Creating Integrated, Relevant Experiences Takes Data and Understanding
How exactly does a marketer provide an engaging and seamless experience? Tracking and monitoring the actions and movements of your customers and prospects and compiling important customer data will help you create the experiences that they are expecting.
But which consumers are using what devices and for what activities? What are the repercussions for marketers when they do not know this information? And more importantly, how can this awareness of potential consequences help marketers be smarter, make more educated business decisions, and create improved, informed, and targeted campaigns in the long run?
View this challenge as an opportunity for you (and other marketers) to consider how you are gathering insights across these devices and using them to test or inform marketing campaigns. It’s no longer enough to look at these devices independently; you need to look at the bigger picture and see how these devices are being used in tandem, at different points in the customer journey. This requires the ability to track behavior across devices to understand how consumers use them to browse goods or make a purchase.
Unfortunately, too many marketers rely on guesswork when it comes to tracking. To reach the right individual, at the right time, and with the right content, you need to know how consumers interact with your brand. While the advent of smarter tracking tools holds much promise for the future of orchestrated marketing campaigns, marketers need to delve deeply into the data to learn more about their audience in order to achieve success.