Consumers want a personalized experience with your brand. They expect you to know them very well and offer products/services that are tailored to meet their needs. Any imbalance means you might lose their trust. You must be relevant. As a result, customer segmentation and personalization have become the basis of digital campaigns across the board, including paid, social and email marketing. And to do this effectively, teams must map and integrate customer data collected from a variety of platforms to get a holistic view of their customer.
We know that in today’s digital landscape consumer information is coming from a variety of sources. Some of the most well-known include CRM, Facebook, Google Ads, Social Engagement, Analytics and more. With multiple touch points driving the data, there needs to be a centralized hub to store, integrate and process the signals. Customer activity should be tracked and recorded to get a clearer picture of their interests and motivations. This customer profiling paves the way to accurately segment your audience and build future marketing strategies that will mutually benefit both customer and brand.
It is often challenging to integrate the data coming from multiple sources and figure out how best to use it. Building a system that allows you to identify your hot prospects based on their actions will help you create a steady stream of true prospects rather than a broad array of less likely leads.
To get started, set up a marketing cloud that facilitates profile unification, segmentation, and data activation. Some of the most popular clouds today are Microsoft, Google Cloud, Adobe, and Salesforce. These clouds offer a CDP (Customer Data Platform) module that delivers a unique, unified view providing insights into customers’ behavior and motivation.
As we begin planning for 2022, marketing and sales teams should consider centralizing data for higher activation. Build a strategy and invest in a sound data collection and processing hub before investing in marketing tools.
People are protective of their time now more than ever so marketers must take the time to ensure their messaging is truly relevant. Taking advantage of what CDPs have to offer will help pave the way.
Stay tuned for more on this topic as we delve a little deeper.
