How to Use Online Communities for a Marketing Strategy Driven by Customer Data

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In today’s hyper-connected world, shoppers are using all channels—mobile, digital, social, physical—to interact with brands throughout the purchase journey, but marketers are having trouble connecting with customers at the right time in the right channel.
Fully 50% of companies are struggling with this issue and with understanding their customers, recent research from Forrester finds. Forrester cited key challenges, including lack of information about new buyers and an inability to make use of customer data effectively.

To address those barriers, marketers can tap into the full potential of online communities to engage with users during the shopping lifecycle and ensure a seamless experience.
Online communities offer multiple ways for consumers to engage with each other and the brand with discussion boards, Q&A sessions, and other resources. However, according to Forrester, this channel is one of the last methods used to gather customer data.

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