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How to Align Customer Experience With Marketing Channel Operations

The customer journey is changing. Buying journeys are more self-directed, diverse and infuenced by peer information than in the past. In this environment, the sum of experiences provided by a brand can lift word of mouth and improve the effciency of marketing spend, or it can do the opposite — increase customer churn, diminish reputation and threaten brand health and marketing outcomes. CX responsibilities can be disseminated widely within an organization, but those within the marketing function who lead or contribute to CX have a critical role. They must collaborate with marketing peers and others to determine how data from various marketing channels can inform customer journeys and improve CX outcomes. Strengthening the bond between marketing channel teams and the CX practice benefts both. CX teams improve customer understanding and outcomes when customer journeys are informed with robust cross-channel marketing data. Conversely, marketing channel performance can be lifted when channel leaders understand their role in delivering CX outcomes — not just sales and conversions, but also loyalty and advocacy. By capturing critical insights and integrating them into each step of the CX design process, marketers can better infuence CX success.

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OTHER WHITEPAPERS

Essential Strategies for Marketing Automation

whitePaper | July 5, 2022

Digital marketing leverages online channels like email, SMS, websites, social media, and display advertising to deliver content that influences opinions and sells products and services. Effectively executing a digital marketing strategy requires a marketing automation system that can interpret customer signals across channels to deliver relevant and consistent experiences.

DIGITAL MARKETING

whitePaper | July 13, 2020

Marketing has always been about connecting with your audience in the right place and at the right time. With the change and evolution of modern technologies, small and medium businesses are doing everything they can to keep up, which can be said true for the rest of human society. To do this effectively, you have to take advantage of all the most valuable marketing resources and technologies, and in the modern world, the internet tops that list. One of the most important reasons why digital marketing is taking up the traditional marketing channels is as a result of the internet has enabled businesses to interact with targeted audiences in real time.

3 Essentials to Accelerate Your Omnichannel Strategy in the Next Phase of Retail

whitePaper | August 10, 2020

First-hand insights from brands successfully using an omnichannel strategy to accelerate business outcomes, including: Cue Clothing Co. City Beach, Nike, Puma,Tupperware and more. How brands are eschewing traditional retail practices in favor of a forward-thinking, omnichannel approach. Why identifying in-store customers is one of the most powerful ways to maximize your marketing efficiency (and your marketing budget).

6 Disciplines of Successful Channel Management

whitePaper | February 2, 2022

Are your partners delivering a competitive advantage? As more companies invest in channel as a vital component of a go-to-market strategy, effective channel management is more critical than ever. How do you know if your strategy is falling short?

State of Inbound Marketing Trends

whitePaper | October 11, 2022

In 2022, as marketers meet audiences where they are, they are increasingly on the pages of individual creators. TikTok influencers, Reels creators, and YouTube personalities are dominating digital engagement, creating and producing consistent, high-quality content that rivals major brands.

Adapting digital marketing for real-world results

whitePaper | November 25, 2019

In this Whitepaper from Zenrach "Adapting digital marketing for real-world results", they explain how to use the in-store data you’re already collecting to digital marketing’s playbook for ecommerce is established and effective. However, online advertising isn’t as effective for brick-and-mortar businesses. Understanding customer behavior is the key difference.

How to Align Customer Experience With Marketing Channel Operations