Getting to Know Your Customer Better in the Digital Era

Technology has revolutionized the way a brand interacts with its customers. Earlier, companies had to resort to a one-way form of communication. This type of communication was mass-produced. It followed a one-message-for-all format. It had negligible scope for incorporating the response or feedback of the customer in the communication process. Digitization has transformed this exchange. Social media marketing has created a space for the customers to be valuable participants in the entire communication process.

A Microscopic View Platforms like Google have made it possible for marketers to track the online path of particular users. This generates essential insight like how much time a particular user spent on a certain page, at what point in their journey did a customer shut the website, what kind of products did the customer click on and whether or not they ended up making a purchase on the website. This sort of data is extremely essential for digital marketers to determine what the general public is liking, what are they not liking what is helping the brand contain their regular, loyal customers.

Apps Deliver ‘Customized’ Experience Today, applications help brands understand the online behavior of their users better. This leads to immense amounts of data which can help brands determine what kind of content should be fed to that particular user. Personalized accounts and applications also generate a so-called identity of each individual customer with regard to the app. For example, for an e-commerce website, it is easy to track what kind of products are most often searched by a particular app user. With this vital information, the marketer can easily ensure that the appropriate and relevant advertisements are shown to that user on all linked social accounts. This exercise is significant in delivering a customized experience for each user.

Strategic Sales Campaigns By acquiring a closer look at the online activities and behaviors of your customers, brands can create strategic sales and marketing exercises that can sharply target the customers that are most likely to buy the product or service. With the help of big data analytics, a lot of specifics can be generated about various users. On the basis of this insight, a customized marketing model can be prepared for each individual user and this model can be presented to them at the right time. Apart from increasing the likelihood of a sale going through, the personalized nature of the marketing campaigns will create a sense of connection between the customer and the brand.

Challenges As accessible as customer information has gotten over the years, the procedure to procure this data, however, has become more and more complex. An average individual goes through over a hundred web pages while shopping for a single object- be it furniture, a car, loans or a new house. Navigating through this immaculate web journey and determining the specific interests of this person is a difficult task for marketers. Moreover, structuring of the scores of unstructured data takes a considerable amount of time. Hence, information pertaining to the users, as ubiquitous as it may appear to be, does not easily translate to marketing insight always.

Invest in a Comprehensive Approach It would be a very good idea for marketers to invest in a holistic, comprehensive approach to determining the behavioral patterns of their core consumer base. HokuApps offers comprehensive approaches to all types of businesses including SMEs. Read the HokuApps review to know more.

A deep inquiry into the online behavior of an individual, across platforms, can tell us a lot about their likelihood to buy a certain product. Moreover, marketers can take a soft approach and also incorporate the user’s general likes and preferences while marketing content to them. The overall idea is to create a long-lasting bond so that an individual will stay loyal to the brand.

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