Marketers for many organizations are facing evolutionary pressures to transform marketing practices and processes to the always-on state of Adaptive Marketing, a new iteration of direct marketing that wants to engender a unique brand experience for individual customers.
At the heart of Adaptive Marketing is a customer-focused organization that is committed to constantly re-craft product offerings, sales initiatives and marketing tactics to match individual customer needs and wants. Adaptive Marketing is fueled by a matrix of customer intelligence analytics and maps into enabling continuously improved customer experiences.
For Adaptive Marketing to work, organizations have to transform the marketing infrastructure to accommodate the fluid requirements of being always-on. Changes are made to how media is set up and managed, agency relationships take on new purpose. Digital asset management goes to the next level to constantly dish up customer-responsive images, marketing calls-to-action and other personalized and time-sensitive content. Agile practices have entered the marketing realm — and creativity and science are now partners.
To derive right-time customer intelligence, multiple kinds of data analytics are needed to tackle the many different kinds of customer data, as well as the variety of sources for that data. Right-time analytics are now being tapped for everyday marketing decisions and to reflect the true nature of social and customer interactions: synchronizing the organization with customers, their interactions and their communications related to the organization and its products.
Data analytics and customer intelligence are becoming invaluable to point the way to marketing solutions in real time, constantly reflecting changes in customer behavior and market trends.
Personalized Customer Experiences
It may be through Adaptive Marketing that organizations have a powerful approach to nurturing positive customer experiences. Adaptive Marketing provides personalization at the experience level, based on customer data analysis to understand ever-changing customer needs and interests. Adaptive Marketing may be a more valuable approach for B2C companies, but there are lessons to be learned for B2B enterprises too.
Instead of seeing customers “in bulk,” Adaptive Marketing pulls each customer into more individualized "segmentation" as part of the data analytics behind personalized brand experiences. Product and experience personalization obviously can work well to increase customer satisfaction and the desire to come back again for more. Analytics technology, along with marketing management tools, can help provide quick responses to customer needs.
Marketing performance-related analytics and marketing management platforms are also part of the story for Adaptive Marketing, particularly using analytics to tie outcomes of marketing efforts to enterprise strategic goals and desired business results.
| Consumers are increasingly comfortable providing their information with companies they know will use it to help personalize their products and communications, or companies providing essential services such as insurance. According to a recent study in the U.K., 75% of consumers that have an existing relationship with a company are happy to share their information with it, while 62% would share their information with a company selling products or services they need. |
The Challenges of Customer Intelligence
Marketers and enterprises are now challenged to gather customer data from disparate and frequently fragmented sources. Data analysts must resolve customer identity across these diverse sources to aggregate the right data in a usable fashion to feed into analytics processes. Often, marketers are faced with tackling large volumes of data as well as multi-structured content, two forms of Big Data. Then data must be analyzed, insights derived, and decisions made as to actions to take — all of which comprise an iterative, always-on process.
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Source : cmswire[dot]com
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