Every major city has street vendors lining the sidewalks hawking their wares. On an average day most of their tables are filled with knock-off watches or purses with fancy logos that are just not quite right. But when the weather changes, their stock completely changes too. Sunglasses on sunny days. Umbrellas on rainy days. Even hats and scarves on the coldest winter days.
These offers change based on what the vendors think they will most likely sell, but that really is based on customer expectations and what they are likely to purchase on a given day. Rather than think about this as an inventory management issue – and wondering do they always keep umbrellas under the table – it is better to think about this as a dynamic campaign approach.
For marketing software to keep up with consumers’ preferences, it needs to infer details about the customers and be able to change the campaign parameters. These could involve changing the product offer, changing the communication channel, changing the message timing, or even determining not to send the message at all. This is another way to make sure messages resonate with customers, and they develop trust and loyalty with the brand so that customers make purchases now and in the future.
Dynamic campaigns rely on data. Lots of data. Everything marketers know about their customers from across the enterprise needs to be brought together to build a complete picture of the customer. Whether you call it a single view or 360 view, it is this deep understanding of customers’ preferences and behaviors that helps brands launch meaningful campaigns, but also have the insights available to make changes as situations change.
The better marketers know their customers, the more likely they are to communicate with them in a way that creates genuine interactions. This starts with things like demographic data, but really focuses on buying patterns and product interests. If a customer usually buys casual items from certain collections, and suddenly they buy a more formal outfit, this one time purchase should not change their shopping profile. Marketers need tools that understand that there is a short window for related purchases before reverting back to offers based on regular habits. When brands demonstrate this in a human way – for example, hope you enjoyed the party or hope your gift was well-received – this creates a stronger connection with customers.
Robust testing capabilities
Marketers can sometimes be surprised by the results of their marketing campaigns. That’s why they need software with built-in testing capabilities. No matter how perfect that subject line seems, test it. The same is true for layouts, creative elements, and offers. Testing that hones in on the most successful elements of campaigns helps marketers improve their ultimate results.
The channel is just as important as the message itself. Marketing platforms that can communicate with customers based on their channel preferences have a better chance of connecting with them and providing messages that they will engage with. A true cross-channel campaign uses similar creative assets across the most common marketing channels like email, mobile, and social.
Every day is a new day and customers may want something different today. Marketers will succeed in creating long-standing relationships with their customers when they have the tools in place to understand their preferences, yet that can also keep up with and manage their changes.
As a platform technology company, Cheetah Digital combines robust data management and cross-channel communication abilities with dedicated, in-house professional services. We help marketers execute complex, enterprise-scale marketing programs and effectively drive lasting customer loyalty. We are a business partner to the world’s best brands, and have employees across 13 countries.