18 Oct How To Increase Your Customer Understanding Continuously
here is nothing more satisfying for a marketer than knowing his/her exact target market. As well as being able to deliver what they need, in the right way and at the right time.
This type of business-to-customer relationship can only be achieved through an extensive network of data-driven intelligence. All in conjunction with the readiness to employ new ideas in data and marketing management technologies. It’s actually quite surprising that only 18% of marketers confirm that they have a single, comprehensive view of customer activity, according to Teradata.
Some business models enable growth through customer understanding on a minute level, while most others are struggling to develop their customer understanding beyond simple demographic data. One critical element should be taken from this data; the brands that learn the most about their customers’ identities and preferences will be the most effective at driving their target audience into action.
Spotlio’s management console for your mobile guide lets you understand your customers.
There are essentially four different levels of customer understanding. Knowing these levels will help you dissolve any preconceived customer identities and break through the barriers to individualized consumer marketing.
1. Primary Customer Understanding
At this level, organisations are totally ignorant of their customers and their wants. Because of this, they are unable to get past the identity barrier. Customer data is limited to e-mail addresses. Also, data acquisition is based on the effectiveness of either an e-mail newsletter signup, or purchase of information from third-party data brokers. There is absolutely no way to do relevant customer targeting through effective marketing messaging. For database infrastructure, all customer data are stratified to fit into particular groups, one for email, one for mobile, etc. This does not allow individualisation of customers.
2. Primary Identity Understanding
The first level of customer understanding is one where brands break through the identity barrier. Leveraging on an acquisition strategy revolving around either traditional site registration or social authentication empower organisations to capture demographic data. Users’ targeting through the use of marketing messages can be stratified along age, gender and location lines, etc. Database infrastructure is unified, and separating customer data along set lines which don’t allow individualisation are no longer a concern.
User registration through social media accounts and through email are features of every Spotlio Mobile Guide.
3. Secondary Customer Understanding
Here, customer profiles are more extensive and are not limited. They can include demographics, social graph, and transactional data. Data is acquired via registration flows, social login options, and customer loyalty programs. Customer experience becomes more personal, and users can be targeted based on the following factors; history of purchases, detailed site preferences, or social profile information. Customer data storage is more complex. It is built as a database that uses a structure capable of normalising both relational and unstructured data. Marketers keep all user data private, in compliance with social networks’ terms of service, and automatically keep it up-to-date.
Individual user notifications are key to engage customers and increase user attention.
4. 1-to-1 Marketing
Finally, we arrive at the level of customer understanding that every marketer dreams to achieve. On this level, businesses are empowered to build complete customer profiles. Filled with demographic, social, transactional, and behavioural data, while making sure that user privacy is not breached. Marketers gather user data through form filling, social profiles and on-site engagement tools including comment feeds and product reviews. Most of which are supplemented with audience-based media buys.
Developing a 1-to-1 bond with your customers and creating personal customer experiences is becoming an increasingly critical element for success. In fact, it’s becoming the norm. Regardless of your industry and target market, it’s time to move towards a 1-to-1 customer relationship strategy.
If you’d like to learn more about these topics or just speak to one of our experienced mobile marketing tools designers, we’re happy to set up a free consultation. We look forward to helping you maximize your customer understanding.