As the digital landscape shifts from desktop to mobile to intelligent services, a new reality has hit. Focusing on just your company’s website and app isn’t enough if you want to become an Everywhere Brand — a brand whose digital knowledge exists consistently and accurately in many online locations.
In their new eBook, The Everywhere Brand: Embracing the Universe Beyond Your Website (and App), best-selling authors Jay Baer and Jeffrey K. Rohrs detail the nature of this new space race and the traits brands must develop in order to attract more consumers, increase sales and get a leg up on the competition.
The first of these traits is being customer centric. Most companies believe they are customer centric, but are they really? As a brand, you aren’t truly customer centric unless you audit regularly how the facts about your brand are presented to consumers across all devices.
The Everywhere Brand exists in a universe of intelligent services such as Google, Apple, Facebook, Bing, Instagram, Snapchat, Waze and Siri. These services leverage a wide variety of knowledge about your brand and combine it with contextual facts, such as the consumer and his location. You must test how your brand’s digital knowledge appears in the places where consumers search. This test can’t happen in a vacuum. You must put yourself in the customer’s shoes, experience the customer journey at every possible touch point and then make sure that the customer experience is as smooth as possible.
In order to be customer centric, you must experience exactly what your consumers see and hear when searching for your brand across every device and service. This means actively becoming consumers – conducting “near me” searches on search engines and asking relevant questions to Alexa, Cortana and Siri. When you as a brand become a consumer, you’ll be able to see the broad universe of digital knowledge, which is generally riddled with errors. This digital knowledge needs to be updated, fixed and managed across all intelligent services in order to make sure that searching consumers can find what they’re looking for.
In Part 2 of this series, we’ll discuss the second trait of The Everywhere Brand: Active. To learn more about becoming customer centric, download the full eBook, The Everywhere Brand: Embracing the Universe Beyond Your Website (and App).