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BizReport : Advertising archives : July 25, 2016

Expert: Why timing of brand connection is more important than ever

With all of the targeting abilities now available to marketers, many may have forgotten that reaching a consumer at the right time is still one of the most valuable. According to one expert, timing could be more important than any other.

by Kristina Knight

Kristina: What is the impact of marketing automation on customer experience and engagement over time?

Ross Andrew, CEO and Chairman of Maropost: Marketing automation is what allows you to create unique customer journeys that are not only triggered on the customer's timing, but also react and adapt to their preferences and engagement. Compare the experience of getting a targeted email from Amazon about a price drop on a product you were looking at, versus the experience of looking at a print flyer where 90% of the products are irrelevant to you in that moment. Of course it's going to have a positive effect on customer experience and engagement to use marketing automation--just like question #2, customers these days expect you to go that extra mile. For most people under 40, those old flyers go directly into the trash.

Kristina: What makes timing such an important factor?

Ross: Customers are much savvier these days and know how to use the information at their disposal to make their own decisions about your brand. You can expect that by the time a customer walks into your store to check out a product, they've done their research and they're comparing your product to similar ones online. Reaching out to your customers at the right point in the customer journey is important for making a customer feel like your brand notices them, cares about them, and understands them. Millennials aren't impressed by this anymore, they expect it!

More from Ross and Maropost later this week, including how to best optimize email campaigns.

Tags: ad personalization, ad targeting, ad timing, advertising, Maropost

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