Live from the Nest Season 2 is an industry expert series set up fireside chat style, where we sit down with top media executives and they tell us about their marketing journey. Season 2 continues this week with Octane AI’s virtuoso, Ben Parr.
Ben heads up Octane AI, “the real-time marketing platform for e-commerce”, an interesting leap in how e-commerce companies can automate customer outreach through channels like messaging services.
Before Octane AI he had a number of equally illustrious careers including being the co-editor at Mashable and an author of a book on the science and psychology of attention. Ben’s work won him the distinction of being counted among Forbes 30 Under 30.
In this episode, he takes us through the new customer journey where consumers go through as many as 12-20 touchpoints before they convert. A lot of companies fall short here and that’s where the mission of Octane AI comes in to fill the holes. Customers need to be engaged with where they’re at to influence conversions, lifetime value, and retention. It’s all part of a more cohesive lifecycle that Ben envisions to maximize conversions and connect all of the parts of the customer journey in a holistic cross-channel environment.
He champions the advantages of messenger advertising and outreach because it allows a back and forth with customers. It gives brands the opportunity to create a real dialogue because it gives you the ability to help customers get where or what they want in a more streamlined and direct path. All the while, it enables the company to collect an unprecedented amount of real-time data to leverage for a more personalized customer experience.
All of this to say that it all leads back to the importance of nurturing users across a number of channels at every possible touchpoint.
Listen in and you may also find some interesting insights on the science of attention and what brands can do to get the most out of seasonal activations.
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This article originally appeared in the HawkeMedia blog and has been published here with permission.