The timeless Tina Turner ballad, “What’s Love Got To Do With It” delivers an honest, albeit provocative assertion about human nature. What does this have to do with marketing in the modern era?
Well, at its core, successful marketing is about a brand’s ability to appeal to and connect with our human nature: our psychological and social qualities. Sounds simple enough, but it’s not. The expectations and behavior of the modern-day consumer introduces obstacles that brands must navigate to make and keep that connection with customers. Let’s dive deeper into three primary obstacles facing the modern-day marketer and explain why identity - the definitive “who” and their associated likes, preferences, and profile attributes - is a brand’s single most important navigational tool in connecting with our human nature.
Obstacle #1: The multiplicity of engagement channels
As consumers interact with brands across a growing number of channels, devices and applications, delivering an experience that connects with the customer becomes a more challenging because there are more potential points of failure. The consumer interprets the brand experience equally regardless of whether they are talking to a customer service representative over the phone, shopping on your website, or checking their point balance in a mobile loyalty application. Connecting with the consumer across engagement channels requires a common services approach to identity. Said another way, identity is to multichannel marketing what Service-Oriented Architecture (SOA) has meant to software development. Brands that continue to treat identity simply as an artifact of one channel will never realize the full potential for their products and services to connect with me as a consumer.