4.2As brand marketers, we want to be personal and relevant with our communications to each individual. As consumers, we want to be understood and approached only with offers, information, and all types of content that speak to our unique interests.

Yet, businesses are still putting irrelevant information and offers before consumers. That’s why as a business it might be worthwhile taking a look at something like this agency management to show you the best way in having a successful relationship with your clients and keeping your data safe.

Take the case of Melissa Parrish, executive director of AdExchanger Research, who recently detailed her poor experience in a neighborhood drug store.

“I go there all the time,” she said. “I’ve had the loyalty card for years. Every time that I go into the store, I use the loyalty card, and every time that I open the app, I get the same offer. This is a really good offer. Two boxes of diapers for the price of one. Diapers are not a luxury item.

“There’s only one problem with it. I don’t have children. I have never bought diapers. I have never bought any everyday baby item and, of course, the retailer knows this because I use the loyalty app all of the time. How can a marketer who is smart enough to know that they should be targeting offers in a mobile app spend money on something that is so irrelevant?”

What gives?

Personalization, better known as 1-to-1 marketing, has never been easy. Who has had the time to look at every customer or prospect uniquely, much less formulate and execute a plan of attack for each person?

That prospect has become even more challenging with consumers bouncing from device to device, and channel to channel, making our connections to them more difficult to follow and manage.

But innovation is smartly addressing the issues.

Take, for example, Genie, which uniquely provides monetizable and measurable personalization at scale for brick and mortar businesses as well as brands.

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With Genie, marketing partners are able to combine their exclusive data with third party and big data for an unmatched ability to reach individual consumers and create a true 1-to-1 relationship. This produces a competitive advantage and drives customized, actionable sales, rather than just building general awareness.

Genie is not Ad Tech focused on brand awareness. Instead, it focuses on providing contextually relevant and individualized consumer offers that convert to a sale.

For more background on personalization, let’s get more specific about the mobile users’ expectations.

Eighty-six percent of consumers say that personalization plays a role in their purchasing decisions (Infosys). Four in 10 consumers buy more from retailers who personalize the shopping experience across channels (Monetate).

 

There are lessons to be learned from those marketers who are getting it right.

“The more the brand or retailer knows about the customer, the better they can serve them,” Jonathan Stephen, a longtime mobile marketer who for three years drove the mobile strategy for JetBlue, told Jeff Hasen for Hasen’s new book called The Art of Mobile Persuasion (artofmobilepersuasion.com).

“Some companies tend to not do that so well and cross the line on what’s more disruptive or intrusive than maybe more a passive-type approach. There’s a very fine line there that brands have to be mindful of. It basically comes around to delivering products and services that enhance your customer’s experience.”

One such service is expertly delivered by one of the major phone carriers. The results of personalized communications with customers has resulted in increased satisfaction scores and decreased churn to the tune of tens of millions of dollars.

The effort by the mobile operator actually begins on day one of a new relationship with a consumer.

Working with a firm in Seattle named Vehicle, the mobile delivers a welcome video that is the very first point of communication with a new customer. This personalized welcome video acknowledges and thanks the subscriber for his or her business and summarizes the details of the account and what to expect when the first bill arrives.

As a result, the company has seen:

  • Significant reduction in churn (customers leaving in the first 30 days)
  • A decrease in calls to customer support
  • The highest recall of any other company touch with the customer (more than 50 percent measured at 90 days post-video delivery)
  • Significant increase in revenue (ARPU, or average revenue per user and lifetime value)

Because of such successes and the increased expectations from consumers, personalization is becoming more of an area of focus for brands and retailers.

In an April 2015 study by Researchscape for Evergage, 49 percent of marketers worldwide expected to increase their spending on personalization this year.

The savvy ones will choose a front-to-back integrated system such as Genie that pulls information from a half-dozen or more sources, then processes and analyzes it to make it useful for the marketer.

This results are a meaningful mobile exchange that brings value to each individual consumer.

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