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It’s been said that personalizing your marketing can result in five to eight times the return on your marketing investment, but up until recently, it’s been difficult to achieve personalization. Tactics such as adding individual names to a mass email does not qualify as “marketing personalization.”
In the past, companies pointed to a lack of capable technology or useless data when trying unsuccessfully to put together personalized marketing campaigns. Today, you have access to customer intelligence tools that track, record and feed you useful and manageable data 24/7.
Customer experience agency Verndale recently surveyed 200 senior decision-makers and found that while 90% of respondents agree that the customer experience is vital to their business success, almost just as many felt that the potential of personalization has not been fully realized by their company.
You don’t have to look far to discover that consumers tend to be annoyed when brands repeatedly rely on the old-fashioned strategy of blasting out generic advertising messages. And a report from Accenture revealed that 75% of consumers are more likely to buy from a retailer that recognizes them by name and recommends products based on past purchases.
Consumers are busy and are increasingly demanding the time-saving perks of a personalized branding experience. They understand the need for shared data, but also expect businesses to pay them back for that data in the form of customized marketing.
So how can you give your customers what they want while also helping your business? It comes back to your all-in-one marketing analytics system.
A customer analytics tool is one of the only ways you can truly deliver an automated, customized marketing experience for your customers.
When Sara Jones comes into your restaurant and you swipe her credit card, you know exactly what she ordered on her previous visits. When she leaves the restaurant, you can send follow-up omni-channel marketing that asks her how her specific meal was that day and make complementary item suggestions. Consumers are craving this kind of personalized marketing, and the old-school method of keeping a string of notes in the POS are quickly becoming antiquated.
Today, everything happens in real time, which is how fast your customer data needs to update and be ready for use. With an easy-to-manage customer intelligence database you’ll have customer data, demographics, competitor intelligence and social media interactions at your fingertips.
Reach out to that 75% of consumers who are clamoring for customization; give them what they want—and get what you need in return.

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