Why it is Crucial to Integrate Consumer Conversations into the MarTech Stack

    Why it is Crucial to Integrate Consumer Conversations into the MarTech Stack

    If there’s been one constant theme in marketing over the last decade, it’s been a constant push to provide consumers with better-focused, personalized experiences. With the recent digital boom, these efforts have only intensified, putting further pressure on businesses to scale up their efforts in terms of consumer data.

    The voice of the consumer has become lost in the quest for more and better data. With businesses focusing more on quantitative insights, they are missing the qualitative side of the story, which can be invaluable in determining consumers’ moods, feelings, impressions, and experiences with a brand, as well as how that brand fits into their lives and the world around them.

    By incorporating consumer conversations into existing martech stacks, brands can drive marketing efforts that not only leverage their data-focused efforts, but also root them in tangible consumer empathy that answers not only the who, where, and, but also the why – the motivating forces that are critical for robust marketing.

    Also Read: Three Tricks to Sell Digital Marketing to Traditional Businesses

    Overreliance on Big Data

    There has long been a dependence on data-driven tools inside the current marketing paradigm. All of these platforms in the martech stack are useful because they can help identify customers based on their behavior, develop segments from those customers, and lead to more personalized targeting.

    One of the newest marketing trends is a shift away from a reliance on big data. Brands must shift to smaller repositories of better, more responsive data as third-party cookies are phased out and governments implement legislation restricting the acquisition and use of customer data. Brands can see both sides of the insights equation to better offer tailored experiences to all audiences by combining these quantitative efforts with more strong qualitative tools and focusing on customer interactions.

    Consumer Conversations

    The intelligence brands can gain from various quantitative insights tools is dependent on the existing user lifecycle. Brands are given data such as open rates, cart abandonment statistics, click-through rates,  time spent on a page, and so on – this data is a crucial “what” metric. It’s critical to understand what customers are up to as they interact with outreach activities.

    Beyond that “what” data, however, explaining the “why” is primarily a matter of inference. For instance, emails can be A/B tested and adapted with different messaging, and the results can be compared to past attempts to see what works and what doesn’t. This method of determining what can be accomplished in a brief interaction with a consumer is inefficient.

    Integrating customer interactions and qualitative insights into the martech stack entails locating customers at points of friction and responding to that “why” as quickly as feasible.

    A brand can engage a customer in a meaningful discussion to answer the why, based on all of the quantitative and demographic data they have. If an existing customer has demonstrated that they are not opening any promotional emails they get, they can be invited to have a brief discussion with a member of the brand team to understand why. The brand team can better grasp the deeper motivations behind consumer behavior and alter their approach moving forward by having an honest and open conversation.

    In the past, in-person focus groups provided a lot of qualitative information. However, with the increased acceptance of video platforms in the last two years, customer conversations can be facilitated at any time with audiences all over the world. These workflows and tools are already available and can be readily integrated into a company’s existing martech stack.

    Also Read: Three Strategies for Eliminating Data Silos to Enhance Customer Experience

    Quantitative and Qualitative Data

    To build connections and deliver nuanced insights, qualitative analysis requires quantitative data. Brands can get a complete picture of a customer by including qualitative analysis and consumer conversations into their martech stack. They can take raw data and use it to pattern consumer behavior, as well as probe deeper into the underlying causes for those behaviors through conversations. Brands will be able to better sympathize with their customers as a result of this approach, which can lead to improved personalization and the development of a long-term relationship and loyalty.

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