3 Keys to One-to-One Engagement With Consumers
According to Forrester's study, 77 percent of brands use some form of personalization in one or two channels. Yet only 13 percent of these companies said they were applying extensive personalization across multiple channels in part because of difficulties effectively linking customer data.
Let's take a look at the capabilities required to engage consumers across the myriad of platforms and channels at the user level as well as at different stages of the customer journey:
1. Collecting user-level data: Forrester concluded that the greatest opportunity for digital marketers to improve the omnichannel customer experience is with the unified, multichannel data layer capabilities of an enterprise tag management system. In its survey research, Forrester found that 68 percent of respondents indicated cross-channel integration of data for customer profiles was "important" or "very important." Leveraging a tag management system data layer enables marketers to collect and standardize first-party customer data across multiple domains and digital properties to provide a clear, cross-channel view of the customer.
2. Building the unified data layer: What's required is a single source of truth that's available to all third-party marketing vendors on consumer behavior across channels and devices. Fortunately, we now have data layer management tools, the best of which enable marketers to standardize and organize data in a repository for real-time marketing and business needs. The end game here is to manage this data to drive marketing decisions at a user level.
3. Creating individual user profiles: Profiles are built by stitching together user-level data generated across digital platforms and devices — and are continuously updated, refined and enriched. This is where data generated on digital platforms can be integrated with offline data, such as point-of-sale and customer relationship management systems, for in-the-moment targeting and personalization.
Brands today have access to an increasing array of tools to support true one-to-one marketing, making it possible to engage consumers as unique individuals. The key to unlocking this enormous opportunity is to connect the "who" with the "when," "where," "why" and "what" that deliver highly relevant offers and content to drive conversion and satisfaction for each and every consumer. Leveraging the right marketing technology will help determine how successful you will be.
Related story: Timely, Automated Emails Equal Marketing Success