It is an exciting and anxiety-inducing time to be tasked with taking the customer experience to the next level. That should, frankly, include everyone in your organization. We’re caught up in a marketing hamster wheel that calls for hitting our customers with messaging and optimizing the same systems, over and over and over. Are incremental improvements the best we can do?
Let’s take a look at how marketing is done today when it is executed in an “ideal” state:
Meet Sia. Sia is serious about golf and wants to improve her game. Imagine that you design, market and sell the latest high-tech golf equipment. After having seen your digital mobile ads a few times, she finally clicks on one and is taken to your landing page. She goes home and forgets about your product. Luckily, she sees another ad and goes to your landing page to sign up for emails. She then goes on Twitter and forgets about your product again. But you’re a good marketer so you’re re-targeting Sia and she sees your ad again on Twitter.
And then you keep tweaking the messaging, the media, the colors on your landing pages, the images in your emails, the time of day you send the emails. In a nutshell, you keep generating content and hope that she’ll eventually take notice and ultimately purchase your product.
Sia’s journey is a typical retail customer journey. Unfortunately, it’s also an ideal that most companies strive for. It’s a lot of heavy lifting. According to the American Marketing Association, the average consumer is exposed to up to 10,000 brand messages a day. The AMA also estimates that a consumer needs to see your message 7-20 times before making a purchase.
Phew… that sounds exhausting — both for the customer and the marketer.
So what is the answer?
- More messaging?
- More ad spend?
- More touchpoints?
- Better messaging?
- Better targeting?
What if it is none of the above? What if the answer is less instead of more? Take a look at personal relationships. We sell and negotiate every day. People who are considered good at relationships take the time to understand the other person’s point of view and make decisions that benefit all parties involved, not just themselves. So why should selling be any different? After all, the folks buying are people.
That brings us to personalization. Bombarding customers with messages is one way to make a sale. But according to Accenture, 81% of consumers want brands to understand them better and know when and when not to approach them.
This approach requires getting to know all your customers very well. And that requires high volumes of data that needs to be acquired, updated, analyzed and accessed. The data has to be linked in order to build a profile of a customer that reflects them as a person. Phizzle’s software focuses on the seemingly simple task of linking customer profile data. However, each customer generates massive volumes of data, and aggregating and accessing data in real time requires some of the world’s most powerful compute solutions. Phizzle has partnered with Cray and SAP to achieve the singular goal of accessing high volumes of data and linking it to individual profiles.
77% of marketers believe real-time personalization is crucial, yet 60% struggle to personalize content in real time, according to Adobe. Thankfully, technology like Phizzle’s Customer Data Platform (CDP), coupled with Cray’s Urika-GX agile analytics platform, can help you tackle the problem.
Are you satisfied with your results or is there a better way to engage customers? Is your marketing strategy struggling? Could hyper-personalization be what you and your customers are looking for? Leave your comments below.