Marketing has always been a way in which marketers can communicate customers to its brands, however it has not always been simple to appeal to their target audience and to which channel they would do it in.
The problem established, was which segment did the brand want to send it offers to? and how could they do that in the best possible way? The results ended up showing that a very small percentage of people were actually experiencing what the brand had to offer.
2014 will be the year marketers move forward with this revaluation.
Being able to monitor what an individual person does on your website will differ from person to person. However with Copernica you can automatically collect relevant, real-time data on that person to which it will enrich their profile, doing this will help determine what relevant piece of content you wish to send them in order to make the prospect reach their next step in the customer life-cycle.
2014: will be the year of the digital marketing technology!
With the right technology in place, you can capture a range of customers behavior and reactions to a businesses brand.
No matter where they are you can capture what they do and how they interact with your marketing content, via email, website, mobile app, social media sites, plus the new customer experience of the smart watches!
At Copernica this year, we're so excited to see how innovative our customers/ partners are, especially with the initiatives we have all seen in the past year alone!
The development of plug ins that have been created to ensure a brand creates awareness to its audience has been nothing but quality and innovative.
2) Explore the different Channels that are available.
Being flexible with your communications can help analyse what appeals to your customers best, imagine being able to collect/capture which cross-device best suits each customer, and each profile is enriched to create an engaging story each one different but targeted. Take that data and use it to create an amazing customer experience, just start with one channel, whether it be your mobile app or your facebook page, then personalize it to cater to their wants and needs.
A tip/ use the data captured to create a personalized content and use it to engage your customers by either helping, fun or by being insightful.
3) Cross-Channel and Cross-Address your audience.
I think most of us by now know how popular androids/smart phones are and how important apps can to a brand.
Instead of thinking how to we get the best responses, why not try to take the backwards approach.
Ask not what they can do to increase your ROI, but what you can do to improve their experience with the brand.
Help establish a connection (something in common), nurture them to the brand in question whether it be B2C or B2B,
You will make 100 times more money from loyal customers than the ones who are one off buyers.
It is not always quantity of customers that helps a business thrive but the quality in which they arrive. If you do not yet have a loyalty scheme in place then do so.
I am not going to give out all of my best material...
So if you like what you read, and wish to have help in forming a 2014 strategy let me know.
Contact me on 0161 822 2558 or sarah.talbot@copernica.com
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