Consumer engagement should be the number one focus of any business that’s looking to expand its operations. The emergence of new technologies, marketing formats and channels has made interaction with customers more complex. Marketers need to make good use of audience data to come up with better communication strategies. While most businesses are trying to confine customers to specific information, the current situation requires marketers to provide clients with a unified experience. A unified experience offers different opportunities for up-selling and cross-selling. To ensure that communication strategies meet the objectives of consumer-centric communication, marketers need to identify what their audience needs.

Businesses should focus more on consumer experience rather than trying to know where or how the customer came to follow their brand. Unification of consumer preferences can be achieved through the following steps.

Step 1: Having a unified data approach

New technology has come up to assist marketers in sorting, filtering, collaring, analyzing, and segmenting consumer data. Despite the presence of solutions to unify different channels, most business segments still operate independently. This causes major problems because marketers are left to struggle with numerous streams of disorganized audience. Marketers need to get solutions that can integrate many consumer data types, and come up with a unified, actionable view of clients.

Step 2: Apply integrated data to create holistic execution

Once you have integrated your data, the next thing is to use it in a single channel (omnichannel) to enable the execution of good workflow across various channels. The new world needs marketers to have efficient, optimized and coordinated media buying to ensure that the brand does well in the digital universe. Through unified strategies, the business can keep consumers engaged from whatever destination they are.

Step 3: Make use of predictive analytics and machine learning

If marketers can be successful in integrating data and using omnichannel execution, they can easily know what areas they need to improve. It can also help them to identify niches that they can exploit to perform better in their marketing strategies. Having a platform that has self-optimizing capabilities is a better and easier way to identify consumer preferences. When all the details are in place, marketers are able to come up with objective advertising campaigns. The use of omnichannel platforms enhances machine-based learning along different channels.

Step 4: Make use of cross-channel attribution

Consumers make decisions based on numerous interactions, but not on single ads. Marketers face problems such as lacking actionable insights, methodology confusions, and lack of executive buy-ins. Successful marketers must keep track of various channels, and use the insight to improve their performance. Once businesses have the right information, it becomes easy to create better messaging strategies and fulfill consumer needs.