Because today’s consumers are more alert, better informed and autonomous, the marketing mix must evolve accordingly to include the idea of hyper-personalization. It’s not enough to address them by their first name. You can go even further: the content, the channel and the timing of your message can all help you achieve this level of hyper-personalization. Marketing professionals can no longer impose their choices on customers that easily. If you listen them, understand and establish a relationship of trust with them, based on a promise of customized value, you will be able to develop an optimal, long-term give-and-take relationship with them.
You must communicate with them, in a personalized manner at key times, with relevant content, taking into account the data you have about their profile and the actions they may have already taken during their customer journey. Naturally, it’s also important to check that you must send THIS message to THIS customer! And you can do all this very easily with marketing automation.
In short, if you are interested in the automation and personalization of your omnichannel communication, then you must choose a customer-centric marketing approach, keeping in touch with your consumer throughout the purchasing process. What results can you expect?
- 50% higher open rate,
- Higher ROI,
- Relevant brand positioning,
- Increased customer loyalty,