“Take a step back. Think about how you can re-use email.” – Dan GriffinAccording to Dan, the five most relevant channels to prioritize are email, sms, display ads, push notifications, and live chat. SMS alone continues to grow astronomically as a communication in the buying experience, whether it be to send a purchase confirmation or to notify of a sale. “In 2020, 23 billion text messages were sent daily. There is absolutely a digital shift to sms that is starting to happen that accompanies email in a communication channel.”Supporting full automation, dotdigital provides a workflow for sms. There are many opportunities to engage with your audience through text messaging. “At dotdigital alone, on black Friday in 2020, we sent 5,721,000 SMS messages.” This speaks to the sheer amount of customers that sign up to receive these messages and their willingness to receive marketing in this way. It is a booming channel that businesses need to start targeting for growth. But, the need to market extends to other channels as well, as Dan explains. “I really encourage you to think of display ads as a channel you can leverage.” He continues to summarize the need to keep accessibility in mind when designing. From ads, to notifications, to live chat, Dan goes through each one explaining the relevance of inclusive design before moving on to their greater relevance in marketing and how using them to interact with your customers can convert sales.
“Live chat, in the real world, gets you to a person. And that’s important.” – Dan GriffinRecently, Virgin Atlantic shared this stat on live chat as Dan mentions in his presentation: Customers who chat convert at nearly 3.5 times the rate of those who do not. This means the opportunity to convert interest into sales becomes exponential. “Live chat gives that personal touch to the communication you’re having with your client base,” Dan elaborates. By stepping back and reevaluating your channel marketing efforts, you can get the message to the right person at the right time, and that’s one of the most important things to make the customer experience as exceptional as possible. You can watch the full presentation here: If you’d like to read highlights or watch any of the speakers from last year’s DCKAP eSummit event, you can visit our post event recap blog, and you can watch the full event playlist here. Next up will be the DCKAP eSummit 2021. Join us then to hear from some amazing speakers and guests, learn even more and find the best ways to start or grow your success in B2B eCommerce!