The Importance Of A Consistent & Hyper-Personalised Customer Experience
The relationship between brands and consumers is no longer what it once was. The dynamic has fundamentally shifted.
Consumers are more connected than ever before; more connected to brands and more connected to commerce.
They are, what is known as, hyper-connected.
The hyper-connected customer is a new breed of consumer. They don’t just want brands who actively participate in their lives, they want brands who deeply know and understand them – their needs, their wants, their challenges, and goals.
That’s why in the age of the hyper-connected consumer, delivering a consistent and hyper-personalised brand experience is key.
The growth of the internet has meant more consumers are hyperconnected across multiple devices, ranging from mobiles and smart devices to desktops and laptops, Fitbit, Apple watches and even home gadgets like Alexa.
And, while this brings about huge opportunities for marketers to connect with consumers across multiple platforms, it also brings forward the issue of effectively engaging with customers across an increasingly fractured customer experience.
The question becomes: how can marketers and companies find a way to communicate a unified, consistent and engaging customer experience across multiple devices, channels and formats?
This idea was discussed at B&T and Outfit’s recent roundtable event, where fifteen leading industry minds and marketers joined together to discuss all things marketing and brand management and consistency.
One of the key takeaways from the discussion was that success lies in creating a consistent brand and hyper-personalised experience that is delivered in a highly authentic way.
Yet how do marketers bridge the gap between what they believe customers want and the truth of what customers actually want?
Firstly, brand consistency.
Customers are expecting more from every experience with brands, and the new generation of business leaders expect marketing to deliver demonstrable revenue growth.
When your brand is consistent, you’re no longer trying to convince consumers to buy from you. Your brand becomes synonymous with your product experience. The flow-on effect of this is that when consumers see your branding, they are already thinking about making their next purchase from you without you even having to try to sell a product to them.
Brand consistency also makes your brand more dependable. For example, if your social media voice is fun and cheeky, but your product package is plain, you’re sending a mixed message that will make consumers question if they can trust your brand. When all of your branding aligns and is consistent, it sends a message to consumers that you are dependable.
Furthermore, brand consistent is synonymous with trust. A large part of engaging with consumers and hitting the right pain points is making them feel like they know your brand, and that you know them. It helps consumers feel like they can trust your brand.
What many brands don’t realise is that providing consumers with a dependable and consistent experience across your entire martech stack is just as effective and important as putting out a dependable product. A seamless, consistent look and feel across your entire brand will make consumers more likely to purchase from you again.
Yet generating a consistent brand for hyper-connected consumers can be a challenge, which is why Outfit was created.
Outfit automates the production of digital and print marketing materials with flexible, constraints-based templates. It was born out of a need identified across large organisations to gain more control over their brand, while empowering teams to produce more quality material, faster, in widely distributed locations.
Secondly, personalisation, and more specifically, hyper-personalisation is vital to bridging the gap between what marketers think consumers want, and what they actually want. And, when moving towards hyper-personalisation, you need the right technologies to support that, such as Outfit.
The takeaway? The future of the digital era is all about brand consistency and hyper-personalisation. The success of your brand depends on planning, structuring and aligning your content around the customer. Having a consistent brand experience that’s personalised across your entire martech stack will ultimately improve customer experience, company performance and a boost in revenue.
Latest News
Smart Speakers Stung By Ad Fraud Costing Brands $1M Per Month, Says Double Verify
Be wary of a Nigerian sounding bloke that claims he is Kochie and pimping crypto on a smart speaker near you.
Contiki Challenges Influencers To ‘Switch On Social Travel’ In New Campaign Via We Are Social
Contiki wants influencers to give up irritating selfies on holiday by funding them to create irritating selfies. Genius.
“We Are In Our Epic Era”: Natalie Harvey On The Big Changes Coming As Mamamia Celebrates 10 Years Of Podcasting
Natalie Harvey has taken on the Mamamia CEO's chair that B&T hopes sports a mashed pumpkin vomit stain.
TV Ratings (08/05/2024) : Team USA Become First Female Team To Win LEGO Masters Australia
It's not been a great day for Australia - out early in Eurovision, crushed by the Yanks in Lego Masters.
GroupM Hires Former Amazon Ads Global Head Of Performance
GroupM poaches Amazon's Mark Lomas to lead its retail media business. Says he has no opinion on Jeff Bezos' new yacht.
Its All About The Indies! Introducing The Best Of The Best Indie Executive Creative Leaders 🎉
Indie agencies are thriving & it's mostly thanks to these industry leaders. And their delegating to the lackeys.
DV Uncovers New Large-Scale Audio Ad Fraud Scheme That Spoofed Over 500,000 Devices In March 2024
Study finds smart audio speakers easily spoofed by fraudsters. And not just the Nigerian ones either.
Introducing BrandComms.AI, Forethought Revolutionises How Brands Do Effective Creative
Marketing & strategy agency Forethought unveils new AI offering. Yet can't explain the plot to any of the Matrix films.
Independent Media Agencies Of Australia (IMAA) Announces Record 44 New Group Deals For 2024
The Independent Media Agencies rolls out even more support for its members. Alas, no signs of any discounted arancini.
After Google Search Spike, Reddit Shares Jump 14% In First Quarterly Results Since IPO
It looks like being a top time to be investing in the tech space. Defence industries & missile makers also doing well.
Gippsland Dairy Celebrates The Deliciousness Of Patience With ‘Slow Good’ Platform Via Special
Yoghurt's a lot like online dating, red wine & running marathons - you think it's good for you, but it probably isn't.
Let Them Eat Cake: Cashed-Up Professionals Are Back In CBDs And Airports And They Want Their Audis
Latest study finds the ABs are returning to offices & reveals how brands can cash in. Just not the work from home brands.
Mariah Carey Lends Her Inimitable Voice to ‘Portrait of a Portrait’, Audible’s Latest ‘Words + Music’ Installment
Think Mariah's only good for annoying the shit out of colleagues at Christmas? Think again with this new Audible work.
AiMCO Announces New Member Webinar To Deep-dive Into The Intricacies Of Influencer Agreements
Work with influencers? This webinar's a must. And, thankfully, sporting immaculately white teeth isn't a prerequisite.
TikTok’s Head Of People AUNZ Laura Chuck Leaves After Nearly 4 Years
As much as B&T wanted to use "chucks it in" in this headline, we didn't want the Chinese government coming after us.
News Corp Australia Gets Ready For D_Coded 2024
News' D_Coded event returns for 2024. And that can't be said about Alan Jones, the Masked Singer or plant-based meat.
Ideally Continues high growth trajectory, appoints senior marketing lead
Maura Halpin brings impressive resume to her new role at Ideally. Although her bronze in Year 12 swimming has vanished.
Feel-Good Gin! The Oasis Committee And Spirit of Little Things Collab On Charity Gin
Want to help disadvantaged youth all while drunkenly phoning an ex at 3am? Have we found the gin for you!
TV Ratings (06/05/2024): Emotional Lego Masters Goodbye Does The Numbers For Nine
And we thought Lego could only make you cry when you accidentally stood on a piece.
Lisa Wilkinson AM To Join Cannes In Cairns As Keynote Speaker
Multi-Award Winning Journalist and TV Host Lisa Wilkinson AM to speak at Cannes in Cains, sponsored by Pinterest.
Mamamia Names Natalie Harvey As New CEO
Mamamia has today announces the appointment of Natalie Harvey as Chief Executive Officer.
‘The Media Has A Way To Go On Diversity’ – Diversity Council Leader Lisa Annese On Industry Diversity And Why Sunita Gloster Is An Important Addition To Their Board
Few are more qualified than a Gruen regular to knock adland and the media into shape on diversity.
Mike Shows Up At A Wake And Still Hasn’t Seen That Show, In Latest Instalment Of ‘I Saw It On Binge’, Via Thinkerbell
Why is it we pay for 19 SVOD accounts namely due to FOMO but then rarely bother to watch the shows anyway?
Flexiroam Partners With Specialist Agencies To Launch “Ready For Anything” Global Campaign
Do you return from overseas with Bali belly, a possible STI & a huge phone bill? FlexiRoam may help with the last one.
Samsung Unveils Power Of AI To ‘Upscale Every Moment’ With Neo QLED 8K
Got mates who brag about their 83-inch, 10K resolution, OLED screen TV? You're just as bored & baffled as all of us.
Media-Wize Wins AUSCERT PR Account
Media-Wize calls itself "a media training and technology and cyber security PR agency". Think nerds with better hair.
Snapchat Taps Gelato Messina In New Brand Campaign
B&T needs little tempting to scoff more Gelato Messina. Apart from having to go up a size.
Travel Insurer Trippi Draws Ire From The Brazilian Embassy Over Cheeky Brazilian Ad
There's a very fine line between "playful" and "utterly offensive". These ads are almost a dictionary definition of it.
Racing NSW Hits Tabcorp With Legal Action Over $6 Million Revenue Loss
Here's some horse racing news that thankfully doesn't require a silly hat or passing out in a nearby rose bush.
AI Tools Such As ChatGPT Leading To ‘Content Overwhelm’ Among Marketers
Study says tech leading to an avalanche of content for marketers. Not to mention having to read the instruction manuals.
Stake Appoints 72andSunny As It’s Creative Partner
72andSunny nabs Stake's creative. And by that we mean the investment platform, not the nemesis of all vampires.
61% Of Aussies Want Corporate Australia To Stay Away From Social & Political Issues Leo Burnett Study Finds
Do you love a study that appears to fly in the face of every study before it? Be mesmerised by these results from Leos.
Brendon Cook, OAM, Inducted into the OMA Hall of Fame
Other than Australia's typically pleasant weather, no one's done more for outdoor than the former oOH! boss.
New Campaign Highlighting Renewable Gas As A Crucial Component Of Energy Transition
It's hard not to make a renewable gas ad sound like a tedious Year 9 science lesson. So well done to the agency here.
Love Media Welcomes Alana Dowling As New Client Director
Seasoned media pro Alana Dowling joins the Love Media team. Clearly replacing someone who didn't love it
B&T 30 Under 30 – Where Are They Now? Until Recently, Prison!
A prestigious 30 Under 30 gong can get you headhunted, promoted or, in this instance, a two-year stint in the slammer.