As the epidemic enters its third year, marketers are exploring out ways to help customers reconnect. Because individuals spend so much time online these days, the most effective approach for marketers to achieve this is to provide meaningful and relevant digital experiences with personalisation that span the whole customer journey.
The significance of enhancing the customer journey
Personalizing digital experiences based on demographics and wide groups is no longer adequate. Consumers want to be treated as people, therefore businesses must provide customised experiences that are relevant at every point of the customer journey.
The customer journey has become more complicated and takes place across various channels as time spent on digital platforms has increased. A linear funnel – a clear route from point A to point B, as in a physical shop — no longer exists. The trip has divided into various touchpoints across different digital media, where real-time choices and preferences are established.
- Consumers encounter roughly 150 of these “micro moments” every day, according to Google’s content marketing team, which includes purchase, research, and discovery moments, among others.
- Brands have few seconds to attract and hold customers’ attention in these situations.
- Personalizing digital experiences based on demographics and wide groups is no longer adequate.
- Brands may acquire a competitive edge by personalising each intent-rich moment. These are chances to gain a customer’s loyalty or to utterly turn them off.
Here’s how this degree of personalisation works in practise:
On Thursdays, Diane purchases wine from her favourite online beverage supplier in preparation for the weekend. She does, however, purchase beer in addition to wine before a long weekend since she often throws dinner parties and likes spending time with friends.
Diane will get product suggestions for wine before a typical weekend, but before a long weekend, she will see product recommendations for both beer and wine, maybe with discount price on bundles of both. Diane will have a positive experience and will discover precisely what she is seeking for at the perfect time as a result of this.
How can personalisation help companies generate tiny moments?
1. Establish specific business goals for what personalisation will achieve in the near and long term.
Long-term goals, such as boosting revenue, are vital, but they may be tough to monitor and see results from. Short-term goals, on the other hand, may be utilised to track progress and outcomes in a timely manner. For example, if the short-term goal was to increase cart-to-checkout conversions on ecommerce channels in a quarter, it would be easy to assess the outcomes.
2. Identify one or two data-driven use cases that might aid in the achievement of these objectives through a particular marketing channel.
There are a number of approaches to enhance the cart to check out conversions on e-commerce platforms, using the example above. To boost the possibility of a conversion, the most basic use-case for customization for companies is to deliver individualised product suggestions based on purchase history and evolving preferences. If items have been lingering in a customer’s basket for a week, entice them to check out with a 20% off coupon that expires in two days.
3. Use AI-driven predictive personalisation technologies to create relevant experiences while also allowing you to track your progress.
Marketing teams can be more data-driven with plug-and-play AI-driven solutions since they can recognise trends and uncover chances for personalisation that humans can’t. Brands can use predictive personalization to see results immediately and provide tailored experiences at scale without having to go through time-consuming manual procedures like evaluating large amounts of data and then putting up segments and customization rules. These tools not only provide speedy results, but they also boost marketing ROI.
4. Choose products and providers that are aligned with your company objectives and provide scalable solutions.
Your team’s day-to-day should be made simpler, not more difficult, by technology. Choose products and providers that are familiar with your industry, have simple interaction with current marketing technologies, and don’t need a lot of manual setup or technical resources. The majority of tools take at least six months to integrate, but it’s critical to locate technologies that can be integrated in weeks to achieve results quickly.
By knowing their journey and improving it in meaningful ways — by offering relevant experiences at the appropriate moment via predictive customisation — brands can enhance their interactions with customers. This entails knowing your customers’ evolving preferences, external variables, and any context that may influence their behaviour so you can provide them precisely what they want at intent-rich times. It’s a win-win situation because customers get what they need when they need it and have a positive experience, while companies accomplish their business goals and boost marketing ROI.
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