Once upon a time, marketers were ecstatic if they could meet their consumers and form a connection a fraction of the time. Today’s expectations are drastically different. The new standard is being able to consistently connect with your audience wherever they are.
In the most recent #AdobeChat we discussed connecting, understanding and creating with your audience. Check out these highlights:
What has changed in the past decade in the way we connect with our target audience?
A1: Markwters used to get kudos just for being where consumers were. Be on twitter, Facebook IG. That’s no longer enough. Consumers and even BtoB expect to be WOWed by brands.#AdobeChat
— Kathleen Hessert (@kathleenhessert) January 9, 2019
How has the change in media consumption changed the way we connect with consumers?
A2: Consumers AND marketers have vastly more options now in how they interact with media. Digital media gives marketers more potential data, but has complexity and profusion of overlapping audiences. The challenge is being consistent and not duplicating across channels #AdobeChat
— Daniel R. Klco (@KlcoDanR) January 9, 2019
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What role will personalization have in connecting and gaining the attention of our target audience?
A4: I think this is a really interesting topic to discuss for 2019. We all value personalization, but in these times of people’s information being shared w/o their knowledge, we need to be careful to not scare off our consumers with extreme personalization. #AdobeChat
— Roslyn Wertheimer 📸 (@RE_Wertheimer) January 9, 2019
Personalization is crucial for success so it’s no surprise that it’s a common topic in conversation. Our discussion brought up some great points and ideas on how it will affect CX.
How can technology give us an understanding of our customers and why does it matter?
A5: Technology gives a customer the ability to interact with video or via social media in real time, which is amazing because it’s on a more personal level. As a result people are interacting with brands more than ever, and providing more data along the way. #adobechat pic.twitter.com/wb4Ebmuz5i
— David Rhodes (@Rhodes411) January 9, 2019
What can organizations do to better understand their audience?
A6. I hear a lot of talk about empathy and “put yourself in their shoes.” While this may occasionally work, you’ll only get so far. Who knows your audience better than your audience? Get out there, talk to them, & listen! You might just be surprised. #AdobeChat
— Kate (@Kate_Kassab) January 9, 2019
There were so many wonderful takeaways from this discussion! Check out the full conversation on the Adobe Experience Cloud twitter page and share your favorite moments with us.