Anecdotally, we know from experience that a bartender who engages with you and serves you exactly what you want is going to retain your custom for the evening, and most probably receive a big tip and a recommendation. But how does this translate outside of the cocktail bar, and into the offices of marketers? How does a Global brand achieve personalisation at scale?
The new reality of buying
Earlier this week, Econsultancy published a great blog by Jason Thibeault, on the five new realities of the buyer’s journey. Two of the key takeaways were that the journey isn’t simple and linear anymore, and the second is that you can’t really predict when – or where – your brand is going to be discovered in that new ‘cycle’. Econsultancy is a really interesting case in itself to illustrate this. A marketing research and intelligence firm, Econsultancy is also a content publisher. They produce a colossal amount of content daily, which it distributes organically via web, social and email.
More dynamic, more engaging
We have recently published a case study in conjunction with Econsultancy, looking at how they are able to automate the curation of content in their email newsletters, as mapped to an individual’s preferences. While preference centre–driven email campaigns are not new, the process by which Econsultancy is able to automate their production, employ dynamic content, as well as gain insight and actively tailor future content through user interactions is unique.
RazorSocial’s recent study showing that 1 in 4 companies adopting Marketing Automation suites, see a jump in revenue of around 30-49%. Such suites have enabled them to automatically perform advanced segmentation, based on complex datasets such as transactional and browse activity – thus enabling marketers to offer more personalized user experiences.
As we’ve discussed in previous blogs, the pros of being able to deliver a personalized user experience – a personal conversation – at scale, cannot be understated.
Econsultancy’s Chris Hipson, Head of Customer Experience agrees. “We’re well aware that things are continually changing, the one constant we see is that personalisation of information will become ever more critical as a differentiator between organisations.”
Data of course, plays a huge part of this process – and managing it, is potentially a headcount task in itself. This week at Marketing Week Live, attendees will get a chance to go through Econsultancy’s approach to customer insight with analytics guru, Andrew Hood. Focussing on the opportunities for combining online and offline data, Andrew will be exploring how marketers gain understanding of where our customers are, and also examine the holy grail of attribution.
Learn more about Econsultancy’s approach to Personalisation in our case study – get your copy here.
You can also join us at MWL to get some hands on experience on how the platform works. As we mentioned in last week’s blog, our Client Services Director, Skip Fidura will be presenting ‘People buy from People’ – an exploration into how brands can add much needed humanity into their digital communications. You can catch the presentation at:
- Wednesday 25 June – 11.30 MWL Talks (Ground Floor)
- Thursday 26 June – 14.30 MWL Talks (Gallery Level)
Check out Skip’s preview below.