Marketing one-to-one is the latest way of developing marketing strategies, it consists of practising the highest level possible of personalization towards your customers. This high levels of personalization are already being carried out by must companies through Social Media ads, as Social Media enables a high level of personalization and targeting due to the large amounts of data this platforms have.
Nevetheless, marketing one-to-one cannot stay there, it has to be a strategy carried out on every channel or site where your company contacts your customers (offline marketing, website, email marketing, etc.). This way of carrying out marketing campaigns can only be done with large amounts of data, processed with Machine Learning.
How do I carry out Marketing one-to-one strategies in my company?
In order to carry out marketing one-to-one strategies Data is fundamental, onces this data is obtained you would need to make it actionable. This could be done in four simple steps:
Know your customer: to develop this type of strategy you would need to know your customer’s preferences in terms of buying habits, times, preferences in content and in products, moment of life towards your company, and every single piece of data available of each customer.
Know your product: as with customers you need to know why each product is liked by each customer or why isn’t and what can it bring them.
Know the effect of your campaigns: by adding up the historical data of your campaingns and the effect of each one on each of your customers and each of your products.
Develop original personalized content: once you cross the data mentioned before you should be able to develop original content for each customer depending on their wishes and needs. This content must be appealing and unique, to distinguish your brand from your competitors.
What technology is needed to carry out marketing one-to-one strategies?
A Customer Data Platform allows companies to store every single piece of Data related to customers, sales, campaigns, or any other useful data for your company’s purposes. And applies Artificial Intelligence to process this large amounts of data.
The Customer Data Platform (CDP) would cross this data in order to obtain 360 profiles of your customer. This profiles joined up with AI would allow you to hyper-segment, personalize and predict future behaviours of your customers.
How do I apply marketing one-to-one for a Christmas Campaign?
As we mentioned before the CDP would help your company develop this type of strategy on to every channel.
December is a crucial month for retailers as they boost their sales due to Christmas. The problem with Christmas is that most of the shopping is not for oneself, but to give as a gift. How could you know if your customer is looking for a gift or to buy something for himself?
If you are a fashion retailer:
By using the data mentioned before, you would know the size of your customer, the type of clothes he likes, and the amounts of money he usually spends. If this pattern changes when it comes to Christmas you should notice it, and if not the AI could help you notice a change in the pattern. Probably it’s not the first time he buys gifts, so you could handle just the product data of the times he broke the pattern of preferences.
With this information, you would know the amount of money he or she is willing to spend, if he or she usually buys one gift or if he or she prefers to buy various small things, also you would know with his or her particular historical data at Christmas at what time he or she tends to buy (early, in black friday, the day before, etc.) and match your email marketing with it. But this isn’t all, you could even know if he or she is good at giving gifts by the product return rate of his or her presents, and recommend him or her the most sold products in order to give him or her more chance of getting it right.
This type of experience is what customer demand today, a personalized experience that differs from the rest of your competitors, and that would end up boosting your sales!
Do you want your company to move on to the next level? A CDP is the key tool that will allow you to maximise the potential of your data and grow your business. Working like the big multinationals in the market, which already have this type of software, and having control over all your data is now very simple.
Moreover, if you do not have IT or Data Scientist teams, this tool will allow you to outsource this function. And if you have them but want to reduce their workload and give more autonomy to your marketing and business teams when it comes to working with data, implementing an easy-to-use CDP would be the best option for your company. It will allow any single member of your company to use it, as this softwares are prepared for them.
Start taking control of your data today.
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