Marketing and advertising are first and foremost communication. How do you reach your customers? What message do you place? How do you bring users back to your brand again and again?
This form of communication in modern online marketing thrives on a lively Omnichannel Communicationthat provides a consistent and targeted experience for customers at all touchpoints with your company.
Any Touchpoint provides an opportunity for your company to build a bond with visitors to your website or customers on the support hotline. To ensure that this experience doesn't start from scratch every time, throwing customers under the bus or exposing them to repetitive messages, you need unified data collection.
With the help of a CDP (Customer Data Platform), you can not only collect and merge data, but also use it for a targeted approach in omnichannel marketing use. In this guide, we will show you exactly how a CDP works and why it is essential for your omnichannel communication.
What makes a CDP so indispensable and how do you use it for more personalization?
In principle, a Customer Data Platform just a digital lever. If customers go to the café every morning on their way to work, sooner or later the owners will also know about their preferences. The advice gets better, the greeting more personal, and the offers more refined until, finally, every visit becomes a customized experience.
Customers and companies do not have to do without this kind of service if strong strategies for targeted omnichannel communication are developed.
Omnichannel moves User at the center of the experience and, due to digitization, this has now become a basic requirement for many conversions. Customers want to decide for themselves whether to engage with your business on their smartphone, on social media or in-store. A seamless experience can help your business build more loyalty and brand loyalty here - a broken communication, on the other hand, that frustrates users offers a potential drop-off point with every encounter.
At this point it is once again important to distinguish between Multichannel and Omnichannel Communication to differentiate. Multichannel strategies rely on as many channels as possible to confront potential customers with a message and to interact with them. Omnichannel, on the other hand, puts users in the center and builds a personalized campaign around each user. It goes without saying that this is hardly possible with a humanly unmanageable number of leads, conversions and unique visitors.
A Customer Data Platform provides the key to delivering this personalized service at scale.
A CDP provides for all data sets really personal experiences and helps your organization bring the data together and make sense of it.
Away from the clientele, towards individual customers
CDP software collects a variety of data relevant to your business and can, for example, provide customers with a Customer Lifetime Value or make predictions based on existing data in order to optimize your Return on investment to optimize.
Relevant data includes, for example, previous transactions, behavioral data, or demographic analysis to provide a 360 degree image of your customers. Of course, to do this, it's important that you can really summarize the data. You need to get to know your customers on all channels in order to create a Single Customer View to be obtained.
The Single Customer View describes precisely the all-round view, the big picture, so to speak, and is put together like a jigsaw puzzle from different pieces of data from different channels.
Once you have this single customer view, you can let your communication tools access it to arrive at tailored omnichannel communication through clever segmentation and personalization.
In practice, you can think of a CDP as a mix of Customer Relationship Management and a Data Management Platform introduce. While CRM systems collect customer data through your company, DMPs aimed to provide advertisers with the right data sets for campaign planning. A Customer Data Platform takes this one step further and is specifically designed to Omnichannel Communication aligned. Even the smallest first-party data can complement a larger overall picture and shape it into an individual persona.
Individual Omnichannel Communication with CDP
Access a Customer Data Platform back through which you merge records, you create the foundation for consistent, personalized, and brand-loyal communications.
The Consistency and uniformity makes all the difference between a multichannel campaign and communications that are brand consistent but disconnected for potential customers and a truly customer-centric omnichannel experience.
Streamlined omnichannel communication is also important because you can no longer assume a linear customer journey as the basis for conversions. Instead, you should consider every touchpoint and micro moment as a potential driver of conversions. These micro moments include, for example:
- I-want-to-know-momentsCustomers search for information online or use their smartphones to research campaigns they have seen on TV, in print or on posters.
- I-want-to-go-moments: Customers use Google search to find out who offers suitable offers in their area.
- I-want-to-do-moments: Customers are looking for tutorials, inspirations and mood boards, the ideal seam for customized Content Marketing.
- I-want-to-buy-moments: A final search just before deciding to buy, to compare last offers online or consult reviews and reviews.
Well-functioning omnichannel communication has not only proven useful for generating unique customers, but also for Above all, increases customer loyalty. Customers remain loyal above all to those companies that communicate with them on a personal level and at eye level.
A Customer Data Platform offers companies not only data, but value
In digitized and digital enterprises, customer-centric thinking requires data-driven work in order to individual experiences for any number of customers to be able to offer. But the goal of combining data via a CDP and optimizing communication is not an optimized return on investment, but a better connection to customers.
Users of an app, customers in the retail store and fans on social media need to feel recognized, they need a trusting and familiar relationshipto understand companies not only as commercial entities, but as emotional brands. Positive and personal experiences are the best advertising tools in omnichannel communication - after all, we all love to share our joy with friends and followers. Of course, this also applies to negative experiences - one more reason for excellent omnichannel communication.