Today’s consumers are demanding more from their digital experiences online. As discussed in a past post, “fundamentally, a brand is a grand total of every experience, however big or small they have with you and today’s customer expects you to recognise them from their last interaction, and continue the conversation where you left off.”
However, the truth of the matter is, despite being aware of the need for a more mature digital strategy, most marketers can only dream of delivering a personalised, tailored experience to their customers. Marketers are often forced to use multiple software tools and technology to gather the data they need. This fragmented approach can make executing a cohesive digital marketing strategy a big challenge.
This blog post will we delve into this a little further and discuss how marketers can start to create connected, personalised experiences with their customers to win them over for life.
Sitecore carried out some recent research with some of their existing customers, which highlighted that they had a common and distinct context marketing mindset and approach. The term context marketing was then born, and it delivers on the promise of personalisation that every marketer seeks.
Sitecore have written about context marketing in “Data, data everywhere, but not a drop to drink.” In this Slideshare, they suggest, it begins with knowing what’s relevant to the customer based on information like:
- What pages did they visit on your website last week?
- What did they buy from you on their mobile phone when they were traveling to London yesterday?
- Are they posting on social channels now about their London trip?
“The content you deliver today can only be relevant if it takes into account the context of how your customers interacted with your brand last week, yesterday, or right now on any channel.”
Context marketing is all about being relevant and on the channels of communication that choose. An important part of this is personalisation.
With advances in today’s web technologies, users are virtually demanding a personalised online experience. Companies who create a personalised web experiences for users can foster a higher level of engagement that results in increased conversions, and can win customers for life.
With the Sitecore Experience Platform, the ability to tailor a web browsing experience to a user’s demonstrated tastes and interests is now a possibility.
The platform allows you to personalise virtually any type of website content to any user. You can provide bespoke content to users that come from a specific campaign, for example, a click from a Facebook advert or people who are associated with a specific user persona you’ve created or who have completed a specific goal, for example completed a form on your website.
By using personalisation in your marketing, you will benefit from having as much consumer data as possible. A focus on collecting, and also connecting the data will allow you to then create individual, relevant customer experiences.
Engaging with consumers based on how they have interacted with your brand, and providing relevant and targeted personalised experiences requires a platform with contextual intelligence, robust content management and omnichannel intelligence. Only then can you manage a personalised experience.
Sitecore Experience Platform
Fortunately, for marketers who manage websites that are powered by Sitecore, the Sitecore Experience Platform allows you to communicate with your audience with context – to create a close bond – by carrying on a digital conversation with your customers, at scale, in real time, across all channels.
It has been designed to turn your website into a sophisticated marketing engine. From robust web analytics to user-based personalisation, it includes the functionality that today’s marketers need to manage a comprehensive, sophisticated digital marketing strategy.
Over the next coupe of months, in the lead up to Christmas, I shall be writing a series of blog posts on the Sitecore Experience Marketing Platform and delving into some of its features, including goals, personalisation and personas, campaign management and Sitecore analytics.
If you are ready to unleash the power of Sitecore Experience Marketing or would like to know more about how to get on the right road to creating a more digitally mature marketing strategy for 2016 and beyond, contact James.firstname.lastname@example.org or call 0808-189-2044.