Insight

Fast forward: The future of digital marketing has arrived

How digital interactions have become vital in boosting brand loyalty

Jason Galloway

Jason Galloway

Principal, Advisory, US Customer Advisory Leader, KPMG US

+1 636-614-4250

Ryan Doubet

Ryan Doubet

Managing Director, Customer Advisory, Marketing Consulting, KPMG LLP

+1 612-305 -5000

Craig Rutkowske

Craig Rutkowske

Director Advisory, C&O Commercial, KPMG US

+1 312-665-1694

We recently looked at the importance of digital engagement as the Travel, Leisure, and Hospitality sector emerges from the pandemic in our piece Travel and Hospitality Post Pandemic: Ensure Your Digital Interactions Engender Loyalty. Spoiler alert: it’s vital!

The paper explores the changing landscape of the industry and the tactical steps that marketers can take to lead their organizations toward recovery and growth. However, the takeaways are not solely limited to the travel industry, so what do marketers across industries need to know to help their organizations thrive in 2022 and beyond?

Join the April webinar with KPMG LLP and Acoustic to hear from industry-experts about the evolutions taking place in their respective industries and marketing’s role in driving post-pandemic recovery.

Ability to create a differentiated first impression

Increasingly, digital touchpoints are the first and primary exposure a consumer has with a brand. This means that brands only have one chance to make a good first impression, which can take months or even years to remedy if done poorly. To make digital interactions as compelling as possible, start with getting your customer data infrastructure in order. Is your customer data reliable? Is it accessible to marketers? Can 1st and 3rd party data be tied back to a specific individual?

The better the data that marketers have at the ready, the better the opportunity to curate unique, personalized, and differentiated content and to deliver a digital experience that is highly relevant and engaging.

Lead with empathy

As interactions with consumers increase over time, marketers can really get to know and understand their customers and prospects. Understanding who are the key customers, how they interact with the brand, and their motivations for interacting with the brand will help forge a stronger customer relationship. This requires empathy on the part of the marketer, and in doing so, marketers can help create an emotional connection between the customer and brand.

Ultimately, improving the quality of relationship with the customer will have numerous benefits including growth in repeat business, grassroots word-of-mouth advocacy for the brand, and an increase in customer lifetime value.

Think like one company

Marketing is one piece of a company’s customer-facing activities. However, from the customer’s perspective, the company is a single entity. A customer thinks:

“I really like ABC Company.

Not

“I love ABC Company’s ads, but their sales associate is a pain to deal with and it took 20 minutes to connect with a customer support agent.”

Marketing is directly linked to other customer-facing capabilities including sales and customer support, which all play a role in the customer’s overall experience. With all customer-facing capabilities tied together, marketers have a responsibility to be deeply connected to other parts of the organization, including driving revenue for the company. Since marketing creates the first impression and builds strong customer relationships over time (see above sections), the role of marketing to drive revenue for the company is more significant now than ever before.

Be sure to tune in!

Marketers have an integral part to play moving forward in 2022. To hear more on the topic of digital engagement post-pandemic, tune into the upcoming webinar with KPMG LLP and with alliance partner Acoustic. We will hear from leaders about the evolution of different industries following the pandemic and how digital engagement can be a driver for growth.