And it makes sense, because the most powerful customer acquisition methods in recent years have been digital. According to the late 2015 Target Marketing study shown in Figure 2, 87% of respondents reported email as the most successful customer acquisition method, 69% reported social media engagement, 68% said online advertising and 61% stated that they used search engine optimization to attract clients.
With these digital platforms generating viable business leads, it’s no wonder IT has a piece in the customer engagement pie.
Consumers want to engage anytime and anywhere.
Business-to-consumer interactions are evolving constantly. In November of 2016, Instagram announced its shop button feature. The goal was to create a more seamless e-commerce experience for followers as they browse products on their favorite businesses’ social feeds. Instagram couldn’t ignore that “more than 84% of smartphone users in the US browse, research or compare products via a web browser or mobile app.“ Yet the application’s customer interface made it difficult for followers to take the next step in the customer journey. The shop button aims to solve this issue for buyers and Instagram advertisers.
If one of the top social networking sites identified that they weren’t doing enough to create a seamless experience, is it possible that many of us have weak spots in our customer engagement model?
What Instagram keyed into was the role that mobile platforms play into marketing. Fifty percent of the respondents from Insight’s 2017 Intelligent Index reported having taken steps to integrate the IoT into their technology strategies for consumer engagement. While it used to be optional to have a website or platform that was either mobile native or friendly, it’s now becoming a business imperative.
Learn more peer insights in the ITI.
In addition to the importance of a mobile strategy and customer engagement, Insight’s report identifies the following additional topics as key for businesses and IT pros:
- Technology Is the New Currency of Business
- Infrastructure Challenges Straddle Today and Tomorrow
- Cloud Migration Is the New Frontier
- Investing Smarter Is Imperative
To learn about these trends and valuable industry benchmarking, download a complimentary copy of Insight’s 2017 Intelligent Technology Index.