The first harmony: Reputation and Sentiment
Regardless of any motivation, every consumer journey starts with a instinctual feeling or curiosity about a product or brand. Today we have many modern marketing tools available to us to drive "reputation" across the internet from social networks , influencer programs and ratings and reviews. One of smartest organizations in the area of reputation is Bazaar Voice.
In every campaign or consumer journey, if you can improve Sentiment by leveraging smart reputation driving tools, before you move on to "reaching more customers" then you'll increase customer acquisition and customer lifetime value or #CLTV
The second harmony: Reach and Acquisition
Reaching customers is important right? Well, not if you don't have a good reputation which is why, the harmony of Reach and Acquisition, comes at the second stage in your strategy.
Simply put, if you have high sentiment and a good reputation then any dollars spent on consumer reach activities will go farther and work harder. Wise marketers doubledown and work through this stage of the journey with a leading expert like Wayin to acquire leads and customers, while entertaining them along the way.
The third harmony: Retail and Engagement
Not everyone can accomplish the 3rd harmony and no one does this better than the Integer Group. In 2017 European companies began to realize that shopper marketing agencies are the keystone of 360 degree consumer experiences because while there are a mindboggling number of ad agencies that claim to surround consumers with great experiences, only agencies with a pedigree of shopper marketing can truly do the job.
So what? Think about it for second. Retail locations are the only place to connect the human element to the brand. People still want to experience brands in a fully immersive ways and they do that by visiting your location. Not to mention that human to human or H2H is still the (by far) the most rewarding engagement that brands can have with their audiences. Brick and mortar are back. Who knew?
The fourth harmony: Transaction and Relationship
Here's where the heavy lifting for technology comes in. CRM leaders like Oracle and Salesforce have given marketers a way to know who you are, and your preferences at a scale no one could have ever imagined back when our parents were getting all of their sales pitches from the Television. CRM and marketing automation systems like Adobe, Marketo, Sitecore or Eloqua are the backbone of personalized marketing and ecommerce transactions.
When you've reached harmony of transaction and relationship you've truly mastered the art marketing and have no problem generating revenue.