Customers Want a Personalized Experience. Can Marketers Deliver?

Share this content:
Customers Want a Personalized Experience. Can Marketers Deliver?
Customers Want a Personalized Experience. Can Marketers Deliver?

There's a revolution happening in business: More and more companies are making customer centricity truly central to their operations. They're transforming their organizations to put customers at the core— restructuring staff, reengineering processes, altering compensation plans, and breaking down silos to do it. And marketing is changing as a result, said Merkle CMO and EVP Craig Dempster when we recently spoke about marketing trends.

“We're seeing an increase in engagement campaigns,” Dempster said, citing companies in consumer goods and electronics among those firms shifting more of their marketing toward customer engagement.

Along with this growing interest in customer experience and engagement marketing is an increasing affinity for analytics, and a renewed interest in using data to drive marketing performance, Dempster noted. But all is not rosy.

“The data is there to create personalized experiences, but what are those experiences going to be?” he asked. “Marketers don't know; they haven't caught up.”

This is understandable, Dempster said, because personalization in term of customer experience is complex. “Marketers need to create customer experience journey maps based on personalization,” he said. “The customer experience needs to be consistent across channels, and need to have a payoff for both the company and the customer.”

In other words, customer experience isn't a nice-to-have; as with their other marketing efforts, marketers need specific, measurable goals for customer experience initiatives and any related customer engagement marketing campaigns. “Integrated customer experience is the next mile,” Dempster said. “But marketers need to travel that mile [sidestepping] the constraints of what exists today. They need to think differently—about silos, measurement, attribution, marketing channels—to get to tangible results.”

DMNotes is DMN's around-the-clock blog. Yes, a blog in 2016.

Bookmark this section and follow our RSS Feed here

close

Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above