The right data is essential for actionable customer profiling, analytics, and decision-making— actionability as the key differentiator. Centralized data management platforms that aggregate and harmonize data from multiple sources in real time are even more critical as marketers navigate new marketing trends.
3. Marketers are betting on personalization
Personalization is the new marketing mantra, but what that means can vary. A lifecycle approach is evolving as more than half of marketers (57%) aim to deliver personalized content throughout the entire customer journey—not just the journey to becoming a customer.
In fact, marketers are more likely to personalize dental email list content for the customers they already have, including customer support and retention content. But they’re not forgetting about their prospects, either. Effective personalization, while a work in progress for many, requires cross-channel recommendations.
Let’s say a customer recently browsed your website. Based on that history, they later receive an email promoting a new product , followed by a social media ad featuring the same product. Suddenly, you’ve created a connected, personalized experience across multiple channels.
The challenge of implementing cross-channel personalization is not just the ability to access reliable data across all of these channels, but doing so consistently across the channels that customers prefer.
And there’s a big difference between how the highest and lowest performing marketing teams are adapting. Low-performing marketers are fully personalizing on just three channels, compared to five channels for moderate performers and six channels for high performers.
What Better Personalization Means for Marketers
When marketers personalize across more channels , they tailor their messages and interactions to what customers want—and where they want it.
Doing so creates a more consistent experience for customers, strengthening brand relationships and increasing the likelihood that they will continue to engage and convert.
Adopting AI and machine learning algorithms can help automate data analysis and segmentation. This allows you to gain actionable insights and provide your customers with a more personalized experience, no matter where they interact with your brand.
New marketing trends are driving marketers’ progress as expectations around data and AI rise. Marketers continue to discover what they can and can’t do—and how they can make this technology work for them.
However, what fuels this new era is still the same: building solid relationships that add value to both the company and the customer.