08 Aug Truly Personalized Marketing Starts with the Right Apps
The Hub, a great marketing technology resource, came out with a great article at the beginning of 2016 about what marketers should do differently. Since the halfway mark for the year is a couple months past, we thought it’s a great time to evaluate the thoughts of leaders in the field and progress on what all marketers are working towards in the long term – unified engagements that drive customer demand and satisfaction.
Raju Malhotra, SVP Products, Conversant
“As we move into 2016, marketers need to shift their thinking around five key areas:
- From channel-centric to consumer-centric. Instead of collecting unactionable cookies or device IDs, focus on how your company can be consumer-centric. You likely have troves of CRM data on your consumers already. Onboarding, matching, and reaching those consumers, while respecting and maintaining their privacy, is a prerequisite for driving results.
- From all conversions to incremental. Stop zeroing in on all touched conversions and instead look at incremental results. Your brand equity is driving conversions; isn’t it time you know how many? Question any partner who does not provide you incremental results to ensure you’re getting the most out of your ad spend.
- From a fragmented to integrated approach. Adopt a few, but integrated, solutions versus cobbling together your own fragmented solutions. This will help you maintain a tight chain of custody of your data and let you focus on your core competency.”
Mr. Malhotra’s insights here offer a fascinating look into the convergence between the technical data and personalization-to-each-customer that marketers need to consider. For any business, there’s no one answer to how to acquire more revenue – it generally comes down to customers personal preferences, which can come in any number of iterations. Conversations need to be taken incrementally, otherwise, marketers are tilting at windmills and failing to get the most out of all the resources they deploy.
Bill Sussman, CEO, Collective Bias
“(M)arketers must provide unique, relevant brand content that consumers can turn to whenever they’re in the midst of product research or in-store shopping. Recent findings from Forrester Research tell us that the average consumer engages with 11.4 pieces of content prior to making a purchase, and Nielsen found consumers are five times more dependent on content today than they were five years ago.
But it’s not enough to just push out marketing materials; instead, marketers should engage with social influencers and bloggers, as they create content that is not only creative and useful, but also shareable. This kind of evergreen content, whether it’s video or text, can help drive sales year-round.”
As an executive, Mr. Sussman understands the broad strokes and big picture of what marketers must achieve. Creating an interactive environment that understands the potential of social media for brands is crucial to generating more interest in your business. Capitalizing on this effort with further interactions – Online Scheduling, Click-to-Call, Live Chat and more – can further help make the most out of the interest any business or brand generates.
Natalie Bush, VP of Customer Experience Enablement, Harte Hanks
“In 2016 and beyond, hyper-personalized marketing will win the day. Marketers must no longer think of audiences in terms of macro-level demographics (think: “males ages 18 to 35”), and instead switch to a truly personalized approach to attract and engage customers, and win their loyalty. With the evolution of big data and technology tools to make sense of it, marketers have the ability to make personal connections with thousands of potential customers.
As big data grows, platforms and solutions with the ability to corral, vet, compartmentalize, and, ultimately, make sense of all that data will evolve, easing the burden of analytical effort on marketers. Programs like predictive analytics will become more robust as the amount—and quality—of customer data becomes increasingly available to marketers, enabling them to accelerate the development of diverse mid-funnel assets cleverly tailored to different vertical contexts and scenarios. Marketing automation will become more strategically integrated with the enhanced mid-funnel process, for better alignment with lead qualification and telemarketing resources.
Tried-and-tested educational content such as case studies, interactive benchmarks, and surveys will continue to play an important role. And as content becomes more personal and relevant, and the customer experience more immersive, marketers can help guide prospects along the customer journey. In 2016 it’s time for marketers to make more “friends.” ”
“Customer Experience” is not just a buzzword anymore, but a meaningful field which every business must now consider as primary in their approach to marketing and growth. Ms. Bush’s comments illustrate one of the main issues businesses have with capturing a seemingly ephemeral concept of customer experience and illustrating all the many experiences customers actually have. Direct, one-to-one engagement can be the key the guide every customer to the right purchase for them and to be fully satisfied with that purchase, whatever bucket they fall into!
Digital Engagements are at the Core of Marketing’s Future
Most consumers are in the midst of constant digital interactions with their friends, families, communities, and vendors of choice. Businesses of all sizes need the right tools to generate the interactions consumers expect and drive more success in their marketing, communications and sales processes. Agendize is one of many providers for digital engagement tools, but it’s fully integrated platform of Online Scheduling, Click-to-Call, Live Chat and more truly stand out from the rest.
Do you think you’ve achieved your marketing expectations in 2016? Leave a comment below!