Curate By

  • Theme
  • Sector
  • Channel
  • Show All
X

Connect to

X

10 Ways Adaptive Marketers Improve the Customer Experience

Ta1c702ed59b7-ipad-820272_1920_5a1c702ed58be-6.jpg

It’s time for marketers to adapt. Whether adapting externally to customers’ unpredictable behavior or internally within a brand’s organization, the time has come for traditional marketers to become Adaptive Marketers—agile customer experience enthusiasts who take a customer centric approach to marketing instead of a channel-centric approach.

Adaptive Marketers focus on optimizing the context, speed and state of each customer relationship instead of each channel. They can simultaneously achieve a business objective while creating the best brand experience possible, regardless of the channel. And they are making it happen now.

Only Adaptive Marketers can personalize messaging in real-time—less than 100 milliseconds—no matter where and when an interaction occurs, using both historical information and in-the-moment behavior data. This is what marketers have been looking for – the opportunity to maximize every opportunity with customers.

How does it work? Let’s break it down into ten key ways Adaptive Marketers can surpass traditional marketing by converting their customer experience into their most competitive and unique advantage:

1. Opportunity Trees

Not journey maps—dynamic Opportunity Trees™ where customers control their journey and marketers create an adaptive customer experience based on the full and latest state of each customer profile

2. Adaptive Marketer Data Environment

Centralized and consolidated customer data at their fingertips; marketing-specific format for a single source of truth that they control instead of IT

3. Real-time Adaptive Customer Counts

Bypass IT and slow tools to get answers to their own questions on their own time in seconds

4. Engineered Fields

Quickly edit and add new customer data variables on their own to make sure all customer data always adapts to specific marketing needs

5. Single Event View Reporting

Holistic, real-time view of what’s going on inside their ecosystem at all times across multiple simultaneous campaigns

6. Integrated Audience Segments

Immediately turn insights into action within seconds using the same tool

6. Real-time Adaptive Email Campaigns

Email messaging stays relevant no matter what change in omni-channel customer behavior

6. Real-time Adaptive Omni-Channel Campaigns

Automate personalized messaging across the entire ecosystem that adapts to system-wide customer behavior in real-time no matter where or when

9. Real-time Adaptive Display Ad Targeting

Extend the adaptive customer experience across the internet to accurately identify and personalize customer ad experiences anywhere online

10. Real-time Adaptive Attribution

Analyze the impacts of both marketing and advertising interactions to see what it takes to get customers and prospects to convert, and the true ROI

Bob Hale is CEO of Alterian, an Adaptive Customer Experience company where marketers gain the power to maximize customer opportunity in milliseconds, allowing brands to stay one step ahead of individual customers with the right message no matter where or when they interact.

Hear more from the DMA

Please login to comment.

Comments

Related Articles

It is becoming increasingly usual to hear anecdotally of segmentation systems that are failing to perform, however, following the emergence of data science, deep learning and AI segmentation is right back on the marketing agenda.

Segmentation article 15 OCt.jpg

Have you noticed that the world is obsessed with the customer? The customer is always right. Customer is king. Customer service. Customer journey. Customer-centricity. And, of course, ‘the customer experience’, any self-respecting company’s number one priority.

It all comes from a good place. Everyone’s trying to do their best for the people who buy their products, use their services and consume their content. But perhaps everyone’s got it wrong. Perhaps this relentless focus on the c-word has lost sight of what’s behind it – a human.

HX_WEBSITE_IMAGES3 copy.jpg

The past three decades have seen a rate of change never before experienced. Penetration of the internet is now producing unprecedented volumes of data, so we must look at new marketing tools to truly understand the people of today.

Oxford-Circus_London_tourism_high-street_shopping_PA.jpg