Meets the need, is easy and enjoyable. That’s what Forrester’s Harley Manning says makes for a good customer experience. All things being equal, if two companies offer an experience which meets the need, the consumer will plump for making less effort, and then for the more enjoyable. If those three criteria are applied to a marketing campaign, which is a part of the overall experience, then wouldn’t that make life a bit better all round?
Meets the need should go without saying; how else can a campaign even get out of the blocks if it doesn’t address a market with that requirement? Easy, though – I like that thought. Our campaigns should be effortless for the recipient – easy to navigate, to respond to, to understand and action. Complexity without added value all too often can turn the prospect away. And enjoyable; well there’s a thought. It doesn’t have to be frivolous, but as I’ve said before, market to the person that is each of us, whether at work or play. B2B marketing doesn’t have to be boring.