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Whether it’s a name on a Starbucks cup or a shout out on a video message, people love knowing that their favorite brands recognize them and care about their experiences. This stands in stark contrast to the marketing tactics of old. Blanket ad campaigns and catchy jingles just don’t cut it anymore. Businesses no longer have control over the sales process. The customer holds all the cards. It’s now up to businesses to make buying from them as easy and enjoyable as possible. But personalization is taking on a whole new meaning thanks to marketing automation and other technologies. For example, email personalization will soon go far beyond simply auto-filling a recipient’s first name in the subject line. Contacts will be segmented automatically based on new parameters, like search history and off-site activity. Emails will be sent based on a customer’s data profile, not simply because of time zones and rough guesses about email open rates at certain times of the day. All in all, personalization will be the #1 tool for conversion rate optimization across every marketing channel.
This visual highlights a broader trend in marketing, which is the wider use of ‘omnichannel communications’ centered around the customer to describe marketing strategies outside the retail and travel sector where the omnichannel term originated. If you’re wondering ‘why omnichannel’, Omni, based on the Latin Omnis meaning ‘all, every, the whole, of every kind’ emphasizes the importance of seeking to reach and interact with customers across touchpoints in all channels. It shows a more forensic approach to reaching target audiences, but should recognize that budget needs to be prioritized for the most effective channels. This quote from John Bowden, Senior VP of Customer Care at Time Warner Cable explains how omnichannel strategies are more customer-centric.
With all that talk about chatbots, the reality of modern marketing becomes clear: it’s more conversational. People want it that way, and so brands are reacting. When consumers have a question, 82% want an “immediate” response. Conversational marketing facilitates a one-to-one, real-time connection between marketers and customers: Unlike traditional strategies, this form of marketing is now available across multiple channels, allowing brands to meet customers on their terms: on the devices, platforms and time schedules that suit the customer best. As per David Cancel, founder and CEO of Drift: “Today’s buyers expect to find what they’re looking for now, not later. As we prepare for the future, it will be more important than ever for businesses to be available across a broad spectrum of channels, and to make sure you’re communicating the way people prefer to communicate.” Ultimately, the primary goal of conversational marketing is to enhance the user experience through a feedback-driven model that fosters higher engagement and greater loyalty.
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