oi oi berrys, sei que fiquei um tempo sumida! Mas foi por que eu estava/e estou, sofrendo com um desânimo com tudo que faço. Peço desculpas a todos que mandaram mensagens e comentaram sobre algo/pedidos :(
3 Ways Marketers Can Make Mass Personalization a Reality
This is a blog post from Dan Touchette, Director of Product Management at Bitly.
Mass personalization, the holy grail of oxymorons for any marketer, is shifting from a reality to a necessity in the omnichannel marketing world. This shift is both a necessity for marketers continuing to leverage data to understand customer journeys and an effect of new technologies allowing marketers to easily harness large quantities of data.
Essentially, this is the sweet spot where behavior meets CRM. Mass personalization, similar to behavior targeting, is the ability to customize marketing initiatives for individual customers across a large audience. This personalized experience is essential to building trust and delivering products and services based on each customer’s needs.
This kind of marketing tactic is essential for implementing an effective CRM strategy. By creating an omnichannel marketing roadmap and tracking engagement, brands can understand where individual customers are in the funnel and what personalized marketing initiatives will have the highest likelihood of reaching the next conversion goal.
The Use Cases
There are important use cases that can be improved by mass personalization including:
1. Customer Onboarding
Onboarding customers with email notifications is a standard communication tool for today’s marketers. However, wouldn’t it be great to know, not just the impact of that welcome email, but whether individual customers engaged with it?
Even better, what if you could take those that did engage and create a personalized follow-up notification on what they did after they engaged? All of this is possible when tracking individual customer behavior across multiple channels.
2. Proactive Customer Service
Customer service is no longer reactive. Customers expect that when something inconvenient happens, they aren’t just shuffled into a queue but provided individual service immediately (think transportation delays).
By pairing instant communication through mobile SMS with audience intelligence about their users’ needs, brands can take that inconvenience and turn it into a differentiating value add over their competitors.
How It Works
Providing a personalized experience is only possible by tracking customer engagement on the individual level. This means any communication will require unique URLs for every customer with an anonymized customer ID that will let the brand understand exactly who engaged with the marketing initiative.
This can be achieved by adding a parameter to the landing page URL that identifies the customer, the channel, and the marketing initiative.
1. Unique URLs per user
Using the URL format below will allow a brand to track every unique customer that clicks on the link.
[landing page URL]?cid=[customer hash]
(Note: it’s important to use a unique, random ID in order to prevent exposure of personal information of the customer)
2. Tie in the Marketing initiative
Similar to the customer ID, adding the marketing initiative will allow marketers to understand which initiatives are driving engagement.
From here, marketers can target the engaged customers with future initiatives and supplement their CRM strategy, continually refining their understanding of the unique user.
3. Optimize for Omnichannel
The last step is to add the channel, helping marketers understand which communication methods drive the most engagement for a specific customer. This is especially important when the communication is time-sensitive or the marketing initiative is being delivered across multiple channels.
Combining all three URL parameters will allow marketers to track who, what, and how individuals are engaging (luckily the when and where are easily identifiable with the click).
Tying the tactic of tracking individual user engagement with an omnichannel marketing roadmap will allow brands to push customers into more refined buckets to create true mass personalization. Brands communicate with individual users on a large scale and customers receive a far better and more relevant experience.
Want to learn more about omnichannel marketing? Check out our recorded webinar, “What the Heck is Omnichannel.”
