Loving the Love Triangle of Data-Driven Communications
While a sticky situation for a romantic comedy or an interesting subplot for a teen novel, you may just love the love triangle that results from the smart segmentation, personalization and targeting of an automated and intelligent customer engagement and communications platform, sometimes also referred to as digital marketing or marketing automation
Love Your Enabling Communications Platform
Instead of your account-holder data gathering dust, imagine it working for you. Using the account-holder information you already have, a digital communications and marketing platform can automate and segment, providing targeted ads using a combination of factors such as age, gender, life events, personal preferences and buying habits to deliver the right offer to the right person at the right time and place.
The adoption of marketing automation is growing at a rapid pace as realization of positive ROI spreads. On average, 51% of companies are using some form of marketing automationalthough levels of sophistication vary. This technology makes menial tasks practical while providing valuable business analytics. Plus, it makes intelligent segmentation and multi-channel marketing a reality… you’ve got to love it!
Love Your Account-Holders
Automation no longer means “cold” or “impersonal” – in fact, it is quite the opposite. Show your account-holders that you love and appreciate them by sending relevantcommunications. Communication or offers to customers or members that do not meet a current need, do not support their life objectives, or are not even of interest, communicate that you do not know your customers, or do not care. You are indeed wasting their time and filling their inboxes and newsfeeds with stuff that doesn’t matter to them.
On the contrary, automated, intelligent digital marketing and communications help take the guess work out of marketing by creating clear patterns and segments of your larger audience. This makes each communication and touch point much more meaningful to the recipient. By combining your knowledge of individual customers with automation, you can leverage technology to achieve that critical factor of relevance for all of your communication to your account holders. That resonates and provides you the returns and results you seek by engaging them in what matters to them. You’ve got to love that too!
They Love You (And Your Communication) Back
With more of consumers banking either online or on their mobile devices, the expectations for concurrent conversations are growing. When asked whether they would rather see online ads for random products and services or ads directed toward their interests,
40.5 percent of respondents to a new survey chose the latter (targeted ads) while another 27.6 percent were content to see both.
Give the people what they want and they’ll love you for it. Communication that is relevant builds trust. By actually using the rich account-holder information that you own to target your communications across all channels, you are building trust between the consumer and their bank or credit union. Ultimately, you engage and cross-sell with positive results. It’s truly a win-win for you and your account-holders.
How can you not love that?
You own a wealth of information about each of your account-holders. Why not leverage that for an overall campaign strategy that embodies a seamless communication plan to reach each and every account holder individually? Not doing so is such a wasted opportunity!
Instead of shotgun mass marketing, show some love by taking advantage of what you know about your customers. When you are precise, deliberate and intelligent in your communications, it shows. When you are purposeful and personalized in your messaging, it shows. And we guarantee that you will absolutely love the results! Targeted ads are on average almost twice as effective as non-targeted ones. That’s huge! And IBM shared that organizations that embrace analytics are more than twice as likely to outperform their peers. In fact, enterprises that apply advanced analytics have 33% more revenue growth and 12x more profit growth.
With a hyper focus on intelligent customer engagement and marketing for the Financial Services industry, DeepTarget’s enabling communications platform plus our expertise and experience can help you show that love to your customers. And you will love the results!
