With an average of more than three internet-enabled devices per household (Ofcom), consumers’ attention is going to become increasingly fragmented throughout 2014. From tablets to smartphones and even smartwatches and connected appliances, we are connecting through more devices than ever before and using these to communicate across multiple platforms, from email and mobile applications, to social media.

The marketer’s focus has always been to create a connection with the customer, but the real challenge for 2014 lies in creating a 1:1 experience for the individual that performs to its maximum on every platform, and every device. The Economist, in partnership with Salesforce, recently reported that the number of CEOs whose principle value discipline is "customer intimacy" has surged by 76% over the last 3 years. But while they value it, do they understand how to achieve it?

IDC recently highlighted that only 20% of marketers will receive formal training on analytics and customer data management in the coming year, but as brands such as Three have demonstrated, technology skills are becoming essential for developing successful 1:1 connections with customers. Increasingly sophisticated digital marketing platforms allow companies to source valuable insights from a customer base, drilling down to an individual level – but they still need the specific skill-set possessed by marketers to get the best results from them.

Mindshare UK used Social.com to drive Three's hugely successful #DancePonyDance digital campaign online, which enabled them to accurately analyse the campaign in real-time and make informed decisions when it came to identifying the best methods for amplifying content. Three was able to generate a 55% increase in traffic to its Pony Mixer through targeted Facebook Ads, and a colossal 7.5 million views of the advert on YouTube so far this year. #DancePonyDance has also generated over 35 million impressions to date across Twitter and Facebook alone, so the results really speak for themselves.

While traditional advertising will continue to support wider campaigns, the technology available today will become the backbone for broader execution, allowing companies to develop personalised consumer engagement at scale.

 

By Paul Smith, Vice President, EMEA at Salesforce Exact Target Marketing Cloud.

PrivSec Conferences will bring together leading speakers and experts from privacy and security to deliver compelling content via solo presentations, panel discussions, debates, roundtables and workshops.
For more information on upcoming events, visit the website.

comments powered by Disqus