Crucial Tips on the Way from CRM Segmentation to Personalization
Every business wants to have more engaged customers. But is your web-site or outbound campaign catching an eye of each reader? What if all your visitors are from different parts of the world and have entirely different interests? How to slice and dice your customer base to understand what the best way to communicate with them and satisfy their needs is?
It is interesting to see when subscribers with totally different perspectives can fall under the same segment. Today, when the world is driven by the huge amount of data, you can win from the right understanding why personalization and segmentation are potentially valuable.
So, how to distinguish those two approaches? Let’s take a closer look at them.
Segmentation represents the process of detecting groups of individuals with a common, yet broad, set of characteristics.
Personalization, on the other hand, is about tailoring highly relevant content at the most individual level.
For example, very often consumers can get misinterpreted, where the right product goes to the wrong customer. What if the market research says that your client needs a new office chair, and you come out with a new couch. The idea of using is the same, but the concept of where and how is totally different.
So, personalization is close to segmentation stripped to its roots. Rather than approaching a few large segments of customers, you can speak one-to-one to each of your clients. The process of personalization can help you to guarantee that campaigns are responsive to clients’ behaviors and satisfy their needs in most cases.
Let’s outline a few important tips why to move from segmentation to personalization and learn how to speak to individuals, not the segments:
You may often think that too much marketing content can overwhelm customers. It does not slip. Moreover, it has value. Content should be interesting and considered as a part of the product, where you can find all the answers to your questions and problems. Without relevant content, your customer may take the business to another website. And that is something no company wants to see what will happen.
Cross-Channel Data Collection
Cross-channel data is the concept of hitting the customer segment through different ways at the same time. Your campaigns may be integrated across multiple channels versus those that are simply run simultaneously across different ones.For example, you may combine the sales data from the e-commerce site, call center or store to serve up personalized product recommendations in electronic commerce purchasing. It doesn’t matter where people are shopping, products recommended will always be personalized for each one.
So, you are giving your customers freedom to shop and engage them at the same time. This relatively new view of the customer is still complicated. Implementing more experiments around both data collection and insight-driven campaign management is a great idea to get more advanced forms of personalization.
Switching to the matter of data targeting, you need to be able to identify the specific market segments within a larger audience and focus on them with promo campaigns. So, target marketing helps companies get more value for their advertising investment. Moving alongside your customers, it is great to use an automation technology to create dynamic models that can adapt to customers’ different behaviors.
So, the relevancy between ads and consumers optimizes with dynamic targeting. It means that the certain product, a customer has viewed on a website, is shown in a banner with relevant price, picture, and link to the product. As a result, when a consumer is looking for something on the website, the ad banner is automatically elaborated with the products. For example, you were looking to book a hotel in Paris but decided to come back to your search later. Next time when you are browsing, banners about Paris hotels together with a link will be seen everywhere.
Today many marketing campaigns are trying to analyze customer engagement through owned, earned and paid media. To improve your customer journey map aside from the old traditional methods, you need to engage technology to help to connect content and campaigns across various individual experiences.
This idea should be tried out in the context of social CRM. You can productively analyze data to create personalization filters and reach your audience on social media (Facebook, LinkedIn, Twitter, Youtube, Google+ and Pinterest).
Fulfill Your Brand Promise
And finally, Alpha and Omega - the Brand. It is often asked and not fully understood by many people and marketers what is the meaning of “ brand”. It is not just the logo or tagline that represents it. A brand is a promise, mission, which has to define your entire business and touch every aspect of your company. So, just because your organization applies the combination of its values and capabilities, you shouldn’t forget about creating a distinct value for your customers. Marketing data must be used throughout the whole company. Marketers should broadcast the message of brand promise where each employee, agency, and partner interacts with the client.
An increasingly challenging digital world requires marketers to look for new opportunities to interact with customers. Use that several advice above to understand the value of Segmentation and Personalization processes and clearly, distinguish the differences between two approaches. Move towards new opportunities with more customer-individual way!
P.S. Feeling like your CRM system doesn’t let you optimize customer experience to more personalized way. Don’t wait, try an automated migration system Trujay and start to use the platform that meets your needs.