Our new Marketing Budgets Report 2016 revealed some interesting facts about how company budgets are being spent. 

One of the biggest trends highlighted was a continuing desire to provide a valuable and cohesive customer experience, rather than one-off or standalone campaigns. 

With 73% of digital marketers agreeing that this will be the biggest priority in future, how exactly can it be implemented?

Let’s take a look at some of the easiest ways to give the customer consistency across all channels.

1. Mobile

The phrase ‘mobile-first’ is nothing new, but with more consumers using their smartphones for multiple purposes, delivering a consistent experience is more important than ever before.

From tweeting brands and browsing, to purchasing and reviewing products – it can all be done from the same smartphone.

If a customer finds they can’t buy as well as browse from an app, they could end up going elsewhere.

2. Social 

A key part of any customer journey is a personalised service, and social media is an important channel in this regard. 

With 60% of companies looking to increase social media investment in 2016, the trend for ‘one-to-one’ communication between brands and consumers looks set to continue. 

3. Satisfaction

Traditional marketing success is often measured by ROI and conversion rates, and while this is obviously still essential, levels of customer satisfaction are becoming an increasingly important gauge for companies. 

Similarly, marketers should focus on the impact of a campaign rather than just the format.

While keeping up with technological advances is important, it still means that if a traditional advertising method such as a billboard garners more success than a digital ad, it should be recognised.

4. Experimentation 

Despite the huge desire to deliver great campaigns, just 35% of companies reserve a budget specifically for the purposes of experimenting.

However, when it comes to clearly defining what customers want from a brand, experimentation can provide huge value.

Convincing top-level managers that this is a key marketing strategy (and not just a creative whim) is important.

To find out more on this topic, download the Marketing Budgets Report 2016.

Nikki Gilliland

Published 10 May, 2016 by Nikki Gilliland @ Econsultancy

Nikki is a Writer at Econsultancy. You can follow her on Twitter or connect via LinkedIn.

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