Gather round the customer data – How to
Using an omnichannel approach, you need to gather as much information as possible from your clients to store in your Customer Data Platform. That way each potential client – known to you or anonymous – gets a profile which gets updated with each interaction.
In your CPD database you should have added a clear segmentation, so the information you receive can be used to create specific target groups and audiences. Examples of segmentation you can add are gender, age group, topics of interest, their location, their device choice, how they behave when surfing and interacting on your website, etc. The possibilities are endless. Don’t have a CPD yet, or a segmentation that works for your brand? We can help with that too.
Data: check, now what?
Now you have your target groups and the information you need to create personal and specific content, because customers like to feel special and are more likely to engage with your brand and brand content if they feel it is relevant to their lives and interests. Get everything out of newsletters, banners, landing pages, social media so your (potential) customers build brand loyalty. Younger generations of digital natives increasingly expect some form of personalization from brands nowadays. And Google quite likes it too. Have we won you over to make the investment yet?
The circle of digital life
The beauty of marketing automation is that once it has been established, it keeps on going. Through call-to-actions in your communications (see above), you continue to build customer profiles. Implement contact forms for extra info, track behavioral triggers, and store everything in your CDP to expand your segmentation, or to finetune existing profiles. When well-maintained, personalization will result in a higher customer engagement, which ultimately means higher sales and brand strength.