FIGARODIGITAL.CO.UK
s it becomes harder for marketers to attract consumers’ scattered attention, the onus is on brands to provide richer, more
useful, relevant content. But to serve users with more effective content, brands need access to detailed consumer data and, says Rob Brosnan, former Forrester Research analyst and now Senior Vice President of Strategy at StrongView, this is an approach that needs to be grounded in utility – for both parties. “The beauty of
a direct communication like email, whether it’s delivered programmatically or not, is that it’s incredibly rich. It’s equivalent to delivering a web page to the consumer which can be customised and personalised. Email, potentially, is a blank canvas. And it’s a pretty big canvas that can scale from a phone all the way up to a desktop. Email is still a very important piece of your infrastructure. Texts and other push notifi cations are incredibly important but they’re not rich experiences. Email has that, and it’s also highly personal.” The key to effective email, says
Brosnan, lies in embedding it within a broader strategy. “Welcome programmes, cart abandonment emails, trigger-based communications - these are often seen as tactics rather than as part of a wider philosophy of what a brand can do to stimulate and engage consumers. We need to look at the bigger idea: what promise are we hoping to fulfi l? What will help us do that? Look at programmatic
Rob Brosnan, Senior Vice President of Strategy at StrongView, discusses the increasingly personal nature of user data and says that if brands and marketers can be more explicit about how they’re using it, everyone can benefit
Make Yourself Useful
pieces such as welcome emails. This is marketing based on context and it needs to demonstrate your brand’s utility. Service your users in a way that’s unique to the experience they’re having.”
CONTEXT MARKETING A fi rst step to achieving that is to build “a framework of messaging around specifi c contexts.” The next step is to target users through a
dynamically personalised email, and to follow that with a programmatic campaign. “Look at all those little atoms of content that can be assembled into an email which is then wrapped round the user’s specifi c experience.” In the travel industry, this might
take the form of a pre-stay campaign alerting visitors to local amenities after they’ve booked a destination. “This is designed to meet a direct need,” says Brosnan. “A hotel that takes advantage of consumers’ needs in this way is going to drive loyalty. When we start to see all this data come in, the question is how we can tailor a number of different content atoms that can be quickly assembled. That can be very valuable to the customer experience.” As Brosnan points out, this process
requires an active programme for sourcing data. And that may involve an approach that extends beyond your trusty CRM system and
FEATURE JON FORTGANG
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