Brands need a strong cross-channel marketing foundation and data-driven strategies that will enable them to extend the high-touch service experience beyond the store, and into every interaction with the consumer. A relevant, customized experience across channels will further delight customers, enhance loyalty and ultimately drive revenue.
A great brand will provide consumers with a customized experience across all channels. This requires a basis of integrated data that provides a complete view of the consumer and drives actionable marketing strategies and tactics.
As part of this endeavor, brands need to immediately set these priorities:
- Quickly cultivate relationships with new customers. Although welcome streams are slowly rolling among brands, there are methods that can be employed and data that can be integrated for a more customized brand interaction. Welcome streams enhanced with data-driven intelligence typically yield 16-24% improved response.
- Drive active customers to repeat purchase. Based on an just about any average order value, just 2% lift in repeat purchases could yield substantial additional revenue.
- Demonstrate appreciation to the most valuable customers. Along with identifying and treating high-dollar-value customers differently, brands find resounding success is extending the analysis to a consumers’ social graph. Delighting high-value, high-influence consumers can yield exponential returns when response attribution encompasses the social graph.
Brands need to partner with a marketing services provider who can not only deliver on data management, but also solve business problems and provide strategic guidance that challenge them to be better marketers.
Learn more about the author, Marcus Tewksbury