Consumers Demand Brands More Than Ever – More Relevant, Consistent, and Customized Experiences Across Devices and Devices channels. As a result, brand marketers are under increasing pressure to understand, anticipate and respond to these changing expectations.
The mere fact that marketers know where their audience has been online does not mean that they understand what consumers want. Planning a trip to Austin? Once on Google, you're redirected to a flight offer for weeks after you've already purchased a ticket. Trademarks can inadvertently alienate customers by relying on old, one-dimensional audience segments and straining them with content they have already seen or no longer want.
A successful audience management strategy requires fresh and attractive content. Brands can do this by moving away from traditional segments to adopt individualized data in real time to enhance the digital experience. Here are three public management strategies that marketers can use to create new and captivating content:
Get the complete picture of your audience
Develop a comprehensive understanding of your audience – their goals, their interests and behavior – is the most important factor in establishing more meaningful relationships with customers. Create multi-dimensional audience segments using first, second, and third-party data sources for a 360-degree customer view and a level of hyper-customization that helps brand loyalty throughout the lifecycle.
Use the trip to Austin example, a marketing platform capable of ingesting multiple data sources would have captured that the flight ticket had already been purchased. As a result, the client would be better served with recommendations for restaurants and tourist destinations in the Austin area, rather than offering flights and car rentals. It is important to go even further in personalization. For example, if the customer buys only one ticket for Austin, he may schedule a work trip or a meeting with friends, whereas if he had bought four, it is likely that the trip will be more focused. on the family. It is important to track and analyze these factors as they will illuminate very different experiences.
A model is as powerful as the data it feeds and the fact of combining several data sources (CRM database, analysis data and partner data) you build an audience profile complete and disseminate smarter information that adds real value to your audiences.
Leverage late-breaking information with the help of a global view of the customer
Overall view of a client using multiple data sources, you must analyze and use Real-time audience data to deliver the right content at the right time. The use of outdated information can lead to content that is too generalized at best and irrelevant to the worst.
For example, the customer who was looking for flights to Austin may have changed their minds – recent visits to a partner travel website shows that they are interested in cooking Mediterranean. Updating your audience profiles based on individual, real-time behaviors will reveal changes in preferences as they occur. Then just simply update their profile – or combine (maybe Austin AND Mediterranean?) – to make sure it's complete again, allowing you to send them content which adds value and promotes commitment.
Enable your audiences
Your audience segments are as valuable as the experiences you use to deliver them. Brands often use different systems for marketing and advertising, making it virtually impossible to reach the same audience across all channels. If you do, it is very likely that they will transmit different messages to the same audience. In addition, many of these systems may have segmentation capability, however, since the systems do not connect to each other, the segments of each system may have overlapping client data.
As a consumer, the brands that reward my loyalty with the offers are the ones I keep coming back to. If a brand gives me points to subscribe, track and download its application, I will … if, and only if, it works to personalize its content. That said, I do not want to see the offers for the same women's jeans from my favorite store on all channels. Giving personalized incentives that add value across different touch points is what makes me come back even more.
This is not a lesson for B2C brands. Even B2B software publishers gain customer loyalty by tailoring relevant content such as ebooks to the right audience, on the right platform, and at the right time.
The best way to reach the same audience across multiple platforms is to create an authoritative definition of your high-value audience segments, and just as importantly, a seamless way to engage them on all channels, from the email; show ads; social; to express yourself.
Avoid becoming a Monday morning spam by consistently updating your audience management strategy to maintain consumer engagement. It is essential to offer personalized, attractive and moving personalized content for the consumer. To do this, marketers need to keep the audience profiles updated and informed by multiple data sources in order to have the best possible view of the customer. It's as simple as letting the experience earn the loyalty of getting them to come back.
The opinions expressed in this article are those of the invited author and not necessarily those of Marketing Land. Associated authors are listed here .
About the Author
Rakhi Patel is Product Marketing Manager at Adobe. He leads the marketing and thought leadership activities of Adobe's Data Management Platform (DMP). With more than 15 years of experience in digital marketing (including 5 years at Adobe), Rakhi has contributed to the conversion and online conversion of some of the world's leading brands.