Personalizing Customer Relationships Through Digital Marketing
In today’s multi-brand, product-rich culture it’s easy for consumers to feel like they are going unnoticed, with advertising often firmly focused on the masses. But digital marketing is now giving organizations the chance to rediscover one-to-one relationships with their customers, enabling them to provide personalized, real-time offers that can reinforce their brand and better assess their return on marketing investments.
Digital enables you to focus on the value you bring to the customer. Yet such opportunities also bring challenges that Chief Marketing Officers (CMOs) will need to overcome if they want to stay ahead of the game. New technologies are at the heart of digital marketing strategies—but aligning technology with your business targets and the skillsets of your people is just as crucial.
Effective personalized, real-time engagement centers on the ability to link different data sources to deliver profiling and segmentation, targeting consumers contextually. Inbound marketing, for example, must be underpinned by Search Engine Optimization and new tools and data sources that enable highly targeted content to be created and presented.
Personalization also demands that rules-driven content is mapped to segmentation or situation and linked to Customer Relationship Management (CRM) platforms. An effective architecture must ensure tight integration between content management, data management and marketing platforms.
In turn, data management platforms that enable organizations to collate data from a variety of sources and target individuals are leading to programmatic buying platforms that greatly improve marketing impact. But which tools, skillsets and operating models best suit your aims? Moreover, the opportunity to provide geolocation and to harmonize campaigns across different media, converging physical and digital media as well as marketing and sales, opens up questions on how–and who–manages and analyzes data and brings it all together.
So it’s as much about the people as the technology. As well as having suitable tools to analyze data in real-time, staff need to be empowered to understand their rules of engagement as well as being given a business operating model that enables customer promises to be met. Such approaches require cultural changes and new skills that will evolve over time and through experience. In addition, with ever-larger volumes of data being collated and analyzed there is a greater need for security governance through appropriate controls and frameworks.
The transformation to digital marketing is certainly complex, but get it right and the opportunities to improve brand and customer relationships are huge. In a new opinion paper Capgemini outlines some of the trends driving digital marketing and explores how to bring value to the customer through one-to-one engagement. For more information https://www.capgemini.com/thought-leadership/shifting-your-marketing-message-from-a-brand-focus-to-customer-value