Many of us joke about the level of intrusion from large companies tracking our data. But one thing we know is that most of us have come to rely on it. Our streaming devices have a section that suggests what movies or shows we will enjoy. Facebook’s advertisements are curated for us and man, they are usually spot on. Amazon does the same thing. So while we may think it is creepy on some level, we have become used to it and even depend on it.
So that means that consumers are looking to be known and heard. In 2021, it is ever so important to make sure you personalize your marketing.
And, after you have personalized your marketing and secured the customer, you better be there when they need and want you.
There is a new term in marketing, micro-moment. Definition: “An intent-rich moment when a person turns to a device to act on a need – to know, go, do or buy.”
Think Amazon’s Buy Now button. All I have to do is swipe!
Understanding these micro-moments requires marketers to rethink the traditional funnel which states awareness, consideration and decision.
Rather consumers are having conversations or daydreaming about something and in that moment they will look it up-to buy, to learn or to go. You must not only identify your customers but you must also identify when their micro-moments occur and where they got to satisfy those intense desires.
Here are 2 tools to help you satisfy your customers’ needs: personal and quick.
Here are some statistics from Single Grain:
63% of consumers are highly annoyed with generic advertising blasts
90% claim they find personalization appealing
80% say they are more likely to do business with a company if it offers personalized experiences
This suggests that those emails you blast out do not work. Consumers are savvy enough to understand that those are generic, even if you autofill their name. They know.
AI can help personalize your emails by segmenting your email list in a variety of ways. It can identify when people open their emails. If some on your list read emails in the morning, then AI will identify them and you can send them emails in the morning.
Ask your subscribers to set their preferences. Talk about personalization. Sending short surveys to ask subscribers to tell more about themselves can help you decide which email list they are on.
Questions regarding demographics, geographics, preferred activities and such will allow you to send an email that they will want to open because they will have had a say in it.
Getting the right email at the right time can make all of the difference.
The word chatbot does not sound personal. But we know that consumers are used to immediate responses. The internet has told us so. If I want something, I can have it pretty quickly. An answer in seconds, an item sometimes in less than 2 days.
Companies should consider using chatbots to answer consumer questions 24 hours a day. A good chatbot will know a consumer's recent interactions with the company.
Still unsure, take a look at Single Grain’s statistics:
67% of customers hang up out of frustration when they can't reach a real person.
75% of customers think that it takes too long to reach a human being.
72% of callers who reach an automated/recorded phone line will hang
If you cannot provide 24-hour live support, consider a chatbot. Leaving a customer feeling frustrated is never good. And while you may think, yes but they called at 8 pm; those are not business hours. Remember, we live in an immediate world.
A chatbot will provide some support and comfort.
These are only 2 of many solutions for a changing fast-paced world, but a great place to get started.