Unified Customer Experience: The Key to Unlocking Digital Marketing Success

This article was originally published in EMARKETER

Marketers face the growing challenge of delivering a seamless, unified customer experience across a fragmented array of channels and devices. Customers interact with brands through websites, mobile apps, social media, email and more. Ensuring consistency and personalization across these touchpoints is crucial for driving engagement, boosting conversions and improving customer lifetime value.

The Challenges

Several factors contribute to this complexity:

• Siloed Departments: Marketing organizations often operate in silos, with teams focused on individual channels and misaligned goals. This leads to disjointed messaging and a fragmented customer experience.
• Budget Constraints: Marketing budgets are under pressure, forcing teams to do more with less. At the same time, customer acquisition costs are rising, making it more expensive to reach and acquire new customers.
• Personalization Demands: Customers expect personalized experiences, but marketers struggle to unify customer data and deliver tailored content across channels.
• Data Deprecation: Less reliance on third-party cookies is disrupting traditional marketing strategies. Marketers need to adapt and transition to owned channels to maintain customer data access.

The Opportunities

Despite these challenges, there are significant opportunities for marketers to create unified customer experiences and drive business value.

• Customer-Centric Approach: By breaking down silos and adopting a customer-centric approach, marketers can ensure that all interactions contribute to a consistent and personalized brand experience.
• Mobile-First Strategy: Mobile devices are the primary touchpoint for brand interactions. A well-designed mobile strategy is essential for reaching and engaging customers effectively.
• AI-Powered Personalization: AI offers powerful tools for personalizing content, elevating customer journeys, and analyzing data to improve marketing effectiveness.
• Orchestrated Experiences: Marketers can orchestrate experiences across both web and app, ensuring a seamless and consistent journey for customers regardless of the platform they use.

Airship: Your Partner in Unified Customer Experience

Airship’s platform empowers marketers to overcome these challenges and realize the full potential of their digital marketing efforts.

• Mobile Data Hub: Airship’s Data Hub enables the collection of zero-party data and integrates it with first- and third-party data, creating a single customer view and enabling personalized messaging and experiences.
• Cross-Channel Orchestration: Airship enables marketers to orchestrate customer experiences across digital destinations (web and app) and channels (email, push notifications, SMS, etc.). This ensures a consistent brand experience regardless of how customers interact with your brand.
• In-Session Experiences: Airship enables in-session experiences, delivering personalized messages and offers to customers while they are actively engaged with your website or app. This increases conversion rates and drives revenue growth.
• Experimentation and Measurement: Airship’s platform enables A/B testing and advanced measurement capabilities, allowing marketers to optimize their campaigns and improve ROI.

Take Action: Start Using In-Session Messaging

In-session messaging is a powerful tool for engaging customers and driving conversions. By delivering personalized messages and offers at the moment of highest customer engagement, you can increase conversion rates and create a more valuable customer experience.

In a world where customer expectations are constantly evolving, brands must prioritize unified, mobile-first experiences. Airship’s platform provides the tools and insights needed to navigate this complex landscape, enabling marketers to deliver exceptional customer experiences and drive business growth.

To learn more about the disconnect between mobile’s importance and companies’ ability to execute unified strategies, download “The State of Mobile Strategy, and 3 Steps to Avoid Fragmentation” report.