Buzzwords like “strategy” and “big data” get thrown around a lot, but when accompanied by real ROI, it’s something special. Last month, the Data Strategy Awards were held in London, recognizing marketers that have used technology to reach consumers in new, engaging, and quantifiable ways. As data is so often a behind-the-scenes story in driving a marketing plan, it’s great to see how companies across all industries are using technology to drive creative campaigns all over the world.
And the Winner is…
Among this year’s winners was McCormick, the spice company, who targeted online recipes as way to get on a cook’s shopping list while they were in the process of planning their next meal. Another was UPS, whose “We Love Logistics” campaign has helped communicate to internal and external audiences that logistics is one of the key benefits of their service, not just price. These examples are not just new ways of approaching media or crafting a clever ad line, they are also examples of how insights from an integrated company can drive innovation in the customer experience.
I Would Like to Thank Integration
The customer experience as viewed by companies used to be viewed simply in relation to purchase. Today, the customer experience and its many data points from the browsing, shopping, using, and testing touch-points are captured and communicated at all times of the day. We’ve moved beyond simply pushing sales to enriching experiences for our consumers through every opportunity we can get to engage.
Integration makes this all possible, but we need to shift our thinking from integration being a back-office chore to our core innovation tool. Integration lays the connective tissue for an organization to be keenly aware of business operations, and our consumers’ online and offline lives, so that we can adapt and constantly hone all that our consumers see, think, and share. An integrated view of a consumer’s experience allows an organization to connect the dots of her customer portrait and shape strategy.
Learn more about Integration in the Age of the Customer through this webinar.