Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Get it on Amazon (Kindle/Print)

How 1-to-1 personalisation boosts conversion

The digital marketer of 2014 is required to understand, identify and adapt to opportunities in a rapidly shifting world, which generates data on an unprecedented scale.

However, with the level of sophisticated analytical technology available to digital marketers today, they are better placed to deliver a level of individual personalisation than ever before.

There is no doubt that having the correct analytical tools in place, in combination with the right data, will enable digital marketers to develop a greater understanding of big data and provide a stable platform from which to create personalised customer campaigns.

Email continues to be the most prevalent method of customer personalisation with 92% of the survey respondents claiming to offer a level of personalisation in their email communications. This is no surprise as email marketing tools have been around for decades; but what is surprising is that a third of respondents (33%) reported that they undertake no website personalisation efforts - leaving a large gap of unfulfilled opportunity to communicate with customers in a more personalised fashion.

This is not because digital marketers don't recognise the importance of personalisation - 51% responded that personalisation is currently either very important or critical to their digital marketing efforts - so what is the problem?

The answer? Access to real-time data to drive that personalisation. The report showed that, at present, 50% of marketers do not have access to real-time data. Encouragingly, by 2016 a huge 78% reported that they will have implemented a solution that utilises real-time data in one of three forms: website specific personalisation (21%), individual level interaction data (26%) and multichannel real-time decision technology (31%).

Understanding how the modern consumer interacts with a brand across both offline and online platforms is evolving as brands recognise the need to behave in a truly integrated, omni-channel way. Digital marketers are taking significant strides toward developing their understanding of how customers interact with their brands in real-time across multiple online and offline channels and devices. Investment in the right data and analytical tools to extract actionable insight from detailed customer data will ensure that digital marketers of the future are well on their way to achieving not only a SCV, but also ensuring that they treat "always on" customers in a coherent multi-channel way.

In practical terms this omni-channel understanding and personalisation empowers, for example, a call centre representative to offer a customer credit for a high value item he has browsed online. It also enables the company to avoid customer experience mistakes - such as offering a cheap insurance quote via email when the customer has just purchased via the website.

When dealing in industries which have complex sales processes or registration processes, having real-time synergy between the online and offline environments allows brand representatives to provide a customer service based on individual preferences, actions and online behaviour. This personalised customer engagement can lead to increased trust within a brand, an improved experience and/or increased sales conversions.

When asked to look forward to 2016, an impressive 80% believe that personalisation will be key to their digital marketing success. To achieve those goals, investment is planned in both the analytical expertise and the technologies required to transform customer data into actionable insight that improves customer engagement, enhances the customer experience, increases business process efficiencies and Marketing ROI.

The omni-channel consumers of 2014 expect to have highly relevant and personalised interactions with a brand. Today's digital marketers already have the necessary data available - and are getting to grips with the tools to deliver true one-to-one personalised marketing campaigns.

Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)