How to Earn Loyal Customers in the Experience Economy

In today’s digital, connected world, audiences can find virtually anything they want whenever they want it. They have little patience for sifting through irrelevant content to find what they’re looking for.

Brands know that to grab the attention of their audiences, they must meet them where they’re at. This means creating personalized, cross-channel experiences that make it easy to find and engage with your brand.

Grabbing the attention of your audience is only one part of the equation, however. How do you hold that attention once you have it? Here are three ways to be sure you capture and hold attention.

Address the distraction factor.

It’s easier than ever for brands to connect with their customers wherever and whenever, but it also means audiences are more easily distracted. With so many choices at their fingertips, who could blame them? Ninety percent of the world’s data was produced in the last two years alone. That’s more content and data than any of us could ever possibly consume.

It’s no longer enough for brands to generate content, pump it out via all their channels, and hope it makes an impression. What if — instead of vying for that fleeting moment of attention — your brand could hold your audience’s attention, leave a lasting memory, and never have to worry whether they know who you are again?

This is a whole new level of customer experience that marketers today are struggling to figure out. Those that are, though, are cutting through the noise and winning loyal customers.

Brands that want to not only stand out from this distraction environment — or distraction economy — but also stand above it, have to balance it with an experience economy.

“The distraction economy has to be counterbalanced with an experience economy.” – Nate Skinner, Vice President of Product Marketing, Salesforce Pardot