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¿Qué es el marketing experiencial y qué puede hacer por su marca?
El marketing experiencial reconoce que cada vez que su marca interactúa con un consumidor, la marca crea una experiencia. La relación de su marca con cada consumidor se forma a través de una serie de experiencias y son estas experiencias individuales las que modelan y construyen su relación a lo largo del tiempo.
Los consumidores cada vez se basan menos en los productos o servicios que les proporcionen y más en la experiencia completa que les ofrezca cada marca, y prefieren comprar de marcas que conocen y con la que mantienen una buena relación. Pero muchas marcas no pueden controlar la experiencia que proporcionan. Para esto, necesitan conocer a todos sus clientes y poder dar forma a todas sus experiencias.
El marketing experiencial definido
Descargue nuestro libro electrónico de rápida lectura y comprenda los principios del marketing experiencial y por qué es tan importante para la salud futura de su marca. Aprenderá:
Lo que es una experiencia — y por qué son tan importantes las experiencias
Las diferencias que hay entre el marketing convencional y el marketing experiencial
¿Por qué su marca debería adoptar el marketing experiencial?
2. 2
Digital marketing—the end
of an era. What’s next?
Marketers have been at the forefront of the digital revolution, and
although it’s been a tough (but fascinating) journey, most marketers
feel now as if they understand and are getting results from digital
marketing, and many organizations have changed dramatically over the
past few years to accommodate the digital consumer. There really has
been wave after wave of digital change, driven by a mix of technology,
internet availability, and consumer demand in sector after sector
such as retail—shopping online has become easier than shopping
in stores. Marketers who have adopted digital marketing have seen
many benefits—with many ways to reach and engage directly with
customers—and as more customers have embraced digital media,
more information and tools have become available to marketers
that have allowed us to understand and increase the success of our
marketing campaigns.
But nothing stands still. Marketers have recently been in the business
of channel management; new digital channels—especially social
networking and mobile—have emerged that give customers greater
power to educate themselves, influence others in the decision-making
process, and engage with brands wherever and whenever they want to.
Customers have become more aware of the digital data they generate
and how it can be used to help make interacting with brands easier;
they expect marketers not only to use that information but also to use
it wisely. What is certain is that traditional mass marketing tactics are
not tolerated anymore. Customers have come to expect personalized,
relevant marketing at every touchpoint…and that has always been
considered the Holy Grail of the digital marketing era. But even that
era is coming to an end.
ebook // Discover Experience Marketing
The majority of US households now own
high-definition televisions (HDTVs), internet
connected computers, and smartphones, and
they spend an average of 60 hours per week
consuming content across multiple screens.
“Nielsen Digital Consumer Report,” February 2014
3. 3
ebook // Discover Experience Marketing
Today your customers make little to no distinction between the digital
and the real, the online and the offline. Just think of your “average”
day and how big a part digital now plays within it. Customers view
digital simply as an integral part of their daily lives. They use the
internet to enhance their life, their real-world experiences, from
working and shopping to sleeping and eating, even finding a partner,
and everything in between. Boundary lines between channels are
disappearing; customers don’t see the boundaries or respect them.
Now your customers don’t want to be “marketed at.” They expect
experiences that they personally value—connected, individual,
enduring experiences across channels. At the extreme, they want your
brand to perform like never before, at full throttle. Just do what you
do, now—and it had better be good.
So, for marketers, digital marketing has become an outdated and
rather limiting concept. Digital—and the big part it plays in everyone’s
lives—means that it’s time we look at the bigger picture and focus on
what consumers are trying to get from digital: an enriching customer
experience. We are entering the era of Experience Marketing.
4. 4
Experience Marketing:
more than relevance
If the Holy Grail has always been the ability to deliver personalized,
relevant marketing at every touchpoint, what’s next? How can
Experience Marketing do better than that? And how can you shape and
control a customer’s experience, anyway—let alone the experiences
of millions of customers? To answer these questions, think of how
marketing has changed in recent years, and you’ll start to see the
tremendous opportunity ahead of us:
ebook // Discover Experience Marketing
94% of US senior executive respondents rate
keeping customers for life a somewhat high,
extremely high, or top priority.
Forbes Insights/Sitecore, August 2014
Big data: Digital is everywhere, and data is being generated every
second of every day by billions of people around the globe. The
information you need in order to know every customer is out
there. You just need to harness it.
Channel proliferation: New ways to interact with people and
companies are popping up all the time, bringing with them the
possibility for brands to build direct, two-way, measurable relationships
with more people, even those who were previously unreachable.
Technology consolidation: Big data and channel proliferation are
forcing the marketing industry to consolidate the technology stack,
enabling better leverage of individual customer data from any
channel, for use in any channel, to achieve measurable business goals.
5. 5
There have been two key strategy drivers in the digital marketing era, with some companies deepening their customer relationships by making their
marketing more personal, whereas other companies have focused on breadth, making sure they have better coverage across more channels. The most
successful companies have invested in marketing technology that allows them to do both, setting the bar for relevance in their industries. Although just
being relevant at every touchpoint is key to delivering a superior customer experience, it isn’t the same thing as Experience Marketing.
Experience Marketing amalgamates all interactions a customer has with a product or brand, in both the digital and real worlds, into a continuing,
compellingly relevant, composite experience that wins customers for life. This is a more holistic approach to marketing that is more integrally
connected to customers as well as the business. It looks beyond point-to-point relevance to determine what a customer expects and what the business
can provide in return, in both the immediate and long term, and deliver on those expectations.
ebook // Discover Experience Marketing
6. 6
Practically speaking:
it’s about expectations
As a discipline, Experience Marketing requires you to know every
customer and shape every customer experience in a way that delivers
value for your customers as well as your business, over the lifetime
of the relationship. When you know every customer, you have the
knowledge to create more relevant interactions that your customers
actually value, the sum of which, in turn, yields better, longer customer
relationships, which then result in greater business value overall.
There has been much talk about delivering moments of customer delight
as the key to success. Yes, you can and should endeavor to deliver great
experiences, but, practically speaking, you can succeed by delivering
positive experiences. After all, each time a customer interacts with a
brand, the resulting experience is still the product of a simple equation:
The key to success in the Experience Marketing age lies in knowing
what your customer expects and being able to meet or exceed those
expectations—consistently, over time, and amid rapid and constant
change in customers, markets, and business strategies. Even market-
leading companies that have spent the past few decades building brand
equity, capturing market share, and setting the standard for customer
experiences in their industries face a new challenge. The pace of
change has accelerated, and digital has become ubiquitous and all-
encompassing very quickly.
ebook // Discover Experience Marketing
“The customer of 2020 will be more informed
and in charge of the experience they receive.
They will expect companies to know their
individual needs and personalize the experience.
Immediate resolution will not be fast enough as
customers will expect companies to proactively
address their current and future needs.”
Walker Insights, “Customers 2020 Report”
[What actually happened –What was expected = Experience]1
Customer needs and expectations can change in an instant, and
you’ve got to be ready. A customer’s pattern of interactions can
appear completely random and chaotic. Hence, at the heart of the
Experience Marketing paradigm lie two fundamental requirements:
n A single, real-time view of every customer, amassed from
all interactions, spanning the multitude of online and offline
touchpoints
n Technology platforms that provide all you need: unified tools
that use this single customer view from analytics to prediction,
automation, and channel delivery to make sure the right
interaction occurs at the right time, in the right channel, with the
right customer1
Scott Liewehr, Digital Clarity Group, “Great Customer Experience: Moving Beyond Digital Marketing to Build the
Ultimate Customer Experience,” September 2014.
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ebook // Discover Experience Marketing
Technically speaking: are you ready?
Customers have already accepted the blurring of the digital and
real worlds. Have you? They are ready for Experience Marketing—
digital influences everything your customers now do, and even in
the “real world,” they are looking to digital to enhance their offline
experience. Are organizations ready to meld data, channels, and
operational delivery? In the digital marketing era, brands rely on
talent with channel-specific skills who can implement channel-
specific (even multichannel) campaigns. Furthermore, it’s practically
impossible to consolidate the more than 1,200 tools available to
help you achieve that single, magical customer view, let alone reach
customers everywhere they want to be. Finally, achieving relevance
on a per-channel or per-interaction basis is still a relevant goal. Given
all this, Experience Marketing, based on a holistic, integrated view of
customer and business expectations, still seems like a nice-to-think-
about vision of the future.
But ready or not, Experience Marketing has arrived. It’s possible.
Customers expect it. And whether you realize it or not, you’re
delivering experiences already. You just may not know how they’re
affecting your business performance or customer satisfaction. Now
you can, with Experience Marketing and experience platforms.
The latest Marketing Technology
LUMAscape contains 1,876 brands/products
across 43 categories.
8. 8
ebook // Discover Experience Marketing
Thanks to digital pervasiveness, you can take ownership of
the customer experience again. You can design, monitor,
and measure experiences for millions of customers from
a single technology platform. Simplifying the complexities
of big data, channel proliferation, and technology creep,
these experience platforms can help you:
n Gather all the data needed to understand individual
customers to shape the experience, including
capturing every interaction
n Automate and deliver integrated, relevant
experiences at any time and across any channel
n Analyze, predict, and measure experience
outcomes in terms of business and customer value
At last, technology has evolved to let the customer
come into focus. It’s time to leave behind the silos of
digital marketing and see the complete picture that
Experience Marketing enables. Only then can we begin
to truly understand customers and craft the personalized
experiences that win customers for life. As more and
more companies compete on the basis of customer
experience, adopting Experience Marketing—and
new technology platforms—will be the key to driving
differentiation and brand value.