In the ever-evolving world of customer marketing, there has been a noticeable shift towards simplifying campaigns and communications in recent years. Somewhat ironically, in the face of this customer demand for simplicity, marketers are finding themselves overwhelmed by the complexities of their tasks, due in part to the unprecedented amount of data they now have access to. The technology designed to help them make the most of this information has become easier to work with, but often lacks the depth and functionality required to carry out comprehensive marketing strategies.
I completely understand that there are increasing pressures on marketers to react to changing market and customer demands, but while achieving “simplicity” is one of the tools in our arsenal, it should definitely not be the only one. In another of our blogs managing director Tim Biddiscombe discusses the use of “Pocket Journeys”, which are quick to deploy, easy to manage and are essential for delivering successful customer engagement. However, these tactical activities should sit within a bigger strategic and operational framework that delivers truly relevant communications and is driven by accumulated insight as well as transactions.
Before we can address the issues around this trend toward simplicity, it is important to understand some of the reasons behind it:
One of the primary causes can be attributed to the amount and scale of data that has become available to us. With the rise of digital platforms and technologies, marketers now have access to an abundance of customer information from many disparate sources. However, the sheer volume of data can be paralysing, making it challenging for marketers to extract meaningful insights and take action.
As a result, there is a growing need for streamlined approaches that allow marketers to focus on the most essential data points and make informed decisions.
Technological advancements have made marketing tools and platforms more user-friendly and accessible to a wider audience. While this simplification has its advantages in terms of hiring and training practices and helping to manage the rising tide of data, it often comes at the cost of reduced functionality. In an attempt to cater to a broader user base, software and technology providers have stripped away advanced features and intricate customisation options, resulting in tools that lack the depth required for complex marketing strategies.
As a consequence, marketers are forced to rely on [overly?] simplified tools that may not fully meet their needs. These can limit their ability to leverage data to personalise customer journeys and execute comprehensive campaigns, which may result in alienating customers.
Speed to Market
Another factor contributing to the slide towards simplicity is the increasing demand for efficiency and quick results. In today’s fast-paced business environment, companies are constantly under pressure to deliver immediate returns on their marketing investments. As a result, marketers are often compelled to prioritise simplicity and speed over depth and complexity.
This desire for instant gratification can lead to a short-term focus, neglecting the long-term benefits that come from more sophisticated marketing approaches.
Social Media as a Channel
The rise of social media and its dominance in the marketing landscape has also played a role. Social media platforms offer easy-to-use interfaces and simplified ad targeting options, allowing marketers to reach vast audiences with minimal effort.
This simplicity has drawn many marketers towards these platforms, diverting attention away from more intricate and nuanced multi-channel marketing strategies based on customer data. While social media undoubtedly presents valuable opportunities, it is essential for marketers to strike a balance and not solely rely on these simplified channels.
Putting Things Right
In light of these factors, I want to stress that “simple” doesn’t equate to “wrong”. It means that we have the potential to achieve more, which in commercial ROI terms, equates to money left on the table. To solve this conundrum and counter the slide towards simplicity, marketers should strive for a balanced approach that acknowledges both the need for simplicity and the importance of comprehensive marketing strategies.
Using technologies such as predictive analytics to harness the power of data, marketers can not only personalise messages and campaigns, but also identify key performance indicators (KPIs) and focus on meaningful metrics that drive business results. By setting clear objectives and aligning their marketing efforts with broader business goals, marketers can navigate through the complexities of data overload and make informed decisions.
Marketers should seek out technology solutions and combinations of platforms that strike the balance between simplicity and functionality. While user-friendly tools are essential, they should not sacrifice the depth of knowledge and functionality required for sophisticated marketing campaigns. Collaborating with technology providers to communicate the needs of marketers can encourage the development of solutions that offer both simplicity and advanced capabilities, empowering marketers to execute comprehensive strategies effectively.
As part of our ongoing Reimagining CX series, we have spent time talking to senior marketers across a variety of industries and one key question that keeps coming up: “has personalisation and advanced customer experience suffered as a result of the technology and people choices we make?”. We need to reach a point where the answer to this question is, categorically, “no”.