How do customers connect with your brand? Do they use online channels, off-line channels or a combination of the two? Among the online channels, which ones are the most popular . . . and how are they accessed – by mobile, tablet or desktop? How does the in-store experience relate to online?
While it’s essential for you to know the answers to those questions – and more importantly, where your messaging performs well and who interacts with it – I challenge you to take that baseline knowledge and consider it in a new light.
I’d like you to think about how your marketing strategy might change if you thought less about channels and more about the overall customer experience you’re delivering.