Today's customer journey has evolved from a linear path into a complex, interconnected matrix. Gene De Libero's insightful article, "Marketing in the Age of the Omnipresent Consumer," tells this story well. It is a seed for a broader conversation on omnipresent marketing, and using tools such as Progress Sitefinity Insight, enables marketers to meld today's business success with that of the forever complex digital domain.
Gene’s article defines three vital strategies that highlight the changing face of consumer engagement:
These shifts raise the need for a more agile and customized approach to marketing, one that is cognizant of the refined behaviors of modern consumers.
Join us on September 13, 2023 for a live exploration of Sitefinity Insight's Customer Data Platform and personalization capabilities and gain unique insights from digital marketing expert Gene De Libero.
Gene's article introduces somewhat of a new concept: that of the omnipresent consumer. These are tech-savvy, connected individuals who crave tailored, integrated experiences. They value convenience, rapidity and dependability.
Brands that tap into these needs can craft more compelling experiences, dismantle barriers and amalgamate data for a comprehensive customer perspective. It is a path to highly pinpointed and potent marketing, nurturing robust customer connections.
Brands that can embrace these needs can build more compelling 1:1 experience, dismantle or overcome barriers and build a data view that gives a comprehensive customer perspective. It is the path to highly targeted and effective marketing, one that nurtures sticky, commercially viable customer connections.
Today, ads and emails alone are not enough. This means that in the competitive digital marketing space, marketers must move past conventional engagement methods. Organizations must consider the entire journey of the customer and be prepared to engage wherever their customers are likely to be present and most receptive. This includes emerging technology like conversational user interfaces or voice assistants.
As concentration on data-centric marketing grows, so does the need for tools like Sitefinity Insight to be ever-present in the marketer’s toolkit. Sitefinity Insight provides key functionalities that are key to delivery omnipresent strategies. It offers:
Today’s marketers need to rise above traditional marketing engagement strategies, and this aligns well with Sitefinity Insight's intrinsic capabilities. These capabilities enable organizations to:
Despite the opportunity it presents, embracing omnipresent marketing is not without its ethical considerations and potential pitfalls. Marketers must be mindful of balancing the need for constant availability with equally important requirements for privacy and transparency.
On the other hand, when implementing omnipresent marketing strategies, teams must ensure a sound approach and understanding of different platforms. Organizations must be careful to avoid fragmenting the customer experience to a point where they cause fatigue to the consumer. Maintaining this delicate balance requires effective measurement and a commitment to continual optimization and refinement.
Gene De Libero's ideas illuminate a key shift in the way customers interact with organizations today, as well as how they expect to interact. An always-on, always-relevant marketing strategy extends beyond that of mere tools; it requires an inclusive, ethical approach, one that weaves an organization into a customer's existence, fulfilling their modern engagement desires.
By adopting these notions and investing in, and embracing, tools like Sitefinity Insight, businesses have the opportunity to stand at the forefront of marketing, adapting increasingly to the ever-morphing digital world.
Jay Sanderson is a seasoned digital strategist and practitioner, with a passion for helping businesses achieve growth by exploiting the benefits of marketing technology.
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