Creativity Creative Works Brand Strategy

A unified customer experience: it’s not what you say, it’s what they say

By Jenni Baker | Assistant Editor

Sprinklr

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October 11, 2021 | 6 min read

Marketing used to be straightforward. The creative agency would come up with a compelling message, hand it over to the media agency to push out across owned and paid channels, and advertisers would sit back and watch their message reach the masses. Things are a little more complicated now.

With the rise of social media, messaging, and chat, consumers are more connected and empowered than ever before. And in this modern world – where more than 3.4 billion people are connected via modern channels – brands need to rethink how marketing is done; the way they listen to, learn from, and make their customers happier. Marketing today is about what they say – not what you say. And that means a unified customer experience is more important than ever before.

To reach and engage with the modern, connected customer, successful brands must adapt to the new realities of this unified customer experience. Marketers must create a modern marketing strategy in a landscape characterized by three new realities: channels are proliferating, content is bi-directional, and consumers are in control.

Marketing used to be straightforward. The creative agency would come up with a compelling message, hand it over to the media agency to push out across owned and paid channels, and advertisers would sit back and watch their message reach the masses. Things

it’s not what you say, it’s what they say

“By increasingly bringing the voice of our customer into our business, we have given ourselves permission to reimagine how we approach insights and marketing – which is an important step to being a customer-first business,” said Paul Matson, US director of engagement and customer experience, McDonald’s.

From planning to producing, as well as publishing and analyzing marketing content, you can take the guesswork out of marketing by understanding seven key modern marketing principles, brought to life through real brand examples from Apple, Shell, Red Bull, and Nike.

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To be successful, marketers should always begin with the end goal in mind, following the OKR model (Objectives and Key Results) to drive alignment throughout the organization and produce Specific, Measurable, Attainable, Relevant, Time-bound (SMART) actions to drive efficiency and business results.

Learn more in Sprinklr’s Modern Marketing Strategic Handbook:

  • A step-by-step guide for creating a successful modern marketing strategy

  • A modern marketing framework to generate more sales with better content, reduce content production costs, and protect your brand’s reputation

  • How to listen, learn from, and engage with customers to make them happier

  • Top tips for setting objectives and developing key results

  • The key principles for ad-hoc and always-on modern marketing campaigns

  • Global and local considerations around modern marketing roles and their responsibilities

Download the Sprinklr Modern Marketing Strategic Handbook now to learn more about the seven key principles.

Creativity Creative Works Brand Strategy

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Sprinklr is the world’s leading Customer Experience Management (CXM) platform.

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