I like being listened to and understood. It’s great when companies go out of their way to understand me and to give me exactly what I want… sometimes before I even know I want it. But as a marketer, I know just how hard it can be to make that happen.
One-to-one marketing is a wonderful way to get more value out of current customers—and win new customers.. But starting a new marketing initiative can be hard, and a lot of marketers don’t really know where to begin. So here are three things I think are important for a successful one-to-one marketing strategy:
• First, make sure you have the right people. I thought this was really interesting… IDC recently released their top ten predictions for 2013, and high on the list was the fact that CMOs need to make sure their teams are good at data analytics. Here’s how they put it: “Starting in 2013, after the CMO realizes that he or she does not have the skill sets in place for data analytics proficiency, 50% of new marketing hires will have technical backgrounds.” That’s a huge shift! And it makes me wonder how many CMOs are actually doing it.
• Next, put the right processes in place. Teamwork is the key to success here. We marketers need to work with others across departments to make sure customer data is being put to good use throughout the company. That means personalisation needs to happen whether it’s a marketing campaign, an order management process, a customer service call, or any other way we contact the customer.
• Be sure to get the right solutions for the job. The wrong technology tools will cause you a lot of trouble. You need a solution that can combine web, digital, and mobile analytics data with real-time marketing action like email and site personalisation. You also need to be able to access all of the digital analytics data that visitors provide by their behaviours, and you need to translate that insight into action.
Of course, this is just the beginning. There are lots of other things to think about – privacy issues are a big concern. Your customers should be able to opt out at any time. One-to-one marketing can feel like personalised service, but it should never be intrusive or unwanted.
If all this sounds great, but you don’t know if you’ve got the budget, here’s my advice: Try to have as little impact as possible on IT. Start small, prove the value of your programs, and then get the funding for bigger projects. Maybe try a one-to-one mobile strategy, where you send a relevant message to a customer (who you know a lot about), at the right place (through location-based services) at the right time (when they’re near your store). Try it. Test it. And be sure to set up metrics that measure the results.
So, what are you doing to personalise your marketing? Please share with me your success strategies and lessons learned.