Dana’s your best customer if you work hard to earn her loyalty. Savvy marketers rejoice: here’s some key intel to help you create meaningful connections with her.

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Dana’s not just a data-point, she’s an individual who wants to be treated special by having us respect her preferences and her interests.

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Bryon Colby, SVP, Digital Commerce at Cornerstone Brands (think Frontgate, Garnet Hill, etc.) and Amy Choyne, SVP/CMO at Kenneth Cole, discussed how their companies strive to enchant and delight customers at Experian Digital Summit 2012 in Las Vegas.

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Marketers need to take every opportunity to learn about and engage customers in meaningful ways that resonate with them at the time.

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The digital era was ushered in by search engines, which created a new moment of truth and enabled advertisers to align to buyer interests via the new discipline of Search Engine Marketing. As Google observed in a white paper called “The Zero Moment of Truth,” the digital path to purchase generates many new occasions for truly interactive marketing. Consumer decisions are made in a wide variety of ways and are influenced by a wide variety of factors.

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Businesses are now realizing that just listening to what is being said about a certain topic, product, service or brand and responding to everyone in the same way isn’t as effective as they had hoped. So what’s a marketer to do?

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Solutions exist today that enable marketers to identify a customer with a single piece of personally identifiable information (PII). Matching on a mobile phone number alone is difficult, but if you have captured the customer’s name and address, email or simply a zip code during the opt-in process, you can build links across channels to understand how they shop with you and who they are. This cross-channel identity resolution helps marketers avoid blundering when they recognize a customer in one channel, but treat them as they don’t know them in other channels.

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The path to purchase is non-linear. You have probably heard assertions that the marketing funnel is dead. At the very least, it’s infinitely complex. Customers are crossing channels and making purchases in places they weren’t originally promoted to. And the limited ways in which they identify themselves is a real challenge to marketers.

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Solutions exist today that enable marketers to identify a customer with a single piece of personally identifiable information (PII), such as an email address, and then match it to the person’s physical address, alternate emails, social, mobile and even cookie data. This cross-channel identity resolution helps marketers to better understand customer preferences, as well as gain a better understanding of the efficacy of their marketing budget.

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As the marketer, you must contact your customers, engage them and end with a call to action (an RSVP in our case). Since you will hear back on multiple channels, you’d better be prepared to capture, integrate and aggregate the response from your customers across multiple channels. A marketer’s challenge is to do this for millions of customers. All marketers get anxious about a call from the “CMO,” but in my case, that means the Chief Mommy Officer.

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