Tuesday, February 2nd, 2016

Marketing Technology and Personalisation

Staying on top of digital channels and understanding customer data has made the marketer’s job really tough over the past 18 months. What’s interesting is that, with all the technology available to track, guide, and analyse, the most important element of marketing still seems to be knowledge of your customers and their experience.

Jeremy Waite, head of digital strategy for Salesforce, has a surprisingly low-tech top three for building a trusted brand: 1) focus on developing customer loyalty; 2) understand the customer journey, not just individual transactions; and 3) invest in transparency. In the end, many successful companies use advanced technology to get back to the basics of building relationships, in which promotional products can play a welcome role.

 

Data Guided, Not Ruled

With big data throwing its weight around, customers are getting wise to how their information is being used, and they’re not always happy about it. If you do any amount of business online, you have data about your customers. If you use it, be transparent about how and be aware that what you know might represent only a slice of their thinking. You might not know how many social media channels, white papers, or friends of friends your client or prospective client consulted before they chose, or didn’t choose, your product or service. So don’t make major decisions regarding marketing technology if you don’t have a complete picture of your customers.

 

Manageable Bites

Dunbar’s Number posits that humans are capable of sustaining only 150 relationships. Whether that rings true for you, many marketing directors note that as they build online customer relationships, followers, communities, and so on, knowing who their customers are becomes their biggest challenge. Adopting technology to manage communities with a personal touch can help, but if you are in a business that supplies, say, the construction trade – because actual things do still get built in the world – it might just be something that you purchase and don’t use effectively. Always ask yourself what the ultimate goal is and whom your efforts will benefit.

 

A personal touch is very much within reach with promotional products, from simple items like pens to customer-engagement products with near-field communication technology.

Posted by Mikkis on February 2nd, 2016 | Filed in Uncategorized | Comment now »



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