Customers want to feel understood. For example, 74% of consumers have a favorite brand because that brand uses data responsibly, which makes them feel comfortable. Relationship Marketing involves gaining a deeper understanding of each customer and responding across touchpoints in real-time with constantly-improving personalization.
Whether a consumer is a prospective first-time shopper or a loyal returning customer, they are probably looking at more than one online store to find the best solution to their problem. Depending on the urgency of the purchase, consumer research is likely to extend across multiple channels and involve numerous abandonment events; browse abandonment, search abandonment, and cart abandonment alike. Shoppers look at product quality and availability, price, total cost, opportunities for savings, and the ease and consistency of the entire purchase experience before making a decision.
The moments preceding – and following – a purchase are critical every time someone chooses to spend their time and money. Are they able to find the information they need to evaluate the product(s) they might purchase? Are they able to find an offer or a discount to save a little money? Can the item(s) or service(s) they need be delivered when needed, or can it be picked up or accessed from a nearby location? Brands that can listen across channels in real-time and react to moments of engagement with contextually personalized experiences are more likely to deliver critical answers to curious consumers during the essential moments of purchase. At Marigold Engage+, Real-Time Marketing provides the capability to listen and react to user signals on the web, online store, and mobile app. Machine learning surfaces critical insights for individuals at scale. As a result, marketers can determine the next best action for customers and prospects and trigger interactions in real-time. Some actions include personalizing web and mobile interactions, responding to behaviors with triggered messages, and ensuring the right incentives and offers reach each user.
Key elements of Real-Time marketing include:
Marigold Engage+ provides a full palette of drag and drop self-service design options – from simple to sophisticated real-time journeys – through a central journey design canvas. Get started easily with a library of standard journeys like Abandon Cart, Welcome, Post Purchase, and Winback to engage and retain customers based on their unique behaviors and expressed interests.
The Cheetah Web Tag captures all real-time data events – including “browse product,” “add to cart,” and “sign-up” – on web and mobile devices to track consumer behaviors. The Cheetah Platform activates these data points in real-time for personalization and targeting of cross-channel interactions like email, SMS, push, web, and mobile wallet.
Real-Time Marketing builds upon the captured real-time events, triggers, and batch data and further leverages an underlying decisioning engine to understand consumer behaviors and activities across the channels. In addition, the flexible rules engine can further help define, manage, and target offers consistently across multiple channels.
Developing and implementing Real-Time Marketing has a significant positive impact on customer engagement, expands opportunities to cross-sell and up-sell, and improves triggered interactions’ effectiveness and conversion rates.
Learn more about real-time marketing and how it can help you respond to customer signals:
• Get the just-released 2022 Digital Consumer Trends Index that shares insights from real consumers
• Watch: Pulse: Real-Time Engagement and Relationship Marketing
• Read about the importance and potential of Relationship Marketing