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Four Top Tips to Drive Customer Engagement and Personalization – MarTech Advisor


As e-commerce becomes increasingly competitive, brands are adopting new technologies such as AI to stay afloat. Here’s how to drive customer retention and acquisition, by adapting a data-driven marketing strategy to tailor and streamline the online purchasing journey for customers, writes, Igor Volzhanin, CEO of Datasine.

As brands grow and increase their customer base, it can very quickly become difficult to ensure that companies continue to treat each customer as an individual. At the same time, personalization is becoming increasingly important, with 91% of consumers more likely to shop with brands that recognize and remember them.

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This trend is behind the rise in digital marketing tools like online assistants, chatbots and on-demand delivery services. In a bid to capture audiences, brands are now competing to provide fresh, seamless, personalized approaches to the online purchasing journey – all whilst respecting customer privacy online and adhering to new data protection laws.

In today’s economy, savvy brands differentiate themselves from competitors through both the use of AI tools that can drive customer engagement, as well as tactics that help build vital long-term relationships and encourage customer loyalty. However, adopting a data-driven marketing strategy and having one that truly works can all too easily be two very different things; especially when you consider that just 22% of shoppers are satisfied with the level of personalization that they currently receive.

Also Read: Three Strategies for Travel Brands to Enhance the Customer Experience

Whether you are yet to enter the world of data-driven marketing or are seeking to improve your current strategy, here are four quick tips that will help drive customer engagement and build longer-lasting relationships:

As brands grow and increase their customer base, it can very quickly become difficult to ensure that companies continue to treat each customer as an individual. At the same time, personalization is becoming increasingly important, with 91% of consumers more likely to shop with brands that recognize and remember them.

This trend is behind the rise in digital marketing tools like online assistants, chatbots and on-demand delivery services. In a bid to capture audiences, brands are now competing to provide fresh, seamless, personalized approaches to the online purchasing journey – all whilst respecting customer privacy online and adhering to new data protection laws.

In today’s economy, savvy brands differentiate themselves from competitors through both the use of AI tools that can drive customer engagement, as well as tactics that help build vital long-term relationships and encourage customer loyalty. However, adopting a data-driven marketing strategy and having one that truly works can all too easily be two very different things; especially when you consider that just 22% of shoppers are satisfied with the level of personalization that they currently receive.

Whether you are yet to enter the world of data-driven marketing or are seeking to improve your current strategy, here are four quick tips that will help drive customer engagement and build longer-lasting relationships:

1. Be Smart With Your Data

In today’s world, the sheer number of customers that brands deal with means it is impossible for marketing teams to understand each customer’s individual behaviour, wants and needs. The only way to keep up is through AI and marketing technology – and that means using data.

Historic first-party customer engagement data can offer unique insights into individuals’ marketing preferences, allowing for more human interactions. At the same time, it’s important that this is collected in a secure way, using anonymization to protect your customer’s information and respect their privacy.

2. Collaborate With Your AI

A large number of marketers continue to treat their data as a short-cut – plugging it into A/B testing tools that may well ‘optimize’ your content, but it will do little in the way of explaining how and why a specific marketing asset will work for a particular audience. Essentially, this automates away the creative process.

A smarter approach is to seek out AI tools that augment, rather than replace, the workflow for marketers. This way, marketers are equipped with the interpretable insights they need to make the most informed creative decisions, whilst the tedious, analytical tasks are handled by AI.

3. Personalize Across Channels

Today’s customers expect brands to interact with them across multiple channels – from ads they receive on their social media, to websites and email. In other words, it’s no good providing a personalized experience on one channel if your customer is just going to receive generalized ads elsewhere.

This is why it’s important that your AI tools can integrate with martech and adtech platforms, such as Facebook Ads, MailChimp or HubSpot. With this approach, customers can have a tailored experience at each step of the online journey.

Also Read: How to Put Negative Customer Feedback to Work for You

4. Don’t Be Afraid to Embrace New Technologies

Automation technologies are revolutionizing online marketing, enabling businesses to scale at unprecedented rates. AI can help transform everything from data collection, through to analysis and execution, saving cost and time – and ultimately enhancing the customer experience.

Marketers have to stay up-to-date with the latest developments in marketing technology – ultimately if you aren’t already providing a personalized experience to your customers, you can bet your competitors will be.

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