on prestigious forums
including the UK House of Commons,
Bloomberg News, Wall Street Journal and
Cambridge Judge Business School. You can
engage her further via mailat: Doreen.
[email protected].
Precise News
Captivating talk shows.....
Right in your Car
Plot 32 Kampala road, Tel: 0414 348211/311/411 email: [email protected]
www.radioonefm90.com