Today, the needs of all marketers are converging, creating a common set of goals. As marketers, we now strive to:
- Build deep, enduring relationships with our customers at an individual, personalized level
- Create engaging experiences tied together across channels and time at scale
- Drive conversions and get insight into spend and effectiveness
Let’s think back to the movie Minority Report, which was filmed in 2002 but set in 2054. In a famous scene, Tom Cruise’s character walks into a Gap store. He scans his retinas, and the ad begins speaking to him: “Welcome back to the Gap Mr. Yakamoto, how are those assorted tank tops working for you?”
This movie predicted that, 50 years from now, personalized, 1:1 marketing would be the status quo. Director Steven Spielberg must have had a crystal ball – except that his timing was off. This type of personalized 1:1 marketing is much closer to reality than we’d think, thanks to the advent of tools and technologies like iBeacons (which can trigger messages sent to your phone based on your proximity to a certain location) and richly customized user experiences (easily implemented with real-time personalization tools).
For another great example of a
“Futuristic” marketing experience, we can look to British Airways’ excellent #Lookup campaign from late 2013. In the clip below, a child runs across a digital billboard and points upwards at a real airplane flying overhead. The billboard uses real time data gathering to locate the exact moment that a British Airways aircraft flies over, as well as when and how to display the advertisement. Even more remarkable, the system checks weather feeds to determine the height of nearby clouds, finding out which flight is visible and which information to display.
I’d argue that the future is already here, especially when it comes to presenting highly engaging, personalized, relevant advertising to consumers. The convergence of digital and “offline” marketing, in addition to the multiple screens and devices proliferating the landscape, are working together to make marketing more dynamic and engaging than ever before.
The question is: how can the average, or even slightly advanced marketer take advantage of these new possibilities, achieving new levels of personalization Venezuela Phone Number List and relevance in their own marketing campaigns?
1. Understand Behaviors and Context
There is so much data available to marketers today. There is data that the marketer has already capture from prior user engagement in their marketing automation or email platform, there is purchase activity capture in. CRM or in homegrown customer database systems, there is first party data from audience operating systems like. Acxiom, and there is data from DMP/DSP firms like Turn or MediaMath. There is a tremendous amount of data to be gathered from social channels, review sites, in-store experiences, and elsewhere. All of this data should be utilized to keep marketers informed about customer behaviors and context within their “customer journey.”
As the graphic above illustrates, today’s consumers move seamlessly across digital and offline channels. According to a recent Experian QAS® survey, 36% of U.S. organizations interact. With customers and prospects in five or more channels.
But, according to Experian’s 2013. Digital Marketer report, “fewer than 10% of brands are executing true cross-channel communications informed by one view of the customer.” That means that there’s a huge opportunity to increase relevancy for marketers.