One Step Closer to One to One Personalization

by | Jan 19, 2022 | Conversion Optimization, General Marketing, Uncategorized | 0 comments


One Step Closer to One to One Personalization


PHOTO:
Robby McCullough | unsplash

Customers are in control. Anyone in a customer-facing role has seen the increasing demand for personalized experiences and the desire to interact with a brand on their own terms.

While having customers who want to interact and buy from your brand is clearly a good thing, the demand for content, products and services when, how and where customers want it has tipped the power scale in consumers’ favor. Brands need to adopt a next best action approach to stay one step ahead of their customers, and ensure their products and services are top of mind, available when needed, and positioned in the best way based on an individual’s needs.

A next best action approach means you have created systems to personalize and automate the content and channels a customer can take, based on their preference, their stage in the customer journey, and any other relevant behavioral data. In this article, I’m going to discuss three aspects of next best action approaches that can improve the customer experience.

How Automation Can Help Personalize Experiences

The statistics speak for themselves: 80% of consumers are more likely to buy from a company that provides a personalized experience, and 42% of customers are frustrated by content that is not personalized. These and other findings point to the increasing need for companies to find ways to meaningfully tailor messaging, offers and experiences to their customers’ individual needs and behaviors.

Next best action varies from simpler marketing automation in that it can provide several potential next steps as opposed to one prescribed approach, and it can approximate (or even in some cases reach) the holy grail of one-to-one personalization. The next best action may be to move further through the customer journey, take advantage of an offer based on a previous purchase, or it may be to access information that might be relevant to that individual based on their individual behavior.

Because consumers are often looking for answers quickly to solve their challenges, next best action marketing can quickly guide them as they navigate the customer journey. Being a helpful guide that is perceived as empathetic and understanding of the individual improves their customer experience.

Related Article: Understanding Rules- vs. Intent-Based Marketing Personalization

There Is No Monolithic Customer Persona

Next best action exists because customers don’t all have the same preferences, nor do they exhibit the same behaviors. If everyone acted the same, a simple marketing automation trigger could achieve great and lasting results across the board. 

But because there isn’t a single monolithic customer persona, next best action allows brands to reach individuals with more personalized offers and messaging that is appropriate based on their behaviors and stage in the customer journey.

This doesn’t mean you should throw out your audience segments and existing personas. But it does mean that next best action can allow for nuance that simpler segmentation doesn’t allow for. As we discussed before, this level of personalization is aimed at creating a better overall customer experience. Just as one individual is not exactly the same as another, one customer may have unique preferences or ways they research, compare and buy products. Providing multiple routes to accomplish key tasks in the customer journey allows individuals to find the best path for them, and improves the customer experience as a result.

Related Article: Is It Time to Rethink Your Customer Personas?

Measuring Your Success With Next Best Action

Of course, there’s no point investing in next best action approaches unless you can measure and prove they achieve your goals. These goals can vary greatly depending on your organization and your customer base, but might include anything from increasing revenue per session through personalization, increasing Net Promoter Score (NPS) or Customer Satisfaction (CSAT) during a particular part of the journey, or increasing the customer lifetime value (CLV).

The best way to start measuring is by testing several ideas or hypotheses, and determine if your assumptions are true. Multivariate testing can help you speed up the testing process. Using next best action with multivariate testing means that at each decision point in the customer journey, you can provide and test several different next steps. The learnings from these tests may provide deeper insights on individual customer segments’ preferences, or may provide you with reason to continue to provide several options to your customers.

While you can (and should) measure individual steps in the customer journey to ensure they are working effectively, a next best action approach also encourages organizations to look at the long-term CLV in addition to individual points of purchase. While individual touchpoints can be optimized, the end goal is a more loyal customer who buys more, buys more often and refers others.

Provide Customers Options to Improve Their Experience

Taking a next best action approach to the customer journey can improve both the customer experience as well as your sales and revenue targets. Next best action creates a more tailored customer experience for the individual and accommodates a larger array of preferences. This translates into greater customer loyalty, more referrals and a more valuable customer over the long-term.

Greg is a best-selling author, speaker, and entrepreneur. He has worked with some of the world’s leading organizations on customer experience, employee experience, and digital transformation initiatives, both before and after selling his award-winning digital experience agency in 2017.



Source link

www.cmswire.com

Three Key Facebook Metrics to Understand Ad Performance

Three Key Facebook Metrics to Understand Ad Performance

My fellow digital marketers – before we talk about Facebook performance metrics, please complete this short survey. Question: Why do you create new Facebook ads?A. Out of pure habit.B. Our creative team never has enough work to do.C. Because ABT – “Always Be Testing”...

14 Strategies to Promote Your Business Through PPC

14 Strategies to Promote Your Business Through PPC

Are you getting low-quality traffic through your PPC campaigns?  Are fraud clicks draining your revenue from the PPC? Is your return on investment on PPC not as expected?  Even though PPC advertising is an integral part of an effective marketing strategy, poor tactics...

Use Customer Lifetime Value to Find More of Your Best Customers

With new privacy rules continually changing the landscape of third-party data, brands are increasingly becoming more focused on understanding their current customers in order to make more sophisticated marketing decisions. One approach to this is utilizing customer...

Tips for Optimizing a Localized PPC Account

Tips for Optimizing a Localized PPC Account

Before jumping into the components of a local PPC account and why it matters, we should first define what constitutes a local PPC account. The basic definition is that it targets customers within a specific region. The strategy for localized PPC specifically involves...

How Automation Hurts Rank, And How to Fix It

Imagine you are offered an opportunity to have control of all the creative, copy, and budget in your Google Ads account (or your paid media platform of choice) put in the hands of an anonymous six-year-old user. Each day, you are allowed to tell them whether they...

Content Marketing and PPC Advertising: Better Together

Content Marketing and PPC Advertising: Better Together

While some businesses invest solely in one type of advertising and marketing, like social media, others thrive by seamlessly combining multiple strategies, like content marketing and pay-per-click (PPC) advertising. Both of these methods can give a boost to your...

Pricing Plans

MediaQuad Membership Levels

Select one of the 8 plans below that best fits your needs.

FAQs

Why wouldn't I just hire a full-time marketing team?

Great question! Hiring a full-time marketing team can be costly, with salaries and benefits easily exceeding $500,000 per year. Plus, you may not always have enough work to keep them busy, leading to wasted resources.

With MediaQuad’s subscription model, you can scale up or down as needed, ensuring you’re only paying for the services you need.

 

Is there a limit to how many requests I can have?

Once subscribed, you’re able to add as many marketing and web development requests to your queue as you’d like, and they will be delivered one by one unless you are on the Enterprise plan.

How fast will I receive my marketing deliverables?

On average, most requests are completed in just a few days. However, more complex requests can take longer.

 

Who are the marketers and developers?

MediaQuad is a team of experienced marketing and web development professionals. You’ll be working directly with our team, ensuring consistent, high-quality results.

How do I pause my subscription?

We understand you may not have enough marketing and web development work to fill up every month. That’s where pausing your subscription comes in handy. You can pause and resume your subscription as often as you need to ensure you’re only paying when you have work available for that month.

What software do you use?

We use a variety of industry-standard tools and software. If you use it, we probably have or currently use it too. Seriously, this is what we do everyday.

How do I request marketing and web development services?

MediaQuad offers a ton of flexibility in how you request services. You can request directly via our platform, share Google docs or wireframes, or even record a brief video. If it can be linked to or shared in our platform, it’s fair game.

What if I don't like the deliverable?

No problem! We’ll continue to revise the deliverable until you’re 100% satisfied.

What if I only have a single request?

That’s fine. You paid for a month’s worth of work, so don’t throw it away. Remember to submit a pause email or pause task in Trello. We’ll note how many business days you have left in your month, and you can come back when you need more marketing or web development services.

Are there any refunds if I don't like the service?

Due to the high-quality nature of our work, we do not issue refunds. However, we’re committed to ensuring your satisfaction and will work with you to address any concerns.

Need to talk first?

Schedule a call

Learn more about how MediaQuad works and how we can serve you.