Do you want to know my what my North Star is in the upcoming years, in terms of digital marketing?
It’s unlocking the customer journey for our several audiences. It’s determining each of those consumer paths and working towards delivering frictionless experiences that elicit the passion, tradition and community that they crave.
We live in the year 2019 (news flash!) and the data and tools we have at our disposal are remarkable.
A constant digital presence that revolves around the fan provides a
next-level relationship.
Why can’t we personalize all messages (revenue-related or not) to specific audiences and to specific individuals? Short answer: We can, and we should. It just takes time, resources and the right technology.
Think about how hotels know who you are when you call in from your room. We should be able to provide that type of service to our passionately, dedicated fans of our teams.
If you want your fans -- and their family -- to stay committed, you need to invest in the experience. Traditionally in sports, this has been all about the teams they support and their experience at events. While that’s the essence of what we’re all about, a constant digital presence that revolves around the fan provides a next-level relationship for which we’re striving.
“We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.” - Jeff Bezos
We’re looking to create some sort of a customer journey map to give us the overview of a customer’s experience, in two different ways: the game day experience and the digital experience as it relates to each day of the year. This will allow us to identify opportunities to enhance the experience of our fans and strengthen our relationship across the board.
In terms of social media, it’s really easy to get caught up in the ‘today’ and what’s happening now. Obviously that’s important -- but we can’t lose sight of the long-term vision and what we’re here to do in terms of the entire customer experience.
For brands, social and digital media is a marathon -- not a sprint. We need to play the L O N G game and think several years ahead while executing in the short-term.
86% percent of CMOs and senior marketing executives believe they'll own the full end-to-end customer experience by 2020, according to a recent survey via Google. That would be quite the feat as I can’t imagine the customer experience is fully owned by next year. What we can do, however, is strive for that goal; the best thing for us to do is to keep innovating and work towards creating the ideal journey for our fans.
What are you doing with your respective brands? Let me know in the comments or find me on Twitter at @BrianRWagner!
