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The Road to Better Customer Relationships
What will the self-driving evolution – which is predicted to free up as much as 50 minutes a day for passengers – mean for their brands and businesses?
It means that those passengers will be able to spend that new found time relaxing, working or accessing content and media across one of their many traditional mobile devices – or even through the car itself as it becomes not just a method of transportation but also the new device du jour. That’s an entirely new and very sizable channel opportunity for marketers to engage with their customers. But it also adds to the existing challenge of recognising and connecting with multi-screening customers.
In fact, research shows that only five per cent of Australian marketers say they have a single view of their customers. The resulting downsides reported are significant: marketing measurement is incomplete (66
Research reveals that 85
2. Improved targetingTargeting people with irrelevant and repetitive messages can really impact a brand’s bottom line. I know that I have been irritated after booking a hotel on an online travel site only to be bombarded by ads for hotels in that city for days, sometimes weeks after.
3. Understanding the full customer journeyWithout the ability to see and connect customer behaviour across all devices, marketers are essentially flying blind when it comes to delivering the right message at the right time. If they can master identity then they can understand the customer journey, ensuring the appropriate interaction with and reaction to the individual at each stage of the marketing funnel. For example, it becomes possible to
4. Accurate attribution and measurementAccording to Forrester Research, being able to optimise campaigns based on cross-device attribution insights can reduce cost per action by 30-50 per cent and increase ROI by 50-100 per cent. Only once a marketer understands the full customer journey can they accurately attribute the outcomes of their efforts, and use that information to optimise and inform future strategies and budget allocations. Undoubtedly self-driving cars won’t be the only disruption marketers will face in the coming years. Mastering cross-device identity will be increasingly important for brands who want to be able to target the right person, at the right time, in the right way – across driverless cars, home appliances, and the host of other platforms that we can only guess are coming down the line.
Is your organisation ready?
By/Source: B&T, Warren Billington