DISCOVER

Every movement begins with a moment.

Consumer Insights Fuel Personalized Brand Engagement

Posted 12 January 2016 9:00 AM by Justin Honaman @MoxieUSA, @Jhonaman

While “big data” has taken much of the consumer goods (CG) industry buzz limelight in the last 18 months, consumer insights and related programs and initiatives have quietly moved up the priority list for CG execs. Why? Because consumer insights offer CG manufacturers the opportunity to develop individual connections with consumers globally.

By connecting with consumers and their households across multiple channels, CG suppliers are able to capture significant data and insights previously unavailable (or only available via a retailer). They can then use these insights to fuel direct, personalized and actionable interactions with shoppers — and to power retail-CG collaborative shopper engagement activities.

The key to fully exploiting the value of consumer insights is to leverage interactive campaign management capabilities that allow marketers to establish virtual conversations with individual consumers based on their behaviors in a completely automated and analytically driven fashion. The campaigns and promotions that resonate most are those that engage consumers in personalized, two-way dialogs at the right time, through the right channel. Event triggers are a key enabler to personalized campaign execution and are defined as consumer behaviors that indicate a potential consumer “need” and therefore, trigger a personalized response.

“Done right, cross-channel, event-triggered marketing can improve campaign effectiveness, and doesn't have to put a strain on your budget. According to Gartner, event-triggered marketing can potentially save 80% of your marketing budget.” – Direct Marketing News

Powered by the capture and tracking of consumer actions and traits across multiple touch points into a single repository of corporate consumer information, CG suppliers can now use event-triggered marketing to take personalization and consumer dialog to a whole new level. This is the next step toward achieving the vision of moving to direct-to-consumer relationships (e.g., 1-to-1 relationships between consumer and brand owner).

Achieving the best return on digital engagement is a function of both timely response and the degree of data-driven personalization. But an event for an event’s sake isn’t the point. There must be rationale behind event-triggered communications, and it all starts with the consumer — the consumer’s need. Event triggers can automatically initiate an offer or communication to those consumers who exhibit specific behaviors or combinations of actions.

For example, fully automated campaigns can be executed daily for birthday greetings. Or consumers with specific traits (e.g., family size, age of children, pets) who also have downloaded a coupon could be automatically presented with a customized offer. Event triggers are totally automated communications that execute at any frequency and for any consumer who meets all of the criteria defined by the marketer.

Any consumer action can be combined with any number of consumer traits to represent an event trigger. And because these communications are automated, they can target any number of consumers at minimal cost — making personalized (and more effective) communications with small numbers or segments of consumers cost-effective.

This capability takes consumer personalization and brand relevance to a new level for CG firms. Other industries have long had direct access and direct connections to their customers (e.g., retail, travel, gaming), and now consumer packaged goods (CPG) brand marketing teams are investing heavily in the space. It starts with a platform for consolidated consumer data, which is then exploited using data-driven (and big data-enabled) marketing collaboration tools. Event analytics are identified and pushed back into algorithms that generate future campaigns, offers and messages to consumers.

Expect an increased investment in this space in 2016 from CPG manufacturers.

Share:

Add your comment

 
 

 

Archive

Syndication

Tagcloud

#crisis #socialmediacrisis #socialmedia #digitalmarketing #socialmarketing #strategy #influencers #communication #pr #media #ideation #creation #content #planning #culture Snapchat Snap Inc. advertising marketing social media community management brand millennials authenticity Spectacles Wearables customer customer service Paid Media Podcasts Content Sponsored Ads Content Marketing #content #marketing #media #analytics #digitalmarketing #ideation #creation #production DecisionIQ strategy big data personalization Humanizeit Facebook Facebook Live Video Instagram Stories ftc guidelines social influencer social influencers social media influencers social media broadcasting live video Processing prototype prototyping user experience ux technology programming coding java ideas design visual arts mix reality mixed realities data tutorial sketch Twitter Carousel Ads Ad Exchange Programmatic FBX Disney virtual reality projection mapping RFID Tumblr Voice Tone Axure wireframing UX software collaboration Measuring Usability UX Best Practices Designing User Journeys Stop counting clicks Designing for completion Designing for satisfaction Dieter Ram and User Experience Less is more Less but better Influencer Marketing learnability user interface user-created content gaming maker editor Super Mario Maker Nintendo digital media chat bots messaging mobile applications automation F8 Mark Zuckerberg Business F8 Conference Email office agency communication Slack Facebook at Work meetings productivity Wearable tech Healthcare Experience Patient Experience Service Design Strategy Creative Moxie VR Six Flags Six Flags Over Georgia theme parks Samsung Samsung Gear Samsung Galaxy VR headset Oculus Rift Playstation VR roller coasters Dare Devil Drive Websites Web dev development digital reactions emotion analytics dislike social metrics clicks Brands Consumers CPG Retail Consumer Marketing Consumer Insights Super Bowl Commercials Football Cultural Phenomenon Game adtech martec auto-responders automated marketing Experience Design Interaction Design Ecosystem iOS Healthkit Ad blocking Forbes Condé Nast GQ interactive media ad-light hashtags hashflags audience visual emojis campaign management 1-to-1 marketing omnichannel CES CES 2016 Oculus Sony PlayStation uSens HTC special mapping hand tracking games PetBot WonderWoof BowTie Pets OTT digital distribution Netflix Reed Hastings on-demand #yearahead #2016 #newyear #2016predictions #digitalstrategy #modernism user-generated content UGC Consumer Connection Integrated Marketing Manufacturers Accessibility usability engagement rate disability awareness creative process creativity fail fast hiring ideas imperfectionist perfectionist personnel progress test and learn fast casual restaurants social media campaigns QSR social strategies in-store promotions in-store social media promotions successful social media campaigns Logos Typography Branding #CPG #Retail #ConsumerInsights #CRM #ConsumerDirect #Seamless #OmniChannel #MoxieMakers #frontierism #intelligence #architecture insight moments Unit3C FutureX lab innovation open house Q&A UnitFilms 48in48 General Assembly Non-Profit Ponce City Market Branded design technical design style guide wireframes brand guidelines Consumer Products Interactive Marketing GIF social campaign modern marketing Cannes Lions new media pop culture meme Web Accessibility QA media media buying mobile apps targeting wires Advertisers Apple Store EasyPay self-checkout app mobile payment Sporting Events Sitecore CMS delivery Content Marketing Strategy Brand Content Marketing Content Strategy Brand Content Strategy Social Content Strategy Cannes humanity what3words life saving dot Agency Partnership Agency Relationship Competitive Review Millennial Marketers email marketing omni-channel digital marketing esp email service provider process WCAG 2016 Planning Connected Omni AR Commerce Social Innovation Create Content Strategy OMMA MediaPost Internet Week TV & Video Media Planners Creative Conundrum real-time scalability Customization smartphone loyalty advocacy live streaming content democracy Open Source Node.js Cheerio Handlebars Hyperquext MongoDB Atlassian Stash PhantomJS Shopping On-demand economy Sharing economy Everything on demand Instant delivery iPhone App Amazon Now Build Automation DevOps Native Advertising Machina Forrester SXSW Machine Learning Data Streams Web search results Data Platforms ROI Instagram Purchase Behavior Like Content Consumer Channel Role and Purpose ExactTarget Salesforce Cloud Responsys Oracle Silverpop IBM Agency Culture Innovation and Technology Client Relationships Platform Partnerships Ever-evolving Digital Age geo-fencing tablet Android second-screen Austin FOMO Meerkat scaleable vector graphics Flash animation interactivity code browsers uber-savvy consumers integrated digital-connectedness Valentine's Über Bloom that Open Table Waze marketing research google music art sports illustration sculpture food green entertainment movies photography real time marketing cheat sheet smart homes vine print 3d printing street art painting fashion influencer movie billboard outdoor mobile wallet toys film halloween history space films cars anniversary
×

PLEASE PROVIDE YOUR INFORMATION
TO DOWNLOAD THE PAPER.

Error: All fields are required.
×
THANK YOU.
YOUR DOWNLOAD IS NOW AVAILABLE.