In today’s unprecedented times, as customers’ buying habits are rapidly changing, we need to rethink how we change our strategies to better connect with our customers in ways that are not just personalised and sales driving, but genuinely help them make better choices.
To this end, we should be reaching deeper into our clients’ first party data and harnessing the rich, often untapped behavioural and attitudinal insights to truly understand individuals’ unique and potentially challenging circumstances. We should be looking beyond what they buy, by getting closer to their digital footprint: their personal profile, their patterns of spend, the type of content they engage with, their relationship between paid and owned media, and importantly, how all this is continuously changing for each customer.
And by working as closely as ever with our creative teams, we need to translate all this into content that is both meaningful and connected across the customer journey.
And finally, to help achieve this we should harness relevant tech including ‘Dynamic Content Optimisation’ and ‘Band Language Optimisation’ to dynamically adjust design and copy to reflect customers’ continuously changing personal interests, sensitivities and channel preferences.
