How can I make my marketing budget go further? What do I need to change to make the shopping experience across my marketing and website a more personalised experience for my customers? Am I over personalising the shopper experience? These are all common questions that we get asked when we are working with clients.
Although there are often best practice refinements to make, we find the answer to the question lay in the data first party data that you hold about the customers who have shown an intent to buy from yourselves or who have purchased from you in the past.
Research from Salesforce shows the importance that customers place on personalisation:
Quite often this level of importance is not reflected by the brand, impacting their customer market share and value.
First party data is the information you collect directly from your audience or customers. It includes:
As a consumer, I can see that digital marketing has evolved, where many brands have adopted customer purchase signals, advertising to me again following an initial visit to their site. Whilst this is a good practice to introduce, many brands fall down with either the frequency that they target the customer (often too much) and / or the follow-up message that they provide the user.
When it comes to website personalisation, some brands have started to adopt the Amazon ‘Products you recently viewed’ approach, when I revisit a website. However, I still often see same home page, as I did when I last visited the site. I find this amazing based on the technology that is available in the marketplace to improve a customer’s onsite experience
So, what’s stopping the above from happening. At Customer First Digital, we believe there are five areas which are obstacles for brands in using their first party customer data:
Such challenges can all be resolved; however, the most important thing is to understand is what you are looking to achieve from your personalisation approach.
In a future article, we will explore some best practice approaches to segmenting your first party data.
If any of the above is familiar to you and you need support with adopting your first party data and developing your customer first digital strategy, please get in touch for your free, no obligation consultation.
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