DECEMBER -2022MARTECHOUTLOOK.COM19Multichannel marketing is a multi-billion dollar industry that is projected to grow by leaps and bounds in the coming decades. As the Head of Client Marketing and Digital Channels at Citibank Singapore, what are the major industry trends that businesses can leverage to bring value to their customers and boost their company bottom lines?Companies can focus more efforts on unifying their customer engagement for online and offline channels through a combination of gamification and personalization. Personalization is often misunderstood to be 1:1 in understanding. This is only true if we can all have a true 360 view of who we are targeting. But the truth is, even for our customers, this is not yet achievable in most, if not all companies for various reasons, including privacy and regulation.Personalization to me that is more attainable in today's context can be knowing the location of where your target customers are spending most of their time, be it online or offline, and ensuring to deliver a relevant and contextual message or offer to them at that time. A step further is to also understand their buying behavior and profile with your company and incorporate that consideration in your message and offer.Add gamification into the mix by providing an activity or platform that, based on your understanding of them, they would be interested to participate in online, preferably within your platforms. Ensure you promote this in your offline channels so you can measure success as well. This is as simple as a QR code or unique promo code included in your touchpoints, so you know which channel is most effective when you run that messaging or promotion. Gamification is not new, though interest in it has been exacerbated due to the rise of the metaverse and the use of NFTs. There are many ways to conduct gamification, especially if you already have an app or digital platform on which your customers are engaged with you on.In a world that is permeated with established companies and nascent startups focused on designing effective marketing campaigns for increasing customer connections and addressing their pain points, how do you identify the crucial strategies that can help businesses successfully navigate the evolving multichannel marketing landscape?Never stop understanding your prospects and customers both in terms of what they say and how they act. Apply customer-first design thinking in the development of your touchpoints, campaigns, and messaging to them. What they say about what they do versus what they actually do when it comes to a decision point, can sometimes be conflicting, so I personally believe it's Jaslyin QiyuSTRATEGIES FOR BUSINESS PERFORMANCE IMPROVEMENTCXO INSIGHTSBy Jaslyin Qiyu, Head of Client, Digital Channels and Content Marketing, Singapore Citi
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