The digital revolution we have been experiencing the past 25 years has been a fast and furious one. Changes in what we sell, how we sell it, and especially the way we market to customers seems to be an ever-evolving chase to master search engine algorithms and keep up with educated, savvy consumers who have a growing multitude of choices and stated preferences to satisfy. Through all these many fluctuations, some basic marketing principles have emerged all of which surround one focused idea: getting and keeping a customer means ensuring they have a positive, personal, and consistent experience every time they interact with your brand.
This ideal has brought about a major shift from an once product-dominated economy to the dawn of the platform economy. For proof of this, look no further than the once (and not so long ago) must-haves like Blackberries, HP calculators, music CDs and CD-ROM copies of video gamesthat have now become obsolete in the world of streaming an platforms. The modern eCommerce world becomes more interconnected via the platform economy every day.
Data-Driven Platforms Command Customer Experience
The platform age has never been more evident than in the current focus on brands providing a top-drawer customer experience. Research indicates that to win the business and long-term loyalty of modern consumers, brands must provide not just a great transactional interaction, but one that is personalized to their needs, goals, and preferences and one that is consistent across all brand touchpoints.
To do that right, you need data.
Data-driven platforms like Group FiO’s Insight Marketing Platform provide brands with deep data that empowers them to give customers what they want from today’s eCommerce world. It also provides brands with the analytics and long-term strategy that builds real customer loyalty and true Customer Lifetime Value (CLV).
Not all customer data platforms are built equal, however. Data-driven marketing is they key to winning and keeping customers, but it needs to be the RIGHT data, with the right focus on creating long-term, personal relationships with consumers and ensuring that you have the tools to keep them engaged even with heavy competition for their attention and money.
Here’s a look at 3 areas you need to ensure you’re covering from your customer data platforms.
Zero-Party Data Platform
With Google doing away with third-party cookies, brands need to have a solid strategy in place tocontinue marketing to leads and customers effectively while also respecting consumer privacy.
This is where Zero-Party Data enters the picture.
Zero-party data is about as close to marketing gold as a brand can get. That’s because zero-party data is intel that has been provided by the consumer themselves, self-reported for the purposes of having a more personalized interaction with your brand and so that they receive certain perks in exchange for the information. These perks include special coupons and other offers, exclusive access to sales, additional content and insight, personal recommendations, and more. Know more please visit our blog here :
Customer loyalty is ruling in the market because of its significant benefits.
If you are reading this blog, then you probably have decided to invest in customer loyalty programs.
Because of the competition, right?
And, looking at how influentially loyalty programs are growing, we want to assure it is certainly a brilliant decision.
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But when personalization is sloppy, people get annoyed.Consider the following scenario all to common to many of us: You’ve been online shopping for a new major purchase, let’s say a new oven.
Your efforts have paid off, and you finally decide on which unit you’re buying, and even score a 15% off for new customers coupon for a brand that has a storefront near you.
Or maybe they’re following you all around the internet, relentlessly pitching other kitchen appliances to you, and you think to yourself, “Hey, I just made a major purchase from your store; could you lay off for a little bit?” Sometimes it’s that they simply keep marketing ovens to you as if the purchase you just made never happened.This is because the brand doesn’t have a data empowered platform that LEARNS and adapts the level of personalized content it sends you; to them, you’re either stuck in the silo of “consumer shopping for oven” or are just added to the “kitchen appliance” segment and will now get inundated with content pushing you toward another sale.
There are few things more irritating to modern consumers than feeling as if you were just an anonymous purchase to a brand, and it’s one of the most cited reasons as to why a brand loses clientele even though they think they are using personalized messaging correctly.While there’s no denying that personalized content provides the bricks that build a solid path to true customer loyalty, it’s vital that you use that personalization to delight rather than turn off your customers.Here are some potential pitfalls to be aware and beware of when it comes to personalized marketing efforts.
Maybe they got your first name wrong (“Hello John” when your name is Ted) or it’s obvious that they were sending out a mass email because the content that is supposed to be just for you is in a different typeface, making it readily identifiable as a mass mail merge off a spreadsheet.Email marketing is one of the most common areas where marketers employ personalization, and it makes sense why this is: personalized subject lines increase open rates 26%, and email marketing products make it easy to automate the process of filling in your customer’s name and other relevant details.
These personalization issues can be fixed by simply making a habit out of developing an internal test list and sending test emails to your internal team FIRST to identify any hiccups in your presentation.
A well-specified and practical marketing strategy makes meeting a customer requires an achievable and likely objective.
And while most companies do fantastic marketing, just a few have actually produced brand add-on and customer loyalty with their advertising and marketing practices and tactics.
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