| |November 20219mediated tools is critical to harness your investments on the data platforms. That brings us to the next topic on customer data platforms.Brands are now owning their Customer Data Platforms (or first party data) rather than going for syndicated research data - newer streams of data that can be fetched with localization, personalization coupled with Machine Learning predictions give an unprecedented opportunity to sharpen context sensitive, locale sensitive, time sensitive marketing problem statements, solve for them and make a positive sales correlation. Connected Marketing Data ecosystems are going to redefine the digital data footprint of the customer significantly. With 5G and combination of social, augmented capabilities, communication between devices, and more, a big game changer is in the offing to the way we attract and engage customers.While we get carried away with the technical upsurges, important to keep the PII (Privileged Identity Information) in your design of the solution, especially when we are looking a trace, ethnicity, gender and such aspects. Not being diligent about this has created nuisance for many brands. This is also critical to build trust on the brand and probably going to be one of the biggest challenges in the coming years to stay guarded.When it comes to `Conversion', most big brands have taken advantage of excessive Digital consumptions over the last 18 months of stay at home work culture and invested heavily on paid searches, Social Ad plat forms and many more, but the results as per published reports is quite underwhelming - Paid Searches only get a marginal increment in conversions (1 percent) over organic searches. Besides, the over arching trend is that most customers are going directly to consumer platforms (Amazon, Flipkart and many others) to research about the product. This type of inbound marketing insights needs to be integrated and curated into your Customer Data Platform for maximizing returns on Ad spends (ROAS). While we do this, let's not forget the basics of web experience - SEO (Indexability, Metawords and many others), Page load times (requests, speedsize), Mobility (Tap targets, fonts and many others) and last but not the least Security.Switching to retention and growth, the stakes get higher here and much closer to that moment of truth. Today, the Brand promoter - detractor ratio is in multiples of 10's or even 100's as opposed to one detractor erodes 1 or <1 promoter world of the past. This is primarily because of low cost of switching and every marketing technology element has to harness this data into their data platforms in the most measurable way. Using NLP for social listening data besides hard down trade/never returning customer data should very much be a PMM or `predictive metric that matters'. Ability to groom the customers' asks in quickest time possible with smallest amount of data to get the best fit in a frictionless manner is an absolute non-negotiable in any platform/products.To summarise, access to Digital Tools has been a great leveler for marketers to succeed irrespective of their size and provides competitive advantage to those who best adapt. Creating Process frameworks in tune with your organization culture, consumer centric platforms and then choosing scalable products would be critical to create the winning recipe for valued lifetime growth with your customers.Connected Marketing Data ecosystems are going to redefine the digital data footprint of the customer significantly
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