Combine emotional intelligence with CRM and media data to personalise CXs

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 05, 2022, 12:05 PM GMT+0

Instead of investing in first-party data to enhance personalised marketing, focus on providing personal customer experiences (CX) across channels.

Businesses should offer personal experiences across channels, as consumers today assess companies based on their overall experiences. For example, poor personalisation efforts prevent 63% of consumers from purchasing from a brand.

A combination of paid media, interactions across digital platforms and technology like blockchain and the metaverse can help brands provide holistic personal experiences without data-based ads. Marketers should leverage CRM and media data and use emotional intelligence to understand prospects and deliver personalised CXs.

Ensure all systems and media buying channels, like mobile apps, desktops, in-store POS, and more, are aligned and connected to acquire first-party data and craft tailored experiences. Incorporate customer experience management tactics with a strategic marketing approach to deliver tailored CXs.

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