CM

The Marketing Cloud: a toolkit for hyper-personalized mobile communication

Nowadays, people are bombarded with information while our processing capacity is limited. The processing capacity of the conscious mind has been estimated at 120 bits per second *. Back in 2010, Martin Hilbert of the University of California ** estimated that “in 1986, we received around 40 newspapers full of information every day. In 2007, this grew to 174”. That is a growth of over 7% per year, so each year we process a few additional newspapers every day.

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It is no wonder we now experience information overload. As a coping mechanism, we’ve learned to filter out irrelevant data. As a marketer, how can you increase the chances of your message to pass through this filter?

Make your message relevant

Your communication needs to be relevant to the receiver. This relevancy is determined by context, personalisation, and conversation. Mobile leads the way; Customers find, compare and buy on their mobile phone. And, since 60% of all web traffic comes from mobile devices, so the journey and path-to-purchase of your customers’ needs to be optimised for mobile in mind. Using our Marketing Cloud in your marketing toolkit, you can orchestrate complete mobile customer journeys.

The mobile customer journey

Within the customer journey, your audience moves through different steps: Awareness, Interest, Evaluation, Commitment, Sale, and Loyalty. Reaching the next step, is called Funnel Conversion. To optimise funnel conversion, each step of the journey should continue within the same channel and device; mobile in this case. If you want to convert and retain your customers, you need to act on customer behaviour with the right message at the perfect time through the preferred channel.

Customer_Journey_Funnel


Marketing Cloud

Properly being able to act upon customer signals starts with gathering information and connecting data sources to one central system. This system is called a Customer Data Platform (CDP), which is in the heart of the Marketing Cloud toolkit. A CDP is a central location for customer data — profiles, personal identifiers, website visits, mobile app sessions, email responses, chat transcripts, audio recordings of customer service interactions, social media comments, purchase orders and so on — and is intended specifically for marketers to start the conversation with customers.

Everything that is personalised can be stored and added to specific customer profiles in a CDP. If it cannot be tied to a person in any way, the data cannot be added to a profile and will not increase the effectiveness of your communication. Data is personalised by using one metric as key, like email address, mobile phone number, IP-address or ticket purchase ID. When adding all kinds of different data points to a profile, you create rich profiles of your audience.

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With access to these rich profiles, you can now orchestrate and automate communication with your customers or prospects using the different additional features in the Marketing Cloud. The richer your understanding of a person is, the better you can target them with information that is relevant within the context they currently are in. And it should be a conversation instead of a marketing push, there should be an opportunity to respond, to start the conversation.

Marketing automation - automate and orchestrate

After connecting the different data sources and creating rich customer profiles, there is still no message going out. That’s where you need to put the rich profiles to work. The Marketing Cloud enables you to manage all the customer profiles and send out personalised, great-looking content with top quality reporting. It also allows you to automate your marketing communication with a workflow builder that triggers the correct communication at the correct moment. In a workflow, you can plan messages on all of the modern communication channels like SMS, RCS, WhatsApp, Apple Business Chat (iMessage), Viber, Email, and so forth.


Marketing_Cloud_CMcom


Adding mobile-optimized landing pages to your communication is a way of collecting more customer information. Those pages can be built with an easy to use WYSIWYG-editor. And don’t forget to use the consent management to get your opt-in’s and opt-out’s right.

Think big, start small, and scale quickly

Think big and see how it improves your funnel conversion. Take customers on engaging mobile journeys across every channel. My advice is to start small, and see which data sources to connect first when starting to build rich profiles. When the first things are set right, you are able to scale quickly and boost your conversions throughout the whole funnel.

Long story short, your customers are bombarded with loads of information. To reach them and improve your funnel conversion, your message needs to be highly relevant to them. A Marketing cloud with a connected Customer Data Platform, will help you achieve this. The Marketing cloud stores all your marketing data into meaningful and rich profiles. Use these to orchestrate and automate relevant conversations.

Sources:

* https://www.fastcompany.com/3051417/why-its-so-hard-to-pay-attention-explained-by-science

** https://www.telegraph.co.uk/news/science/science-news/8316534/Welcome-to-the-information-age-174-newspapers-a-day.html

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