In today’s fast-paced, technology-driven world, the way businesses communicate with their customers is constantly evolving. Digital communications, offering speed, efficiency, cost savings, and environmental benefits, are increasingly becoming the standard.

However, transitioning customers from traditional paper-based methods to digital alternatives presents challenges. Despite the undeniable advantages, many customers remain attached to paper, either due to habit, lack of awareness, or perceived benefits. We explore strategies that can help businesses encourage customers to embrace digital communication while considering their concerns and motivations.

Digital communications provide significant advantages over traditional paper-based methods, whether that’s cost savings, quicker to implement, increased and trackable customer engagement or sustainability reasons. However, understanding customer behaviour in terms of their motivations and potential barriers is important so that you can develop the right strategy for your customers. This will then enable you to focus on strategies that will encourage the transition to digital. For example, exclusive content may work well for some customers, but others may need something more tangible like monetary incentives.

Strategies could include

• Incentives are particularly advantageous when a customer may feel the company is benefitting from cost-savings
• Education and awareness through workshops or tutorials to inform your customers
• Simplifying your processes so that it’s easy for customers to switch, ensuring your platform is flexible, user-friendly and mobile optimised
• Building trust to address privacy concerns and being transparent on how you collect and use data. Alongside this, you need to ensure a robust customer support system is in place and accessible online, to facilitate those transitioning
• Highlight the environmental impact on switching from paper to digital
• Leverage technology that facilitates quick and convenient communication, such as SMS or WhatsApp

Of course, measuring and reporting on your strategies is vital to record what is working or where improvements can be made. Customer feedback is crucial at this stage to ensure you understand all blockers or complexities for a customer to make the switch.

At APS, we can guide your organisation through this process and our team are on hand to advise at every step to ensure a smooth and effective transition for your cutomers and greater digital adoption.

You can download the full version of this report below for more information.

Measuring effectiveness in marketing has always been a challenge as marketers look to tangibly demonstrate ROI across multiple channels and executions and prove their worth. The loss of visibility through phasing out of third-party cookies and privacy changes like Apple’s App Tracking Transparency (ATT) has added complexity too. So, it’s no wonder the proportion of marketers putting econometrics into practice to measure campaign outcomes has risen to 45.9%, according to Marketing Week’s annual report, ‘The Language of Effectiveness.’

Less than half (44.6%) of the more than 1,200 marketers taking part in the research for the report agree marketing effectiveness is a well-defined function within their business, with a clear structure and detailed processes. Furthermore, fewer than half of those surveyed say they are happy with the access to analytics they have when measuring the effectiveness of marketing campaigns.

Our exclusive partnership with The Brand Experience Group (BXG) gives access to a transformational analytics platform that is proven to deliver actionable insights for marketers. The Market ContactAudit (MCA®) platform allows marketers to analyse data from multiple touchpoints by converting data into a single unified currency and informs better decision making and budget allocation. We also look at the voice of your consumer to help you measure and track consumer brand experience.

If you would like to learn more, please fill in your details below to receive A Guide To The Brand Experience Group. Alternatively, we hosted an interactive webinar on how to improve your marketing effectiveness using this analytics platform which you can download here.

Last week, we brought together Mike Bambrick from the Brand Experience Group (BXG) and our Head of Strategy and Planning, Melinda Lang, to give you a peek into how we make the most out of our client’s marketing budgets.

The BXG tried and tested methodology has been tweaked and validated by business schools, trade associations, and businesses over the last 27 years, delivering a truly unique, accurate, and simplified way to measure the motivations of your consumers, producing effective and efficient marketing campaigns.

Our experience has shown that most brands across all sectors are spending 30% of their marketing budgets ineffectively.

At APS we work with our clients to define and deliver their communications strategy, across multiple touchpoints. The proliferation of marketing channels and the growth of associated data have caused marketers to struggle to know where to focus in this increasingly complex landscape. This is compounded by the fact that more than 4 in 10 industry metrics do not effectively show marketing performance and commercial success. So, it’s no wonder that only a quarter of CMOs feel confident in the ability to measure the ROI of their media spend (DMA Report, 2021).

We help brands and marketers address two core problems. Firstly, create a unified value so that you can compare insights across multiple touchpoints, and secondly to understand how your sustainability strategies are interpreted by consumers and the impact of these results on your market share.

If you would like to receive a recording of the webinar, please fill in your details and a member of the team will be in touch with you shortly. Or, if you would like to explore how our approach can make your marketing campaigns more efficient, then please don’t hesitate to get in touch at [email protected]