Personalised marketing is no longer just about adding a name to an e-newsletter, but using advanced tools to create a detailed picture of consumers’ online preferences, behaviours and needs.
Identifying customers in this way is crucial, as over two billion people now use the Internet, and the worldwide online spending boom over the past decade has been a result of this growth. E-commerce is now the fastest growing retail market in Europe and a report by Forrester shows online expenditure will increase to 62% by 2016. As a thriving consumer hub, the Internet can bolster business growth. However attracting the attention of customers who have a range of choices is a challenge. Creating a seamless and personal customer experience has never been so important for marketers.
For instance, enabling customers to browse a website that recommends products or highlights offers based on previous buying habits can enhance the customer experience, boosting sales for the business. Online retail giant Amazon is an early pioneer of targeted techniques, and its industry report has shown its click-through and conversion rates – crucial measures of online effectiveness – vastly exceed those of untargeted content such as banner advertisements and top-seller lists.
Achieving personalisation may seem complex and historically it has been challenging for many businesses. However, it has recently become increasingly cost-effective to deliver messages and offers that match a customer’s profile. This is due to the range of personalisation software available – from social media tools to detailed analytics offerings. The choice is vast and marketers are becoming increasingly empowered. Using data intelligence to engage with customers and understand their needs enhances the relationship between the consumer and business, producing tangible results. For example, in 2003, Virgin Holiday’s first segmented email campaign generated £3m in direct sales.
Gathering the right tools is a step, but gaining a comprehensive understanding of a customer’s changing habits and interests is key. Delivering irrelevant and mistimed messages or offers can disengage buyers, which can be damaging to the company’s reputation. It is important to connect with customers every step of the way, at the right time, in the right way.
Customer Relationship Management (CRM) systems are effective engagement tools because they glean data from customers at every stage of connection - from websites they have visited to past conversations with business representatives. Storing and categorising customer history and engagement means all contact with the company is recorded, resulting in significant efficiencies and reduced input required from staff. Whether it’s a charity providing fundraising information through a bespoke self-service web page, a betting company hosting a live web-chat or a travel company promoting offers to regular customers, once the transaction or interaction is captured it can be utilised again for future marketing outreach.
Tapping into CRM data is crucial when strengthening the brand-customer relationship. For example, Co-Operative Travel has effectively used CRM technology to deliver a robust customer experience. The personalisation feature embedded within its CRM system has created a simple and integrated site, allowing customers to access its booking pages efficiently based on previous searches and interests. Customers may be time poor, and personalising the booking system has reduced numbers of visitors leaving the webpage after an initial search. Conversion rates have increased, and the website has received a 95% upsurge in visitors and a 217% increase in revenue.
Responsive websites are becoming an increasingly crucial element of the engagement strategy for marketers. Tracking situational data such as incoming search terms, location and device type will make it easier for customers to find the information they want, stay on the site longer and engage more with the brand. Defining the persona of the customer through data collection is vital to delivering the desired outcome – increasing conversion rates and website traffic. In a similar way to visiting a favourite café daily and ordering the same coffee, customers want a company to remember their preferences rather than having to start from the beginning each time.
With digital interaction becoming an inherent part of daily activity, it is vital businesses interact with customers based on their personal needs. Customers want to read engaging content, receive relevant offers and simply browse websites to gather information or buy a product. A company’s knowledge of their customers’ priorities, time available and interests will help target marketing strategies that will ultimately create the best customer experience and conversion rates.
By Richard Parsons, Commercial Director at Experience Assist
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