Today’s consumers have more channels than ever to use to interact with companies. There are now numerous digital channels – social media, web, mobile – and of course offline standbys including in-store and call centers.
And customer service expectations in the digital age are high. People expect companies to know about their various interactions across various channels. So how do you meet those expectations to create more relevant conversations with your customers?
Enter data-driven marketing. What that really means is getting the right message to the right person at the right time on the right channel, as Mike Lempner explains in the video below. Watch it now for Mike’s insights on how data-driven marketing enables more relevant conversations with your customers, and why the cloud and Internet of Things mean we are at a tipping point for data-driven opportunities:
Using Data-Driven Marketing to Improve Your Interactions with Your Customers
Providing Good Customer Experiences Across Channels
Data-driven marketing is all about getting relevant messaging to consumers, and getting the timing and choice of channel right, too. As Mike says, that’s a lot easier said than done.
For example, many companies have integration problems that present obstacles to successful data-driven marketing, as we’ve previously explained. Today’s non-linear customer journey creates both opportunities – a wealth of touchpoints – and challenges – aggregating data and insights across those touchpoints:
To influence consumer thinking across these non-linear journeys, organizations need to accurately predict what a consumer will do next and which message will resonate at different points.
Organizations that take a channel-first approach to consumer messaging will struggle. These organizations often send messages that don’t sync to where a consumer currently is in the journey. Just think of how many times you have received an e-mail or seen a display ad for a product you just purchased.
As Mike said in the video, the potential for poor customer service goes up in direct proportion with the number of channels available for interaction. Meeting consumers’ expectations across different channels, however, is exactly “the kind of problem that data-driven marketing promises to solve.”
Why the Cloud and the Internet of Things (IoT) Signal a Data-Driven Marketing Tipping Point
When it comes to the future of data-driven marketing, Mike explains that the cloud and the internet of things (IoT) combine to create the point at which “thing are going to explode in terms of the [data-driven marketing] oportunity that exists”.
The exploding growth of IoT – that is, the network of connected devices ranging from smartphones to cars to toasters and tea-kettles – is one key factor pushing things along. IHS predicts that the IoT market will increase from an installed base of just over 15 billion devices in 2015 to almost 31 billion by 2020 – growth of almost 100% in just five years. These devices, which people interact with on a daily basis, generate and capture data.
Likewise, the cloud offers a way to scale just as data volumes get even larger, allowing marketers to run platforms that can “plow through so much data,” as Mike notes. As we’ve previously written, the combination of these two things offers major business opportunity and advantages:
From the perspective of data, the cloud also offers the ability to integrate new sources significantly faster than before without the need to worry about storage implications and scalability of systems. That is especially important given the emergence of IoT, which promises to exponentially increase the volume, velocity, and variety of data available to most companies. The Internet of Things means the biggest, baddest and potentially best data is still to come.
Take lots of customer data, put it in the cloud and apply machine learning to process information and generate insights, and what do you get? Mike sums it up: companies could soon have “a wealth of information that you can tap into to better undersatnd your consumer and your audience.” Relevant conversations, indeed.
Next up: Mike explains why successful data-driven marketing means using real-time insights to improve customer experience. Watch the video now.