As AI and data-driven marketing become more prevalent, their role in marketing campaigns has shifted from an optional, rarely used feature to a customer expectation. In the fourth annual State of Marketing Report, 52% of B2C customers said they would switch brands if they didn’t feel they were receiving a personalised experience.

To effectively market to today’s fast-paced, connected consumers, brands have to move away from costly campaigns that are manually driven, difficult to measure, and hard to predict, to real-time conversations that deliver a personalised experience to every customer.

Today’s most successful brands are taking their campaigns to a new level with real-time, context-driven, omnichannel experiences that fit within a larger, fully personalised customer journey.


Marketing in real time


Customers expect campaigns that leverage the ability of digitally savvy marketers to understand and take action based on knowledge of an individual customer and their up-to-the-moment journey with your brand.

Real-time capabilities allow marketers to deliver the next best action or conversation to individual shoppers at scale and in the moment, as well as extend that understanding across every channel — online and offline — so that every interaction between the customer and the brand is always seamless and relevant.

Brands that can take action in real time are able to meet their customers’ changing needs. In today’s fast-paced world, being able to quickly adapt is critical for brands that want to succeed.

If that sounds like a lot, you’re not alone. Moving to real-time conversations like these requires marketers to rethink old concepts and consider some entirely new ones. In the end, though, you’ll be better positioned to meet the changing needs of your customers.


Context is all


A customer’s experience with your brand doesn’t exist in a vacuum. ‘Context-driven’ experiences combine a customer’s holistic activity across channels and throughout their entire journey with their intent in that moment.

Using this 360-degree view of the customer, marketers can personalise every interaction a customer has with their brand, suppress irrelevant campaigns, and even build new campaigns based on the customer’s needs.

A truly omnichannel approach creates a seamless, consistent experience across every channel — both online and offline — where customers interact with a brand. In this way, omnichannel marketing, at its core, must take into account both data collection and orchestration. Marketers can collect and analyse real-time data in order to deliver the right messages, on the right channels, and at the right time in a customer’s journey.

Thinking beyond individual channels and, instead, approaching them from the view of an entire customer journey pays off – companies with the strongest omnichannel customer engagement strategies retain an average of 89% of their customers.


Is it all worth the investment?


In short, yes. These supercharged campaigns drive results in three key areas:

  1. Increase revenue: Campaigns that are personalised and relevant to customers are dramatically more effective than campaigns that are not. According to McKinsey, retail personalisation can boost sales by 15-20%.

  2. Increase brand loyalty and trust: According to Accenture research, 81% of consumers feel loyal to brands that are there when they need them, but otherwise, respect their time. Today’s customers are more discerning than ever before, have high expectations, and are less forgiving when brands don’t get it right. Real-time campaigns help you know when to talk to your customers and when to hold back. You’ll build long-term loyalty, develop relationships based on mutual trust, and see a positive impact on your retention and satisfaction rates.

  3. Reduce cost: Real-time, context-driven, omnichannel personalisation can have a significant impact on your marketing ROI. It has been shown to:

  • Reduce acquisition costs by as much as 50%
  • Lift revenues by up to 15%
  • Increase the efficiency of marketing spend by 10%–30%

When you understand your customers and how they interact with your brand across every channel, you can stop spending on campaigns irrelevant to them and focus on the ones that work.

Overall, real-time customer journey insights and analytics reveal where your campaigns fall short, so you can optimise your spend in areas that deliver better results. You’ll also have the insights you need to build better, more effective campaigns into the future.

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