help a client solve a problem by providing the right offer in real time can be a great victory for your marketing campaign. Saying the wrong thing at the wrong time, however, can be detrimental to your brand, resulting in a poor experience which leads to decreased loyalty, lower conversions, opt-out, and loss of income.
According Zimm Zimmerman, vice president of customization to Merkle, “Personalization is not a technology. It is a strategy, it is a conversation with the client, and to do that you have to listen to people and respond accordingly. ”
The best conversations come from a deep understanding of your audience and what matters most to them at some point. When customers receive offers on-target across their digital devices at the very time they are ready to consider them, you associate the conversations that are critical to the success of your brand.
Saying the right thing does not have to be an exhausting effort. Just as public skills language can be improved through training and practice, customization and implementation in real-time, predictive deals through marketing channels can be improved by learning to achieve robust conversations with your customers. The key is to start small, be prepared to accept the lessons learned, and celebrate victories throughout your marketing organization.
speak clearly and concisely.
Conversations that begin with the mixed messages tend to go nowhere fast. Many of these misunderstandings can be contributed to the way some organizations are structured -. Upon separation and silence taking priority on teamwork and communication
effective real-time marketing often requires significant changes are implemented from the top down. Through his leadership and initiative, it is the marketing manager to ensure that all teams are aligned and working together effectively and sociably.
In many cases, it all comes down to the elimination of silos both technical and organizational within the organization while focusing on the customer experience. Brands can start moving their physical working environments with dynamic parameters where ideas can circulate. By enabling team members to create, test, share, and learn from each other in environments without restriction, companies will mainly grow workplaces where innovations flourish.
Listen to your customers carefully.
The English writer GK Chesterton said, “There is a lot of difference between listening and hearing” Sometimes we hear our customers and we believe personalization is that easy to use. their names in the subject line. However, if we really listen, we discover customization requires a deeper understanding of our customers.
How retailers listen to their customers? in evaluating data. Between the e -mails opened and clicked links to social interactions and downloaded applications, your customers are doing a lot of talking through their digital devices.
this is why it is essential for you to really listen to what your customers say by understanding the data they generate. Start by going after relatively connected channels such as emails, websites and digital displays. Focus on picking the low hanging fruit before moving on to more challenging integrations .
Once you’ve listened, you should be prepared to provide the perfect answers via personalized, real-time deals that prove to your customers that you know exactly what they want, when they want.
Real-time marketers have a wide range of possible offers to extend to customers – to encourage them to make last-minute purchases to provide information on the value of goods to deepen relationships and create of brand advocates. The possibilities are endless, making it necessary to carefully examine various competitors and objective factors – such as income, loyalty and the likelihood of success -. When developing your next offer
Another consideration to make when defining the best answer is the context of the offer. geolocation technologies such as IBeacon, help to build valuable context in real-time offers. The brands that operate in the capacity of real-time interactions can enhance the reactions on the basis of past and current customer behavior as well as the information they provide their customers along route.
Watch what you say.
You can have the technology in place to facilitate the marketing in relevant and personalized real time, but that does not mean you should call your customers by name every chance you get. In other words, just because you can does not mean you should. You do not want to be disruptive, intrusive, or violate privacy.
Examine the ramifications of targeted offers that your customers can find a little scary. Miss the mark with personalized messages not only shows that you do not understand the context or tastes of your customers, but also may lead to opt-outs, reduced loyalty, and perceptions of the negative mark.
Real-time marketing is personal, and hurt personalization can be disastrous. Before starting new conversations, make sure you take the time to know and understand exactly what you say to your customers.
Wear conversations with customers across channels requires coordinated action to provide unified and smart, offers in a timely manner to consumers. This can be a huge change from traditional static campaigns within teams and disparate systems -. Which is where integrated marketing solutions such as Adobe campaign, can help
Once you have integrated customer data across marketing channels, and you’re keeping an eye on the course customer, your marketing team will be able to offer deals in real time coherent, relevant and personalized cultivating dynamic and responsive conversations with your customers.
By going beyond talk to have interesting conversations with your customers, you will make them simpler and more familiar life. And there is a serious gain when you say all the right things to the moments that matter most.
For more information on the creation, customization of real-time marketing offers, be sure to read our full whitepaper, your most crucial conversation.