Personalization, the key to business growth, can be unlocked by marketers with a unified customer view. However, most marketers lack a 360-degree view of their target audience.
For many, and with good reason, getting a unified customer view has become the endgame of marketing. True personalization is possible with a unified customer view that considers all touchpoints. No more wasting money on ads that target the wrong audience or send out the wrong message.
Today’s marketers can establish conduits to several data sources and channels to compile a complete record of every consumer. However, that does not imply that these marketers have achieved the crucial unified consumer view. Additionally, brands need a neutral platform with the capacity to integrate seemingly disparate touchpoints and the ability to ingest data from the right sources. Marketers cannot claim a 360-degree view of their customers without these tools. They have merely flooded themselves with data with no hope of discovering any new insights.
Brands need to take into account the following to achieve a unified customer view:
As customers demand a consistent and unified experience based on complete information from their interaction with the organization, merging data across different silos has become crucial.
Most marketing technology stacks in use today comprise CRMs, CDPs, DMPs, data warehouses, and data lakes. This isn’t easy because not all solutions available are suited for integrations. As a result, IT teams are left with ad hoc infrastructure that might function for the time being but won’t be able to scale with the business. Interoperable technologies that can connect to external systems and fully unify the tech stack must be given top priority by companies. Marketing departments won’t be able to start gathering and arranging the data behind every customer touchpoint until that time. At the very least, brands should ensure that their CDPs can connect to everyone as they act as the focal point of this architecture.
The reality is that until a customer touchpoint can be connected to a prior or future touchpoint, marketers cannot truly glean intelligence from it. To follow consumers across the open web, third-party cookies were the go-to method. However, because the cookie has been deprecated, marketers have started looking into alternate identity solutions that authenticate users across various channels.
Due to the adoption of various identities by many leading digital publishers, blue-chip companies now need to resolve these numerous identity solutions to match datasets. Customer Relationship Management technologies that work with the popular IDs on the market are urgently needed.
Management of Consent
Once identity issues are resolved, marketers can start tracking consent throughout the entire customer journey. Brands will need to ensure that they have the consent of users to collect and process their personal data now and in the foreseeable future. Those who are not prepared for this have a big challenge.
The constantly changing privacy laws hint at a regulatory framework where brands will be required to monitor a user’s consent status constantly. Businesses face the risk of losing the consent signal in the media supply chain without a platform that can follow a consumer throughout their customer journey. Brands must implement a Customer Data Management platform that can not only establish a user’s identity but also maintain any associated consent preferences.
Implementing the Journey
A crucial but only initial step in personalized marketing is addressing authenticated audiences. Marketers then require direction to increase customer engagement. The Customer Data Platform is a tool that can gather information from various sources and then combine it to inform the journey.
The technologies available today that leverage AI and ML to extract insights from data can also be used for testing, which adds more inputs to take into account. However, these businesses won’t begin automatically enhancing a brand’s consumer intelligence on their own. A marketing-tech stack for brands is required that goes beyond the traditional Customer Relationship Management system.
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