Delivering the right content at the right moment is a vital part of obtaining – and keeping – customers
The ways companies reach and obtain new customers has evolved since the early days of marketing and advertising. Long gone are the days of spray-and-pray marketing, when advertisers would send and spread mass campaigns in the hopes of turning a few curious eyeballs into paying customers. Today’s consumers recognize a generic advertisement or message when they see it, and they’re completely turned off. They demand personalization throughout the customer experience – and that begins with a relevant, timely marketing campaign.
Through real-time targeting, companies can access the exact data they need, connect with their customers no matter their device, and create the most effective marketing campaigns possible.
Find the right data at the right time
At its core, real-time marketing is serving the right content to the right person on the right device at the right time. Of course, that’s easier said than done – especially if you don’t know when and where your prospects are shopping or the products and services they’re looking to buy. Many companies rely on common, outdated resources that only provide traditional data or predictive analytics. While helpful for establishing a customer base, this kind of information provides limited value when it comes to real-time marketing.
Enter real-time targeting. By tagging, collecting, and integrating data from online and offline channels and a variety of mobile and desktop devices, companies can get the information they need to target potential customers the moment they start shopping.
Collecting relevant real-time data
To ensure companies can reach potential customers quickly and accurately through real-time targeting, BDEX collects real-time data by:
- Accessing consumers’ recent activity and purchases (airline tickets, cars, apparel, furniture, etc.).
- Collecting data from Point-of-Sale (POS) systems in brick-and-mortar stores.
- Using geofencing technology, a location-based service that accesses GPS, RFID, Wi-Fi, and cellular data to track stores that consumers have visited.
This wealth of data from disparate sources is then integrated into the BDEX Data Exchange Platform, where it becomes unique, highly targeted, and actionable marketing information that companies can use to enable and enhance human connectivity.
Connect customers across multiple devices
Real-time targeting is not just a matter of finding the right data, however. Knowing who and what device to target is a crucial step in any effective marketing strategy.
The proliferation of mobile devices has allowed people around the world to access the internet, but it’s also made it difficult for marketers to match customers across multiple devices. To organize the wealth of data they have on their customers, companies are adopting ID graphs, or databases that hold customer profiles and all the known identifiers that correlate with those consumers. However, if the information in these databases is based purely on the probability of a user being connected to a device, the ID graph might not provide the most accurate matches possible, and since consumers are constantly changing and turning on new devices, it is a challenge to know if your device data is still current.
To ensure certainty when matching customers with devices, BDEX’s ID graph uses a deterministic cross-device matching approach. Rather than relying on probabilistic measures, BDEX uses deterministic authenticated customer information, such as anonymized log-in data, email addresses, and credit card purchases to match and recognize individuals regardless of which device they are using. With real-time information from more than 75 vetted partners and over 800 million mobile-to-email ID connections, BDEX can help you target consumers across different platforms with unparalleled accuracy.
Once companies have a wealth of real-time data and can successfully match users with their correct devices, they can create marketing campaigns customized for specific customers and channels.
Personalize and send marketing campaigns
Personalization is a key component of an effective marketing campaign and a successful customer relationship. Not only do customers appreciate personalization – they expect it. According to Salesforce, 76 percent of consumers expect companies to understand their needs and expectations.
Through real-time targeting and cross-device matching, companies can:
- Tailor marketing messaging based on behavior. For example, if a customer searched for a pair of shoes via smartphone last week, a company can send a personalized coupon code to encourage a transaction.
- Offer relevant product recommendations. Based on a customer’s recent purchases or recent search history, a company can offer similar products or other items that would complement the purchase.
- Take better advantage of programmatic advertising. Accurate, real-time data is the foundation of successful programmatic advertising.
- Encourage customers to come in-store. Retailers, restaurants, and other businesses can use geofencing technology to know when their customers are close by and encourage them to visit through push notifications, text messages, and other channels.
These are just a few ways real-time data can be used to cultivate human connectivity and enhance customer experience. By using personalization to attract and engage with their customers, companies can foster genuine relationships that lead to increased sales and stronger brand loyalty.
Though the tactic is very effective, 60 percent of marketers struggle to personalize content in real time. To aid companies in their marketing efforts and beyond, BDEX developed the Explore Data Tool, which allows companies to mine through various data sets to reach customers throughout their purchasing process – from building a custom audience to real-time targeting to post-purchase.
Thanks to more than 100 partners, BDEX analysts can search more than 1 trillion data points on every U.S. consumer across 19 categories of shoppers and more than 5,000 other categories – all designed to help marketers fine-tune their real-time marketing. Contact us to learn how we can help you advance your current marketing strategy.