The Future of Demand: Four Steps to Create a Connected Customer Experience
So let’s face the truth — thinking of brand and demand as separate teams with different jobs is the past. Integrating the two together through a connected customer experience? That’s the future of demand.
Here are Four Steps to Help You Get Started:
Bring Continuity to CX
Too often brand and demand efforts operate separately and miss the opportunity to create a cohesive customer experience. Remember, the perception of your business is formed by every interaction with your brand. To bring continuity to the experience, center your brand and demand communications on shared customer needs — not “demand” or “brand” goals.
Elevate Brand Creativity
Let the elevation of brand lead to the elevation of creativity. Avoid the common trap of applying rational demand thinking to your brand marketing. To seed interest before a buyer is in the market, brand marketing must be memorable. It must tap into associations, memories and emotions to access creative staying power.
Expand Your Media Strategy
Don’t rule out traditional media simply because it is difficult to measure, as it can be an effective brand builder. And think differently about how you’re leveraging digital media — OTT targeting means TV can be leveraged for demand as well as brand. Conversely, digital channels traditionally considered for demand have proven to be effective brand builders.
Go Beyond Demand Metrics
Don’t just focus on core demand metrics. Include revenue-centric metrics like pipeline value, average deal size, lifetime customer value vs. acquisition
cost, and recurring revenue (if part of your business model). Establish benchmarks against these metrics now, and then compare those to the results you see when you are running brand and demand together in order to justify additional spend and to identify points of optimization.
To sustainably drive demand in the future, marketers must leverage emotional and rational storytelling, create visibility online and offline, balance short- and long-term KPIs, and deliver them in the only way that matters — across a connected customer experience.