If there’s one phrase marketers are becoming familiar with, it’s the idea of ‘doing more with less’.
Increasingly, customers expect brands to provide them with a personalised experience, while simultaneously avoiding intensive data collection.
And in a competitive market, brands that are unable to offer personalisation with privacy are going to be left behind.
“ Marketers across all industries are facing their hardest challenge ever: new and changing personas and behaviors in an expanding world of increased data-privacy,” said Movable Ink CEO Vivek Sharma.
“They need to be able to pivot at a moment’s notice while still providing customers with the best messaging based on their behavior to win or keep their loyalty and purchases.”
Movable Ink offers software solutions that take data assets and translates them into personalised content.
The need for marketers to activate their data, while still respecting privacy, has been illustrated by the continued investment into technologies, Sharma added.
“We’ve seen massive technology investments across the industry so that marketers can more easily unify the disparate data points and create unique profiles while ensuring the security of that data—all to get stronger insights into each and every customer to drive more efficient campaign orchestration,” he said.
The ability to connect these disparate data points by using technology will help brands derive stronger insights about each of their customers, Sharma added.
“People don’t experience data, they experience content”
While there is no doubt data is a valuable asset for any marketer, Sharma underlined the importance of actually putting data to use through content.
“Marketers who haven’t been able to activate [data] to drive content personalisation are now faced with how to creatively do so and leverage what they know about each individual customer in a compelling way to generate those powerful and memorable customer experiences—it comes down to content,” he said.
“People don’t experience data, they experience content. Content is what moves us and it’s what differentiates one experience from the next. The silver bullet for marketers is being able to creatively translate relevant data into personalised content across every customer touchpoint.”