Implementing a Data Driven Strategy to Drive Impactful Customer Experiences.
As marketers, we have reached a critical juncture: today’s consumers are engaging with brands through a multitude of different channels and it is imperative we provide a consistent, positive experience regardless of the team or division responsible for the channel.
For example, some mediums like live chat and inbound sales are managed by sales, whereas others such as email and display are owned by marketing. A growing number of consumers are bypassing those channels altogether and are going directly into the ecommerce funnel, which could be managed by your services team. It is up to the brand to provide an optimal customer experience regardless of the path the person takes to get there. This is proving to be disruptive to many companies as business leaders are having to tear down their traditional silos and work cross-functionally with their counterparts from different divisions (i.e. sales, marketing, service, etc.,) to drive congruent customer experiences.
Imagine a store where you are welcomed by the clerk who knows the types of products you viewed on its ecommerce platform three days ago, or your marketing team generating a list of consumers who navigated to particular sections of your website and providing it to your service center for follow-up calls. These scenarios are becoming realities, and it is up to you and your brand to adjust or risk being left behind.
Consumers are inundated with hundreds of messages each day, making it imperative for brands to cut through the clutter in order to elicit favorable responses.
Companies that are higher up on the marketing maturity spectrum are accomplishing this by taking a segment-based approach with their marketing campaigns, rather than “spray and pray”. These marketers are looking for specific signals that are triggered when visitors engage with their digital assets. Depending on the level of interaction, visitors will be presented with personalised messaging on the pages they are browsing or receive an email with a specific offer tailored to their interests.
People respond positively to campaigns that are relevant to them. Observing how they interact with your assets, knowing their preferences, and anticipating the next best product to recommend is how a brand builds relevancy in the eyes of its consumer.
With the current trends in data privacy and security, it would be ill-advised to think nothing will change when it comes to identifying your users and their interests. In fact, the use of ad blocking technology is on the rise and is now leveraged by 30% of all Internet users1. What’s more, Apple is making its Intelligent Tracking Prevention (ITP) technology more intelligent when it comes to tracking cookies and its Safari browser. Even Google, which generates 85% of its revenue through advertising, is (reluctantly) updating its Chrome browser to change how cookies work with it. This “perfect storm” is creating yet another hurdle for marketers attempting to identify who they are interacting with. This challenge is compounded when trying to determine users in real time.
As previously mentioned, identifying users and their unique preferences is critical for personalised customer experiences. Marketers who are successfully navigating these headwinds are seeing double-digit percentage gains in content engagements and conversion rates.
As a result of consumers engaging with brands through a multitude of diverse channels, companies have been forced to set up processes to capture and store all of the interactions and conversations that are taking place in a central repository. Whether they occur on social media platforms, via call centers, or through direct mail, online chat, message boards, email, etc., it is crucial this information is associated with individual users and accessible by the teams responsible for following up. This is how brands create seamless customer experiences.
A lot of emphasis has been put on improving customer experiences by breaking down silos and moving to personalised, one-to-one marketing. However, another factor that cannot be overlooked is the need to establish trust with your users as this is what drives loyalty, long-term relationships, and higher lifetime value.
It is up to marketers to ensure their brand adopts an enterprise-level privacy and consent management platform that offers the transparency and security their users demand. It also must abide by the ever-growing list of global consumer privacy laws. Otherwise, brands risk alienating their customers, and they will be subjected to steep fines for non-compliance. Both will negatively impact their top and bottom line.
There are two different schools of thought when it comes to constructing your MarTech and AdTech stacks. The first is choosing a company that offers “integrated technologies” like Adobe or Oracle. Both provide a myriad of cloud-based solutions to meet your marketing needs. A second option is adopting a “best of breed” approach where you build your tech stack by picking and choosing the best products from disparate companies.
A challenge we see with integrated technologies, even with the best of breeds, is that they do not integrate well with other software. They can also be expensive to acquire and manage from both a monetary and headcount perspective. That said, there is real value in finding a solution that easily connects multiple, disparate solutions so that maximum value is extracted from your entire tech stack.
Omnichannel is about consistency.
With a growing number of channels, brands have been forced to set-up dedicated teams and processes to listen to all the conversations engaged with a brand by a customer or by a prospect wherever it takes place : facebook or twitter, instagram or snapshat, through the call center or through direct mail, through a chat activation on the website or though an online form or even an email…
The challenge here is to ensure that the message received by the brands through one channel will reach the central database profile and be processed efficiently allowing all teams working on the other channels to react correctly. This is issue that can be applied to customer support or to sales issue. Reacting to an upset customers is frequenly linked with time pressure and informations have to flow in real time.
As we move GDPR is about Trust, the trust that drives loyalty and long term customer relationship and high lifetime value.
It’s not only a legal issue, it’s not a fine issue. It’s definitively a marketing issue.
Consequences of not being compliant or of a bad personal data collection governance generates direct impact on the Brand Equity.
By adopting an entreprise privacy management solution and selecting a professionnal Consent management Platform, you increase the likelihood of protecting both your brands and your customers and prospects.
It’s about making the best use of all technological components that compose the Martech Stack.
There’s at least two different attitudes regarding the composition of this Martech and Adtech Stack. Choosing Integrated technologies, like some of the Big Cloud Marketing, or adopting a Best of Breed approach is a first challenge. On our side, we considered most of the “so-said” integrated technology as not really integrated, we also consider all the best of breed supporters as not paying enough attention to the integrating issues between players.
There’s a real value, as in the early days of BI and Enterprise software, to get some solution playing the role of the glue, connecting easily solutions the one with the others and more over increasing the value extracted from this systems by helping them to work in a better way.
It can about passing a true identity, it can about detecting intentions,…
“Half of my advertising spendings is wasted but i don’t know which half “.
You certainly this famous quote from John Wannamaker that illustrates the difficulty of measuring the performance of a mix media.
Internet was supposed to deliver easily a reliable measure of everything. Now, we all know that it’s not magic.
Today, collecting campaign data is a challenge perceived as more and more strategic due to the blackholes generated by the GAFA, the impact of ITP or the rising presence of Adblocks.
Fraud issues are another dimension impacting the performance of campaigns. As Procter and Gamble or Sir Martin Sorrel was sharing it : it’s no more possible to invest so much in online media without any third party measurement and so much uncertainty about the quality of measurement delivered by the GAFAs.
By offering more tracking capabilities than an ad-server, we help you to go deeper and to securize your access to the campaign information.
“61% feel that the brands tht should know them simply don’t know theme even at a basic level”.
With the profusion of technologies, the number of success stories and the innovation race, customer’s don’t imagine any more that a Brand will behave as 25 years ago. The level of expectations rises making the marketers be considered as professional or not depending on the level of maturity thet reflect the quality of interactions.
It’s a question of technology but it’s also a question of culture and People with the challenge of making the best use of technological capablities in a business context.
Anyway, people react positively to campaigns that are relevant for them. Listening to their intentions, knowing them, understanding the next product that could make sense are ways to the path toward relevantness.
The challenges just behind are about setting-up a trigger-based marketing, and about orchestrating the campaigns in a consistent way.