As marketers our efforts are centered on engaging consumers to drive revenue. In today’s digital environment, we know consumers’ preferences have shifted from receiving coupons or earning rewards to expecting personalized experiences. Why? Because consumers can now connect with brands in the moment when it’s relative to their needs.
Data-driven marketing is like a three-legged stool. It symbolizes three marketing levers working together: offer, creative and audience.
From working with marketers across multiple industries, I often hear, “Well, I know my customer’s preferences in the mobile channel.” But what does this mean for email, social, off-line, etc.? Marketers need to shift their mindsets from treating customers as if they have ‘separate channel personalities,’ to offering personalized, individual experiences no matter what the channel.