Don’t you wish you could fast track your business?

one2one

 

It’s right time to put the full power of technology behind One-to-one marketing. One-to-one marketing is a customer relationship management (CRM) strategy emphasizing personalized interactions with customers. The personalization of interactions is thought to foster greater customer loyalty and better return on marketing investment.

To harness the true benefits of one-to-one marketing strategy the key shift in strategy is to start building customer base from across all channels viz. your point of sale, customer inquiries, feedback, missed call, your website, online shoppers of your brand and even tapping into social media channels like fb & twitter.

It is important to re-enforce under this strategy that every customer is valuable. Taking this into account we need to build a CRM system that is capable of capturing customer from omni channel and start building on their information by adding attributes like transaction details, demography & social profile in the long run.

In traditional method marketers have been focused on distributing their marketing spend budget across online & offline channels as a way of one to all communication. With the advancement of information age this strategy is turning out to be obsolete and age old.

Historically even basic personalized marketing has proven that that remembering details about your customers’ likes and dislikes enhances transactions and builds customer loyalty.

But now, it’s time to ratchet it up and update the concept once again. The next big thing in our industry is going to be intelligent 1:1 marketing.

The intelligent one-to-one marketing believes in use of customer data to cluster, identify their preferences, timing of shop and predict their most probable time to engage again with your brand. This CRM strategy is driven by an assumption that every customer has their own life cycle and the data driven analytics & clustering technique is used to design a well-defined communication strategy that starts impacting this customer life cycle.

To implement such strategy, marketers will need to combine and analyze customer transaction data points plus others, from a variety of different resources, in real time. Going forward, the offline and online data points cannot be kept in silos but you’ll also need to integrate that data with even more information.

The four steps as part of an effective one-one to customer marketing strategy can be listed as

I. Capture:
Create a strategy to capture your customer from all sources with one common identifier preferably mobile number or email id. An ideal capture for each customer will be Mobile Devices + Triggers + Social Media + Point of Sale Data

II. Cluster:
Use customer data points to cluster customer based parameters like their shopping value, basket size, frequency, item purchased and demography

III. Engage:
Design the most appropriate offer for each cluster and communicate

IV. Measure:
Tracking is important to gauge response on each customer cluster as ROI

Customer One-to-One Marketing Best Practices

Do’s

  • Customer Identification:
    • Identify all possible channels where your potential customers can venture and capture
  • Opt in:
    • Get permission to opt in
  • Tag Customers:
    • Always tag all your transaction data with customer identifier preferably mobile number or email id
  • Exclusive Offers for clusters:
    • Create mutually exclusive clusters for your customer base with no overlap
  • Create smaller clusters:
    • Make clusters that contain small base
  • Targeted Communication:
    • Be Exclusive: Offer communicated should not be readily available on the website & promo mailers
    • Make your customers feel special : Cluster your customer and understand their preferences before pushing out a generic offer.
    • Don’t go overboard with abbreviations : This makes text looks unprofessional and kid stuff.
    • Use embedded links : Use of bit.ly links to allow customers seek more information on the offer & drive traffic to your website
    • Capitalize the offer in your communication message : For example, “BUY ONE, GET ONE FREE” draws the eye much faster than “Buy one, get one free.”
  • Offer Timing
    • Send messages when your customers are most likely to buy
      Ordering for food is a largely impulse decision. For e.g. for customers who only order in the dinner time will most likely respond to messages received in the evening time
    • In Store Offers : Don’t send a promotional message to customers with an in-store deal outside of regular store hours.
    • Online / Mobile App Only Offers : Review your website and mobile app usage times for intelligence about ideal times
  • Offer Value
    • Make sure every marketing message is valuable to your customer
      If your customers are willing to give you explicit permission to text them, make sure you give them something worthwhile in return
  • Common Language
    • Use of simple easy to understand words:
    • Go Regional:
    • Use text messaging lingo and shorthand as sparingly as possible
  • Lastly Respect Do Not Disturb

Don’t

  • Spam Communications:
    • Never spam your customer base with generic communication sent to all
  • Repeat messages:
    • Make sure you’re not sending the same or very similar text messages every week.
  • Send messages at wrong timing:
    • Sending a communication too early or too late in a day has high probability of rating your customer. Restrict sending your communication between general business hours only
  • Discounting for ALL customers:
    • It’s not a good strategy to send discount offer or discount voucher to all your customers. This strategy brings walk-ins initially but also starts giving a perception to your customer as a discount centric brand
  • Opt out Option:
    • Always give an option to unsubscribe from this communication list to your customers. This also shows that as a business you care for your customers
  • Opt out Scrubbing:
    Make sure to scrub the opt out customer base before every campaign to avoid annoying opt out customers with another unwanted message.