Digital Shadowing Mirrors What Customers Really Want

Digital Shadowing Mirrors What Customers Really Want
SHARE
THIS


What best describes you?

Targeted marketing could revolutionise the retail and utilities sectors, if only brands would use the data available to them, writes Luke Kelly (pictured below), head of digital at HBT Agency.

Luke Kelly

When I talk to marketers, the conversation inevitably steers towards feeling like they can do more with their digital campaigns. They just don’t know where to start.

“Adwords aren’t working as well any more”, they say. “What else can we do without completely revamping the website?”

And there you have it. The thinking that customers are staring into the Google abyss, looking for products to buy, devoid of any human emotion.

The truth is, shopping is an emotional experience. Purchasing decisions are better enabled when the path to buy is just as alluring and easy online as it might be with an exceptional sales person on the retail floor.

Consider the digital shadowing of eBay or The Iconic. What these brands do so well is use their data to deliver automated and personalised content to wherever their potential customers are looking.

After a quick browse of a product on one of their sites, regardless of your next online destination, they continue to remind you of those products you shortlisted – then didn’t buy (or a similar product just like it).

While some consumers use Google as a starting platform to shortlist products they like, the fast-growing majority are using peer-to-peer platforms (Facebook, Instagram) and messaging apps (WhatsApp) to discover products they might not have even been looking for in the first place.

The missing element, and perhaps what some marketers feel challenged by, is that no amount of digitisation can replace an exceptional sales person on the retail floor. After all, when a product runs out of stock, a seasoned sales professional is swift to present alternative options to a prospective customer ‘just browsing’.

I’d like to suggest that marketers working with customer data who implement targeting tools have a greater chance of success converting leads by personalising the user experience in real time when customers need it the most.

Serving relevant content to your customers that helps them when they need it demonstrates you understand what they want and creates opportunities for positive brand sentiment.

The opportunities are ripe for companies that have fluctuations in prices, are on-selling other services, or have joint partnership arrangements. Competitive offers promoted via targeted ads and content have huge potential to benefit millions of consumers.

People throw money at problems when they are under duress. Imagine you’re moving house, like millions do each year in Australia. At a time where you’re at your most stressed, you don’t really want to be ringing around trying to find the best deal on electricity, gas and water.

Imagine if, when shopping around for somewhere new to rent or buy, you’re delivered timely, relevant and helpful content that helps you not only find somewhere to live, but also serves a cache of content that gives you access to the best gas, internet and water deals, as well as a moving truck that can be booked on the spot. Does that sound a little less traumatic to you?

What if you’re interested in investing in a particular stock? Wouldn’t it be helpful to be served real-time reports of the stock market, reviews of that particular stock and updates on how the rest of your investments are faring?

In Australia, it’s still early days for automation and personalised marketing. There’s a perception it’s expensive, but I’d encourage marketers to look at it in a different way.

Never before have we had such rich data at our fingertips to help us learn about customer behaviour. If you don’t use the data available to you to help your customers and make their lives easier, someone else – automatically – will.

Please login with linkedin to comment

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]