Marketers should invest in multi-dimensional personalisation approach

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 30, 2020, 6:27 PM UTC

A recent PwC report found great individualised experiences allow brands to charge up to 16% more on products and services while also increasing customer loyalty.

This piece states the seamless transition from one channel to another is the baseline expectation of consumers. Leveraging MDP (multi-dimensional personalisation) across tablets, smartphones, desktops, and human interactions can help brands deliver convenience and speedy service to its customers.

Customer needs should be determined through a centrally defined organisational approach and a single view of the customer. The author contends that a sound MDP strategy should be part of the overall marketing ecosystem, which include customer data platforms and real-time interaction tools.

Companies should ensure the personal data that consumers provide is effectively used to develop a customer-brand relationship. Businesses should further ensure their solution is scalable, extensible, semi-autonomous and analytically driven.

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