Brands could leverage behavioural information to engage consumers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 30, 2019, 5:23 AM UTC

Keeping customers at the centre of a multi-channel marketing strategy is key.

Brands developing survival strategies for the future should think more holistically and put customer experience at the centre of their multi-channel marketing strategies. One way to do this is to offer seamless transition between devices.

That is something 9 in 10 customers consider important, as per a study cited in the article. The article also recommends that to engage consumers when it “makes sense”, companies could make use of behavioural information.

For example, for a radio station trying to get users to subscribe for a trial while they are in their cars, the brand could send them an email with ‘Yes’ and ‘No’ options. A ‘Yes’ will let the brand send across instructions to activate the trial. A ‘No’ would deliver an activation link via a text to the users for when they’re in the car next.  

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