Today’s consumers expect a seamless experience across channels. Is your brand delivering the consistency your customers want?
Consumers will interact with six to eight touchpoints before they even enter the top of the funnel. Everything from your logo to your messaging needs to stay consistent across all those touchpoints if you want to engage.
When consumers can easily recognize your brand across channels, they feel more comfortable interacting with it. If design is even a little off in an email, for example, consumers may mistake it as a phishing email and delete it. That’s because people rely on consistency to show what they can trust.
Consistent brand delivery improves purchase intent
Research conducted by the Interactive Advertising Bureau (IAB) showed that purchase intent improves by 90% when consumers view consistent messaging across multiple channels. Similarly, brand perception improved by 68%.
Successful companies create brand style and usage guidelines to help ensure their marketing department delivers consistent messaging. Guidelines should align with your company’s goals and mission. They should also include things like your color scheme and the style of visuals your company will use.
The more detailed your company’s guidelines are, the better. That way, everyone from marketers to editors to the front-line staff in your store will deliver consistency to your customers.
Watch your tone
Is your brand tone more expert and authoritative or personable and fun? Whatever your brand’s tone is, it should be consistent across channels. Emails, texts, and social media content should all sound like they come from the same brand. If they don’t, you stand to lose customer engagement.
When it comes to social media, using the same hashtags and brand tags across platforms will also help consumers engage with your brand.
Integration is essential
You can’t deliver a seamless multi-channel experience through silos, and your analytics need to reflect that. The customer journey takes place over multiple channels, so you need feedback from every channel to inform you of where engagement is happening and where problems arise.
Promotions should also be integrated. For example, if you offer an online contest, promoting it in-store drives traffic both to your store and to your web site. Similarly, utilizing geo-targeting for SMS and in-app offers will increase customer traffic to both your store and your app.
Design for multiple devices
Consumers now switch between devices, even while accomplishing the same task. Your brand needs to be adaptable across devices while still delivering consistency.
Many users complain about the poor performance of mobile apps. Numerous businesses have failed either to design or to optimize for mobile users. Your business doesn’t need to be among them.
Don’t Overlook AI
One of the best ways to achieve consistency for your brand is by employing artificial intelligence. AI can integrate your data and help you develop smooth, personalized customer journeys.
Customer service is a sore spot for consumers in terms of delivering consistency across devices. Using chatbots powered by AI adds a human element to customer service and helps users feel that their concerns are being immediately addressed.
AI also allows your brand to be fluid and adapt across channels while staying true to the tone of your brand.
Blueshift uses AI to deliver consistent personalized experiences across every channel. You can rest assured that your branding will be consistent whether your users engage through email, SMS, Facebook, or chat.
Take advantage of Blueshift’s Cross-Channel Campaign Management to build smooth customer journeys. Our AI-based testing gives you the peace of mind to know that customers are engaging with your campaigns, and our trigger-based automation delivers personalized messaging in response to customer behavior. Eager to see Blueshift in action? Contact us for a personalized demo.