Take the Test: Can You Keep Up With Your Customers?

Bryan Eisenberg speaking at the conversionation Antwerp 2011 event

Bryan Eisenberg at our Antwerp event

In his first keynote at our Antwerp event this month, Bryan Eisenberg challenged the audience to think about the speed of business in his (online) marketing optimization fitness plan presentation.

The pace of consumers has changed. Has that of your business as well? Can you keep up with your customers? Enter the marketing optimization fitness plan.

Bryan Eisenberg lost quite some weight in recent years. Why am I sharing that? Because it explains the fitness part (exercise does help) but especially because most businesses could lose some weight as well. The speed of business has grown fast and if you want to keep up you need to be fit.

While eating less and exercising more is the obvious but – as I can testify – often difficult path towards a fitter life, your business should be able to get fit more easily as well to keep up with the behavior, preferences and needs with your customers in a fast-paced world.

Cross-channel marketing optimization: look at the touch-points

How? Optimize every single touch-point and act in a cross-channel way. Don’t optimize the channels, improve the contact moments. Customers don’t think in terms of channels. They want to see a brand, and it has to be consistent. Get rid of the channel-centric approach and go for pervasive engagement.

However, multichannel is not easy either, with a huge gap between vision and execution. Don’t see execution as a onetime event but as a way of life. Look at how consumers act and interact continuously. Identify and understand the touch-points, be agile and engaged with your customer across all of those touch-points and innovate through experimentation.

How agile are you?

However, most of all, be fast and know how to respond to change and real-time needs. Bryan used a nice exercise, by his friend and partner Avinash Kaushik, which he called the TweetVP. Explain why anyone would do business with you in 140 characters or less. Do you know why?

Finally: start improving now, one step at a time, working on one or more of the “5 star culture traits” of the agile and fit business.

Discover them in Bryan’s marketing optimization fitness plan presentation below.

Thanks to Remy Bergsma for the picture.