Marketing to a customer segment of one

Share this content:
Marketing to a customer segment of one
Marketing to a customer segment of one

Marketing success today requires a unification of customer information across silos, according to Thunderhead CCO Marchai Bruchey. “There's no shortage of information,” she said when we spoke recently. “There's a shortage insight from it.”

Bruchey explained that marketing leaders need to link systems of record and systems of engagement to ensure delivery of relevant, timely communications. “More and more marketers are struggling with how to meet customer where they are,” she said.  “They're trying to determine how to map the customer journey so they can meet customers at the right place.”

Often, the data to do so is there, it's just not connected in a way that enables marketers to gain the necessary insight from it. “If marketers don't have the ability to connect their data, then their customer communications are just a set of interactions, not a journey or an ongoing conversation.”

One reason for this growing interest in using data to better connect with customers and create those ongoing conversations is a similarly increasing interest in customer centricity among marketers and the companies they serve. “We're finally starting to see customer focus,” Bruchey said. “Marketing is more than customer acquisition. It's also about retention and customer value. Consequently, we're seeing some CMOs moving to become CCOs instead.”

But this evolution isn't about being touchy-feely. It's about creating profitable customer relationships and improving marketing performance through increased relevance. This means tracking and measuring the results of all these efforts to connect and converse with customers. “Are we measuring the right thing?” Bruchey asked, adding that to determine what to measure, marketers need to have clear goals. This includes knowing what offers each customer group receive and then tracking what actions customers take as a result, and when. One reason for doing so, she said, is to avoid wasted interactions. For example, don't try to sell customers something they already have. Another reason is build an understanding of customers' behavior and preferences that will help improve the relevance of communications with them over time—in a way that increase customer engagement and strengthen the customer relationship.

“In face-to-face interactions you can see customers' reactions; but in the digital world you have to use behaviors and other triggers to understand how to “humanize” interactions,” Bruchey said. “How does what we do impact the customer and the brand over the long term?”

According to Bruchey, marketers are doing well at optimizing each channel—but not conversations. And that's where the real potential lies, which is why customer data will continue to grow in importance. “‘Would I make the same decision or response if knew you what I had done previously as a customer and communicated to me based on that information,'” Bruchey asked. “‘If you knew I spent an hour on your site, how would you respond differently?' This type of insight will fundamentally change how we market. We'll no longer market to a group, but to one customer at a time.”

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

Bookmark this section and follow our RSS Feed here


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