McKinsey: Building an integrated end-to-end consumer experience to increase overall revenue
McKinsey has published a really great article outlining four ways to get more value from digital marketing, a must read for all marketers (worth subscribing for, it's free anyway).
Although the whole article is a good read, I specifically like the part on coordinating the consumer's end-to-end experience more. How many times does it happen that one part of a company doesn't know what the other is doing resulting in questions being asked multiple times as well as irrelevant messages being pushed out (my favourite example is HSBC sending me direct mail advertising their credit cards although they already rejected my application).
Whether by receiving marketing e-mails, searching for products online, or using mobile devices to find retail coupons, customers today continually interact with brands as they move closer to making purchasing decisions. Yet completely different parts of an organization manage most such contacts. Digital channels can unify that experience and prevent the leakage of opportunity. Across a range of B2C and B2B clients, we’ve seen companies accelerate revenue growth by tightening the coordination of the end-to-end experience (see below graph). These increases represent the cumulative impact of capturing more online traffic, engaging consumers effectively, raising sales conversion rates, and then deepening bonds with the brand after sales are made.
Although not the only options in this space, Omniture's Online Business Optimisation platform in combination with Aprimo's MarketingStudio could help coordinate the majority of the below customer experience outlined by McKinsey. Email us at insights@datalicious.com if you would like to find out how to enable this for your business.
