No matter the industry, customers in the digital age are looking for tailored, personalized digital experiences. In an environment where 66% of consumers say encountering content that isn’t personalized would stop them from making a purchase – the stakes are incredibly high. As brands scramble to deliver customer-centric experiences, the onus is on marketing solution providers to empower their brand customers. It’s never been more important to invest in advanced technologies and strategies that balance personalization, privacy, and seamless integration.
Read on for key strategies and real-world examples of how service providers can help their customers unlock customer-centric experiences.
Embrace First-Party Data Collection
As third-party cookies phase out, first-party data becomes increasingly valuable. Marketing solution providers should help businesses collect and leverage first-party data—data collected directly from consumers through interactions on owned channels.
Example: Disney has effectively used its streaming service, Disney+, to gather first-party data. By tracking user behavior and preferences, Disney personalizes content recommendations, enhancing user experience and engagement.
Enhance Personalization with AI and Machine Learning
Artificial Intelligence (AI) and Machine Learning (ML) are critical in creating personalized consumer experiences. These technologies analyze vast amounts of data to deliver tailored content and recommendations.
Example: Netflix employs sophisticated AI algorithms to analyze viewing habits and preferences, providing highly personalized content recommendations. This personalized approach has significantly contributed to Netflix’s high user retention and satisfaction rates.
Develop Seamless Omnichannel Experiences
Consumers interact with brands across multiple channels, and a seamless, omnichannel experience is essential. Marketing solution providers should ensure that identity solutions can integrate data from various touchpoints to create a unified consumer profile to inform seamless customer experiences
Example: Starbucks uses its mobile app to integrate its rewards program across in-store, online, and mobile experiences. This seamless integration allows customers to earn and redeem rewards across channels, enhancing customer loyalty and satisfaction.
Prioritize Privacy Invest in Privacy-First Identity Solutions
With rising privacy concerns and stringent regulations like GDPR and CCPA, marketing solution providers must prioritize privacy-first identity solutions. These solutions should ensure data security and give consumers control over their personal information.
Example: Apple has set a high standard with its App Tracking Transparency (ATT) framework, which allows users to decide whether apps can track their activities across other apps and websites. This move has strengthened user trust and underscored the importance of consumer privacy in identity solutions.
Implement Robust Identity Resolution Technologies
Identity resolution technologies consolidate consumer data from multiple sources into a single, cohesive profile. This helps in delivering consistent and personalized experiences across all touch points.
Example: LiveRamp provides identity resolution solutions that help companies unify fragmented consumer data. By creating a single customer view, businesses can deliver more relevant and personalized marketing messages.
Foster Transparency and Trust
Transparency in how consumer data is collected, stored, and used is crucial for building trust. Marketing solution providers should promote clear communication about data practices and provide easy-to-understand privacy policies.
Example: Facebook has made efforts to increase transparency through its “Why am I seeing this ad?” feature, which explains to users why specific ads are targeted at them and offers options to manage their ad preferences.
From Insight to Action
Implementing strategies like these will help marketing service providers maintain a competitive edge in a challenging landscape. An investment in customer-centric experiences directly helps your brand customers enhance customer satisfaction but also drive long-term loyalty and business growth.
Bringing these strategies to life, however, is no easy feat. Enabling customer-centric experiences requires a robust data infrastructure capable of collecting and activating data in near real time. Go to market more quickly and effectively by bringing in a partner to power your data engine – that’s where Aqfer comes in. No matter your use cases, our powerful marketing data platform and team of data experts has the solution for you. Reach out to learn more about how Aqfer can help you level up how your company powers customer-centric experiences.