The other day while I was making a purchase on Amazon, the site prompted me to browse through some more products that they felt I would like as well and I did! I wonder how they did that? A little later, I was bewildered as to how You Tube knew what I would have preferred to watch next! Were they spying on me or were they simply and cleverly predicting what I wanted?
If traditional digital marketing has been your modus operandi, you have probably been doing this. You have used consumer intent signs to get insights into what your customers want, have run marketing campaigns based on that research, tracked their activities and consequently made the relevant changes in the customer experience module. But the reality of a customer journey is very different today. Customers have technology at their disposal and although this keeps them connected across devices all the time, it also fragments their purchase path due to multiple touch-points and micro-moments. As a result, there is a sense of urgency, personalisation and engagement at every step, boggling you with the distorted data and leaving you clueless about what your customer is thinking.
If you want your business to grow, you will have to make a paradigm shift in digital marketing and move beyond the usual demographics & strategizing to be a step ahead of your customers. The good news here is that it’s not an impossible task. During their fragmented digital journey, the customers are constantly dropping hints as to how they want to be served and by building an engine, you can predict their intent throughout their customer journey.