Why Basic Targeting Strategies Limit Marketers’ Relationship With Customers
3. Implement more useable technology. Marketers are looking to new technologies to help mitigate the challenges with data quality and make data more actionable. Four out of five of these challenges are related to data integration (47 percent) or data modeling (45 percent). Simply put, current technologies are hindering customer personalization. Marketers prefer a more comprehensive offering that can better extract value from existing customer information. As social technology continues to shift consumer behavior and information, companies should leverage people in order for the brand to continue growing.
4. Actually get to know the customer. It's not a computer engaging with your brand, it's a person. Marketers should make a concentrated effort in campaign strategies to actually get to know their customers’ wants, needs and preferences. As it stands, marketers are relying heavily on response-based transactions (e.g., customer inquiries or browsing patterns). According to the survey, only about 43 percent of marketers are using event-based actions (e.g., home/car purchases, birthdays) to segment customers.
The customer/marketer relationship relies heavily on intimate knowledge of specific customer preferences. The survey revealed that 80 percent of B-to-C organizations rely on little more than basic customer profile data and transaction history, which simply won't suffice in this progressive digital age. Using technology and unlimited channels of communication will play an important role in forging a healthy, long-lasting relationship with customers. Moving forward, cross-channel marketing platforms should fully integrate with any source of customer data, both online and offline.
Michael Fisher is the president of Yesmail Interactive, an Infogroup company which powers intelligent customer interactions.