Demystifying Marketing (Series 01)- What is Omnichannel Personalisation?
March 2, 2017
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Activate omnichannel personalization using your online and offline data across channels including second screen engagement for personalized advertising that is powered by predictive analytics and is optimized with programmatic buying for a marketing strategy that works.
Are you still with me?
Well I wouldn’t blame you if you lost me somewhere in the second line. The above statement is pretty much the state of marketing for most brands today – filled with jargons which more than half the people in any given board room might not even begin to comprehend.
Especially with the surge of digital marketing channels and platforms, it is no wonder that your company’s marketing handbook is getting fatter with fancy jargons added to it each day.
Let’s take a breath… hold the reign here. Where do these jargons come from? Are they actually a thing? Do they mean anything to your marketing?
Matter of fact, they do. They do mean something and they are not as complicated as they are made to sound. Now take a look at the opening statement again. Actually just look at the highlighted terms, ‘coz the sentence as such doesn’t mean much.
We will take each of the 5 terms and dissect them. We will figure out what they mean with the help of certain use cases, one by one. To start off, let’s take the term – omnichannel personalization. We will come to the other terms in the following blogs.
Enough jargons. Let’s talk some real marketing.
So, what is omnichannel personalization?
By Tom Fishburne, marketoonist.com
This is an easy one – Personalize your conversations with every customer based on their interests as you connect with them on different touch points. Essentially, what this means is, if you are a fashion retailer and you find out that Emma is looking for a Louis Vuitton handbag, then you must recommend the handbag to her with the same discount on your website, app, social, email, sms, push notifications and offline as well.
It is easier said than done though. To be able to personalize messaging to your customer, the first thing you need to do is to identify a customer across these channels and then find out what she really wants.
This is precisely why ‘data’ is gradually becoming the crux of marketing at all brands. A Data and Marketing Platform becomes a powerful tool to fuel personalization.
Customer data from any source or format, both online and offline, can be onboarded to a single platform and the data and marketing platform will give you a unified view of the customer in terms of demography, product preferences, buying behavior, preferred channels and devices etc.
Let’s say you are an ecommerce brand and you have a special discount on certain products for registered users alone. You want to reach out to these users using different marketing channels and tell them about the offer. The key here is to keep the messaging consistent across channels and platforms (website, mobile web, app). A single message on all channels keeps it simple for the customer and pushes them forward on the purchase cycle.
This is omnichannel personalization. It’s that simple! More importantly, it’s found to improve conversion rates by 30%.
Here are 4 reasons to consider data driven marketing (a real good read, trust me!)
Next week, we’ll de-clutter more.
Nishant Kadian takes care of content marketing for mFaaS. He is passionate about sharing his learning on the ad technologies, mobile ad fraud preventions, and more. Drop him a 'Hello' on LinkedIn or Twitter to start a conversation with him.