Commentary
Waiting To Wow: Three Keys To Anticipating Consumer Needs
- by Katrina Conn , January 3, 2014
The new model of contextual marketing depends on accessibility and anticipation. Accessibility refers to the technology our customers use to engage with brands (apps, mobile sites, campaign
microsites, etc.) and our permission to engage back (subscribes, likes, follows, etc.). It is anticipation, though, that separates the wildly successful marketing campaigns …
7 comments about "Waiting To Wow: Three Keys To Anticipating Consumer Needs".
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Good article, but let's look at two of those examples. With the chandelier, the best time to offer accessories such as light bulbs is on your website, as soon as a customer puts the chandelier in their shopping cart. Few people wait until they receive a reminder email before thinking about buying bulbs for their light. And re "customers who don’t care about free shipping or percentage-off discounts, but always respond to BOGO offers", you are very unlikely to have enough purchase data to recognize most customers in this very specific category. So by all means use the data you have, but try the simple things. For example offer popular items first and use abandonment emails to increase the contact rate for active shoppers.
Pete...I have to agree with you but at the same time if you are collecting data in real time and combining it possibly with historical purchasing data, if provided by the client, it is possible to further customize the shopping experienc in "real time" as we do here at Certona.com When it comes to email, whether its marketing, transactional and/or retargeting, the ability to also personalize each message with any type of asset, whether it be products, videos, banners, deals, etc is possible again and stacks the odds that they will click back into the site. The key is to personalize, based on each unique customer and not just collaborative/wisdom of the crowd filtering.
Pete, thanks for your comment. I agree with your thoughts on trying simple things during their shopping session and or within an abandon program. However the idea here, is really around the idea of starting to capture and use both deep and wide data to determine the types of offers people respond to based on previous purchase behavior to individualize the messages and experience.
Mitch, thanks for your comment. You are correct, the whole goal is to start to mine deeper data sets to further personalize individual expereinces beyond specific segmentation strategies and or lifecycle programs.
Thanks Katrina...you are "spot on" but taking it to the next level..we are the only technology that can deliver recs in "real time"...no cacheing and delivering later...has to be "real time" for a true personalized experience. If you are not partnered with a technology that can do this, then you are correct...next best is to mine deeper data sets to personalize but more on a "wisdom of the crowd" mentality.
You are spot on Mitch. The mining/analytical insights have to be determined and delivered in "real-time" to create that individual customer experience. Thanks!
Nice article Katrina.. you bring up a very sage topic and without a framework to think/act/optimize the concept gets trampled on. Certona "IS" cool and in use in more places than I can even contemplate and most retailers I've met with have used, tested or still use it today. , yet Pete as usual is giving a practioner's view that is very wise... Many don't have access to the data real-time to setup programs like this, many can't operationalize this and many don't connect real-time with email as the effort outweighs the value... I find that few marketers are really leveraging purchase data with behavioral data anywhere near realtime... that would affect "email programs"... Good bit, good discussion and there are no wrong answers here, only contextual opinions and I love posts that get the conversation going... knowing the one size need not fit all... Cheers!