In the current context of media dynamism, where consumers are faced with an onslaught of media every single day â€“ which affects their journey of purchase â€“ how can marketers keep up with the real-time changes in the customer journey? Speaking at Customer Experience 2018, Raushida Vasaiwala, director of business development from Celtra, shed light on how marketers can redefine their brandsâ€™ creative capability in real-time.
Marketing: Thinking of the present state of the customer experience, what do you think are the challenges that marketers in APAC face?
Vasaiwala: There are two major challenges that come to the forefront. Changes in consumer behaviour are among the biggest challenges, which is magnified by the diversity of customers across the region.
APAC isnâ€™t a single market, itâ€™s a multi-country market where there is unparalleled diversity and a mass of potential customers that poses a challenge, and creates an opportunity for brands to respond to the unique changing customer behaviours in each part of the region. The core of this challenge is a global one: consumption of content has changed for consumers, yet the advertising materials that run adjacent to this content has not.
Pre-digital disruption, customers would have first contact with organisations through traditional means, which has changed to a primary engagement through various online channels. Given the media complexities of digital, brands are facing a growing problem of building bespoke approaches to the customer experienceÂ to create a positiveÂ customer engagement. The contact is bespoke now, yet the advertising is not purpose-built in most instances.
Marketing: What is the recipe for a perfectÂ omni-channelÂ balance?
Vasaiwala: Each brand is different, and more so itâ€™s consumersâ€™ expectations around each brand, its audience and their expectations. To engage with your consumer across all channels, brands need to align communication/messages to maximise the value and complexities across each channel, and create dynamic and data-driven messages across the entire customerÂ life cycle.
Marketing: HowÂ can digital and traditional advertising complement each other to keep customers engaged and have an unparalleled customer experience?
Vasaiwala: A successful marketing strategy is not simply achieved by transferring an existing traditional experience onto a digital platform. With the assistance of creative ad technology platforms, marketers can leverage customer data to inform and inspire dynamic and personalised creative treatments in a way that canâ€™t be easily adapted to traditional media platforms.
They can also test and measure these treatments to make their brand messaging relevant to their customers on a personal basis. What they learn in digital can be platformed back up to digital.
Marketing: Will real-time customer engagement beÂ tooÂ taxing on marketers, especially when creatives and business decisions have to be real-time as well?
Vasaiwala: What brandsÂ and consumers want is a higher standard of digital creative that is personalised and tailored to the environment it is shown within. Itâ€™s easy to say this but, until now, delivering dynamic creative at scale has simply not been possible. Indeed, it was too taxing. Today, brands can achieve a higher standard of digital creative, and tackle the big challenges of:
- Control and consistency.
Then there is the issue of how theseÂ can be achieved.
Marketing: How do you think the customer experience cloud will change the management of the customer experience and whatÂ will that mean to the future of customer experience?
Vasaiwala: Creative management platforms (CMPs for short) can help manage the entire creative life cycle in digital advertising. And maximise the value of the experience cloud, especially in solving three core challenges:
- Enabling quality personalised creative at scale and across all digital channels.
- Improving advertising effectiveness.
- Reducing operational costs.
Enterprise-level brands can add this creative layer within their existing advertising stackÂ â€“ integrating it with buying, measurement, identification and data platformsÂ â€“ and really improve results.