Marketing automation that engages and builds loyalty

A data driven and personalized marketing is the key to success for retailers, but not only. A customer-centric approach is essential today in many sectors, from finance to media, from fashion to travel, but only 34% of companies are able to identify customers at the time of contact.

This is how the company’s Marketing Cloud platform, powered by artificial intelligence, intervenes. “The customer is unique” is the mantra of the Chief Marketing Officers. We often hear this. That’s why it’s important to create a fluid customer experience that seamlessly integrates all customer data, whether it comes from the store or (increasingly) from digital touchpoints. Consumers today are increasingly curious and demanding. They reward brands that know how to tailor personalized experiences, content, products and services for them and snub those who do not recognize them as individuals and still think in terms of clusters, segments, targets and audiences. Confirmation comes from numerous studies. Consumers today are clamoring for, indeed demanding, the personalization of content and services: they are more willing to buy from companies that recognize them as individuals, providing them with purchase advice and relevant communications and sending personalized communications.

Understanding the customer better, their needs, their tastes is the only way to attract them and build loyalty to the brand and marketers know this well. Often, however, the good intentions of marketing managers clash with the presence in the company of obsolete and fragmented technologies, which do not even allow the call center operator to understand who is in front of him. Evidence from the “Selligent Marketing Cloud Consumer Study 2018” shows that only 34% of companies are able to identify customers at the time of contact. The same study indicates that as many as 61% of consumers between 18 and 34 have stopped buying from a company due to a bad experience with customer care. The inability to put the consumer ‘at the center’ of marketing strategies therefore creates many problems. We need a turnaround, we need to think from a data driven perspective, aiming for marketing strategies that are able to enhance customer data ever better.

Today, technologies make it possible to integrate and correlate a multiplicity of unstructured records and information, to ensure a unique and dynamic view of the consumer. Marketing automation technologies and Customer Data Platforms such as Marketing Cloud Platforms, which ensures m a r k e t e r s have access to reliable, consistent and always up-to-date data.