When technology is at the service of marketing, businesses benefit from better consumer knowledge and the capture of their data to manage, analyze and use it to respond to their needs with timely information.
Industries today are challenged to move from data capture to:
- Manage what they know about their customers and potential consumers.
- Classify the information.
- See the qualities of the records and transform them.
- Go from figures to interpretation.
- Segment your audiences.
- Create differentiated value propositions and communicate them effectively.
- Implement more targeted plans that create experiences, motivate and facilitate their actions.
For this reason, according to Eva Patricia Fernández, producer at Creta Producciones and trainer in big data and digital strategy, beyond knowing how many people see, follow or like a brand, it is valuable to know how the people who are behind these actions, who is in their immediate circle, what is their lifestyle, how they behave in other scenarios, what they believe in, what they talk about, what they need, among other factors that will lead to a new relationship in which consumers are no longer as loyal, but they do recommend the products and services they like to other people.
This way you can transcend to new interactions with your audiences
Have a business goal. The world says “no” to marketing strategies atomized in technologies and to channels without clarity in the indicators that must be impacted; on the contrary, it says “yes” to well-defined challenges and executed in an omnichannel manner. This can be done for one or several customer groups based on segmentation criteria and other business rules.
Define data sources. They may be:
- Filling out physical and digital forms.
- Visual registration through sensors, labels, cameras.
- Behavior maps.
- Social media analytics.
- Geolocation such as IP records, access data and information consumption.
- Maps of value relationships (friends, followers, groups).
- Wareables that capture data through clothing, glasses, watches, tattoos or bracelets.
- Cookies to know, for example, screen times, reading habits.
- Records of consumption of applications and networks, among others.
The best example of the staging of technology for data capture and the memorable experience is the Amazon Go store in New York, where the user, simply by scanning his mobile at the entrance, purchases the products without going to the store. checkout, or interact with a human being. Your purchases are recorded and charged through cameras, sensors and artificial intelligence.
Manage the data. You can extract, load, merge, transform, save, retrieve, traverse, and most importantly use them to target actual and potential audiences. This was done, for example, by the Spanish soccer team Getafe which, given the low attendance of spectators at its stadium, created the Getafinder application to find a partner. The app allowed it to capture a large database, increase attendance at matches by 32% and renew 92% of its subscribers to 11,500 people. Individualized communications, chip cards, 3D visualization of the view of the game from stadium chairs and mobile season ticket sales also had an impact on the results.
Store. Identify where to take the information so that it is secure and accessible. For this, there are data warehouses , data lakes and other tools with different capacities, processing, support, agility and assurance. The key here is being able to access the information in a comprehensive and timely manner to enable the strategy in real time.
Data strategy, the next step. It consists of activating the data in a business sense. For this reason, companies such as BBVA and Telefónica created the position Chef Data Officer to support the strategic, operational and tactical decisions of senior management. It is not just defining a plan, it is also having the necessary tools and architecture to execute it.
Develop content, stories, and media for each segment, or even for each individual. For Heineken, a communication must be created with a central message that is delivered in different ways to various audiences. It suggests the formula 80% – 20%, in which the highest percentage is the common message and the rest is dynamic content according to the preferences of each segment or person. It recently did so with a precision marketing strategy , in which travelers to Amsterdam were identified and offered a beer that was made 30 days prior to their arrival, information was sent to them on the artisan process of the drink and, upon arrival, a guide map of the city built according to the preferences obtained from your data and social networks.
Implement technologies at the service of marketing and e-commerce. Sell more and better by taking advantage of that value relationship that is created with the public. Totto, considered one of the best virtual retailers in Colombia, created a digital sales strategy that involved renewing its web platform so that it had greater capacity, design, usability, and checkout .
“The digital revolution today ranges from social networks, mobile devices, analytics and the cloud , to DARQ technologies —for its acronym in English— that integrate four new trends: distributed ledgers, artificial intelligence, augmented reality and quantum computing” , emphasizes Eva Fernández.
As these tools reach the necessary maturity and convergence, companies will need to expand their capabilities to create intelligent, highly personalized experiences that help shape the lives of their customers, business partners, and employees.
Three technologies that you can implement in your business
Automated Marketing: Software that integrates databases, email strategies, and measurement and personalization tools with greater agility and increased ROI.
Precision marketing: capture information from contacts based on their online behavior , to segment and impact them with content and personalized campaigns automatically.
Artificial intelligence: tools that adapt in real time to the behavior of users with data interpretation, process improvement, personalized attention and data management.
In Chain we transcend
We accompany organizations so that their technological transformation and their marketing processes impact the interaction with their audiences and thus reach more and better clients.
How do we do it?
- We enable marketing strategies with solutions that provide a superior experience with a good cost-effectiveness in communication and strengthening relationships.
- We develop services that, based on customer knowledge and the intensive use of data, allow you to communicate effectively and achieve the results set for your company.
- We improve the effectiveness rates in communications to retain, recover and increase customer purchases.
- We have technological and operational capabilities to perform data analytics, enable corporate strategies and turn them into effective communication actions.
- We understand consumer actions through individualization and customer journeys to measure and execute impact actions.
- Eight million Colombians contacted month by month in omnical strategies.
- The ability to design and execute campaigns and communications with more than 256 variations or segmentations that individually impact our clients’ clients.
Manuel del Corral Restrepo
Market Business Development Manager