In the first video in our "Retail Isn't Dead...Mediocre Customer Experiences Are," Lori talks about the need for marketers to rethink what consumers want from their...
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As marketing moves from a personalized experience to an individualized experience, advertisers must know as much about their customers preferences as possible.
(Marketing in a Minute Transcription)
As marketers, we do so much to create awareness and drive consumers to our brand to convert.
We need to spend as much time on how we treat these customers once they become customers, as we did when we first acquired them.
As marketing moves from a personalized experience to an individualized experience, advertisers must know as much about their customers preferences as possible, enabling communication in the most relevant way.
Identity graphing is an important step in your learning about your customers preferences. It represents a way to tie online and offline data sets together, whether it be purchase data, intent data or demographic and psychographic data, across multiple platforms.
This level of information allows greater insights into your customers and their Buyers Journey by providing a unified customer view.
It is a live tool, constantly evolving as more data points become available.
Make sure you are continually adding to the data points being shared by your customers. The better data you leverage, the greater the likelihood of delivering that individualized and meaningful experience.