Cookies, Clicks And Conversions

In the matrix of options, objectives and KPI's that fill a digital marketers day, I've often found that certain overarching factors are often sacrificed in the pursuit of optimisation. We may achieve lowered costs per acquisition, reduced bounce rates and efficient load times, however are we giving our customer a truly efficient, beautiful and unique experience? The metrics can't really tell us that. Marketing today is a different operation entirely from traditional structures. Media planning, campaigns and 360 strategies are still relevant, however today marketing isn't just selling the product, it many times is the product. But that is for another post. What I'm hoping to address in this one, is what is the true measurement of a happy, loyal and ambassadorial customer?

When we begin our journey to increase awareness, promote knowledge, encourage consideration and funnel down to purchase, conversion, recommendation and repurchasing we hope that we've given our new customer a great experience. He's liked us on Facebook, signed up for our newsletter and on the follow up call has given us a hearty thumbs up. Do these methods though, truly extract real opinions. Automation and convenience have seemingly created a lack of customer intimacy. Brands need to get closer to customers in a way that perhaps digital isn't allowing. In the clutter, I believe that a customer that even shares our content can still be considered a disengaged customer. Word of mouth in the digital age is still the best barometer. When the guard is down and the experience over, how fondly remembered are we? Brands offering good service may get a 5 star rating, a like and the occasional share. But what we truly want is an engaged, informed and contributing customer? A customer whom isn't sold on our brand story, but feels a part of it and wants to have his say in it. This creates a wonderful future value and mutually beneficial relationship. Polls, surveys, engagement statistics and others are the tip of the iceberg.

In summary, as revolutionary as digital has been the picture painted is never complete. A cookie can tell us habits, a click can tell us preference and a conversion by all means is a goal. Winning though, is befriending our customer and offline endorsements. Few brands achieve this. Analytics don't measure brand intimacy and true perception. By piecing together various interactions, feedback loops and talking to our customer at various touchpoint outside of digital we can certainly gain a better feel for their preference and where we are in their value chain. Never before have we been able to reach so many for so little, from behind a desktop or mobile, yet never before has it been more important to reach out and make a personal connection to our ever so valuable customer.