Page 6 - AeM_Oct_2018
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RESEARCH, ANALYSIS & TRENDS











































             Wanted: Customer-centric marketing ad nauseam



            Word has spread that in the increasingly digital world the   1. Personalization
            importance  of  customers  continues  to  grow  explosively
            and  there  is  general  agreement  on  the  importance  of   Personalization  is  at  the  heart  of  every  positive
            customer  relations  for  the  creation  of  value  for  a   customer  experience.  Customer  data  management
            company’s success.                                   becomes more transparent and customers expect their
                                                                 personal information to be used to create personalized
            But why do customers then feel so little about all this and   communications with the brand. Otherwise, they would
            still not have the status they deserve?              hardly  agree  to  their  storage  and  use.  The  more  it  is
                                                                 surprising that according to reports more than 50% of
            The  answer  is  simple:  all  these  companies  are  still   marketers  still  use  only  a  minimal  form  of
            product-oriented  and  not,  as  they  want  to  believe,   personalization (e.g. salutation and name) or even rigid
            customer-oriented. They are generally so busy with their   standard  templates  for  the  email  contact  with  their
            monthly and quarterly targets or the development of new   customers.
            products  and  their  planned  quantities,  that  they  lose
            sight of their customers.                            A  small  number  of  companies  have  been  able  to
                                                                 personalize content in templates block by block or even
            Some companies are so busy with themselves and their   managed  to  implement  a  hyper-personalization,  in
            processes  that  they  even  find  the  customer  a   which each individual element, for example in an email,
            troublemaker.                                        is adapted to the respective recipient. Of course, such
                                                                 a type of personalization can only be achieved if a high-
            Only when there is a poor order situation, when the self-  quality 360-degree customer view is available, that is at
            imposed  monthly  target  is  in  danger  or  when  a  new   the same time compliant with data protection laws.
            product is ready, they expect a wave of excitement from
            the  customers,  which  of  course  is  illusional  However,   Predictive  analytics  is  also  playing  an  ever-increasing
            this form of customer orientation is working ever worse.   role in personalization, for example by using next-best-
                                                                 offer algorithms to guide recommendations for the next
            In the following we summarize the priorities you should   vacation  destination  or  fashion  accessory.  In  the
            keep  an  eye  on  to  optimally  exploit  the  opportunities   meantime, even artificial intelligence is developing from
            offered  by  digitization  for  our  customer  relationships:   a  hype  to  a  real  tool  by  enabling  for  instance  fully
                                                                 automatic  A/B  tests  based  on  champion/challenger
                                                                 principles,  which  are  predicted  on  statistically  sound
                                                                 rules.

      6            October 2018 - Personalized & Customer-Centric Content Marketing
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