If marketers want to attract new customers and retain their existing ones, they must stay on top of the rapidly evolving world of marketing.
With an ever-changing target and rising consumer expectations, marketers who want to truly succeed must adopt new strategies and use data in novel ways to produce the kinds of customer experiences that offer value to both the customer and the brand.
From SMS to emails to messaging on mobile applications, consumers demand highly tailored communication and offers across all of the channels they use to shop and find new products. However, they find the impersonal communications they get to be frustrating. Here’s where the value of data enters the picture: Customers are more inclined to act on messages when they receive personalized messaging.
Marketers can create a better, more tailored customer experience that strengthens loyalty and raises Average Order Value (AOV) by utilizing the information their consumers currently share with them in combination with the appropriate technology and strategy.
Here are a few ways that placing data at the center of the consumer engagement strategy can advance marketing.
Add Additional 1:1 Triggers
Marketers nowadays are aware of how important mobile app interaction, email, and SMS are to building consumer relationships. However, sending generic, one-size-fits-all communications is insufficient. When triggered messages are used in cross-channel marketing, a personalized message is delivered to the customer at the right time. Marketers who employ triggers more frequently experience a rise in AOV.
Customers ultimately want more relevant and timely information. More triggered communications deliver more for customers while increasing engagement and brand loyalty for the company.
Also Read: Four Methods for Employing Predictive Analytics to Enhance Customer Experiences
Upgrade to More Advanced Data Models
Using triggered messages to engage customers is just the beginning. Many businesses continue to use dated data models that lack the granularity and speed needed to address engagement opportunities.
On the other hand, marketers who use advanced data models and more data attributes achieve exceptional results. For instance, an advanced data strategy might segment customers based on loyalty and lifetime value and integrate back-in-stock alerts with their real-time supply chain data. When marketers employ these kinds of more complex, multi-layered strategies, RPM can increase. This is due to the fact that they are interacting with customers at the right time by providing them with information that is pertinent to their interests and helps them make purchasing decisions. A “batch and blast” approach, which is the alternative, ignores the distinctive characteristics of a consumer or the information they voluntarily supply to the business.
It’s not a question of whether they have the data that many businesses face when deploying hyper-personalized, data-driven customer experiences. It all depends on whether they can access it and leverage it.
Connecting Data to Marketing Activation
Businesses need technology that stores and surfaces the consumer and business data they require, and that is directly related to their ability for customer engagement if they want to leverage data to drive more personalized interactions with their consumers. Marketers cannot interact with customers in the sophisticated ways that they expect due to disconnected and fragmented customer marketing platforms and data. A marketer’s options for interacting with customers are limited, and they will be unable to use the advanced data models and triggers required if data is not included in the customer engagement platform.
Also Read: Good Data Privacy Practices is Key in Creating Excellent Customer Experiences
The best way to use real-time insights on consumer needs is to ensure that the data is well connected to marketing activation. This will enable them to send customers personalized and timely messages. The marketing team does not need data expertise to take leverage their data, but they should be able to unlock everything they know about the consumer and use it in campaigns.
Changing the Way Businesses Engage Customers
Data, as marketers are aware, is crucial for fostering consumer relationships. But what differentiates them from companies still relying on playbooks and technology from years ago is how they gather that data and use it to offer the customer a better experience. They will be able to take bold approaches to 1:1 personalization that promote connection, generate revenue, and increase customer lifetime value by incorporating more 1:1 triggers into the marketing mix, connecting data to activation, and utilizing advanced data models.
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