Welcome to the world of Jigsaw Marketing- where digital experience builds value and drives business success.
Jigsaw Marketing is a framework and methodology that has been developed to better connect brands with customers in the complicated and constantly changing digital world. It is a strategic means to provide businesses with a more holistic and effective way to reach customers through digital technology, channels, and platforms.
Whether on a website or a mobile phone, through emails or texts or through social media, the ways customers use digital technology to interact with brands is ever-expanding- and ever more complex. Consequently, the complexity of managing the myriad of digital products, platforms, and channels is enormous. And to do it effectively, efficiently and in ways that are impactful and relevant, is ever more difficult.
Jigsaw Marketing works to bring the pieces of the digital puzzle together to help brands build a solid and cohesive foundation on which to build the digital experiences they offer customers. This methodology is an attempt at a more intelligent, strategic, and scientific approach to marketing.
The diagram below represents how the key pieces of an effective digital experience strategy connect and work together.
When the pieces fit together, the net result is success with many of the usual business objectives. These include:
- Increased brand awareness
- Increased customer conversion
- Improved customer loyalty
- Improved customer experience
- Lower costs to serve
- Increased customer satisfaction
- Revenue growth
- Improved profitability
Jigsaw Marketing utilizes the Integrated Digital Experience model to define and frame the digital strategy process.
An Effective Digital Experience
Implementing the Jigsaw Marketing methodology means bringing about the most effective digital experience possible- an experience that builds real value for customers. It means to deliver a digital experience that has a purpose- it improves lives, makes things easier and it makes sense. Through a process of constant refinement, an effective digital experience is:
Contextual and Relevant- The digital experience meets the customer where they are. This means in the context of the moment within the customer’s life and an experience that is relevant and meaningful to them personally. The experience needs to have a purpose, provide something of value should drive action.
Cohesive and Congruent- The digital experience needs to be cohesive across products, platforms, and channels. It must be aligned with the whole of the business. It’s products, brand strategy, and all other customer-facing operations and functions. The experience needs to build the brand and the brand needs to be an integral part of the experience. Digital products, channels, and platforms must ALSO have continuity. They must relate to each other as much as possible and make sense.
Engaging and Creative- The digital experience needs to attract the attention of the customer. It needs to engage and be memorable. However, it needs to be meaningful and have a purpose. Creativity for creativity’s sake is not effective.
The data and information from the component digital programs developed through a digital experience strategy feed reporting and analytics that drive insights. These insights then build an understanding of customer needs, behaviors, and how they interact with the business and provide digital experiences.
Integrated Digital Experience Strategy
For a digital experience to be strategic, it must have a purpose. It must be rooted in the overall higher-level objectives of the business. The digital experience should exist for a reason and that reason should be to drive business results. From a business perspective, it must exist in order to drive a business goal- to drive growth and grow customers.
For a digital customer experience strategy to be effective, it must be aligned and integrated with the entirety of the organization and with its customers- both internally and externally.
From the internal perspective, an integrated digital strategy should mean that the digital experience and marketing strategy are both integrated and aligned with the organization’s key business objectives and other business strategies. These include internal business functions like operations, finance, human resources, etc. This also includes the data and information derived from different functions within the organization. CRM, customer service, and transactional product information all need to be synthesized and incorporated into the entire digital experience.
From the external customer or consumer perspective, an integrated digital strategy means the brand understands its customers and offers relevancy, value, and a cohesive experience across digital products, channels, and platforms. The brand and messaging are consistent, the entire customer experience is positive, and the value proposition offered by the brand is both meaningful and relevant.
Integration also means that digital products, channels, and platforms should work together whenever possible. There should be meaning and relevance with every single product and program and they should each relate with each other in a logical way. This not only provides a more simplified and cohesive experience for customers, but it also results in lower development costs and more efficient returns for the business.
Measuring the Digital Experience
The Digital experience should be measurable and be able to support itself as an investment. Before during and after launch, the digital experience should be considered an investment in time, resources, and opportunity costs- and it should provide a return that exceeds its costs. Unlike many business investments, digital technology by its very nature provides a substantial amount of data in its wake. This data contains numerous elements and quantifiable measurements. This provides visibility into the performance and viability of the investment into the digital experience.