Marketing to a Generation of Attention Deficit Customers

Marketing to a Generation of Attention Deficit Customers

Even before the pandemic, customer attention was at an all-time low of 8 seconds (a goldfish has a higher attention span of 9 seconds). Unfortunately for marketers, the prognosis doesn’t look great either. 

Here’s why:

At this very moment, people across the globe, irrespective of their age group, are adapting themselves to learn new ways of doing things – a  grandfather is learning to order groceries online, a teacher is gaining new tech skills to teach his students more effectively, a mom is learning her way around social media to stay in touch with the kids. 

We all are evolving with the new reality. Experts are saying the pandemic has catapulted tech adoption 5 to 10 years ahead of where it would have been had we not been forced indoors.

And this rapid influx of tech and the resultant torrent of information is going to make it even harder for you to capture the attention of your customer.

That’s why Contextual Marketing, Customer Experience and Personalized Engagement that resonates with the customer and grabs their attention is mission-critical for marketers. In fact,  86% of the buyers are willing to pay more for better customer experience and by the end of 2020, customer experience will overtake price and product as the key brand differentiator.

Marketers can achieve their goals of revenue generation and optimizing costs if they identify the right engagement strategy for each customer based on their historical data. In fact, 64% of customers expect tailored engagements that are based on past interactions.

Here are some of our feature enhancements that will help you provide an individualized customer experience.

BEE Free Integration:

BEE Integration

Email has always been the go-to marketing channel to launch a new product, promote existing services, getting new business or retaining the customers. 80% of business professionals believe that email marketing increases customer retention. Personalized and responsive emails have been at the forefront to drive business value for marketers with 59% of marketers saying that email is their biggest source of ROI. 

Capillary has always remained market-ready with its innovations and multiple platform integrations to enable brands to provide the best customer experience. The most recent addition is the integration with BEE Free email builder to create personalized emails with the easy drag and drop builder. It is convenient for a marketer to have one to one conversations with their customers with dynamic content.

The benefits :

  • Engaging customers with personalized emails
  • Driving higher CTRs with the relevant content for each customer

Segment Automation:

Advanced Segmentation

The first step towards exhilarating your customers with an amazing experience is to group your similar customers into segments based on demographics and behavioural factors. Different customer segments could be: a loyal customer segment who has not transacted in the past 45 days, a customer segment who has availed a particular discount offer, a segment of customers with a transaction value of 10k in the past 3 months. These customer segments can then be used to target the customers with the right offer that resonates. 

Capillary has an effective segmentation engine to collect data, segment the audience, and track their performance to improve campaign effectiveness. It has made an enhancement to increase a marketer’s productivity with the new segment automation feature. You can now automate the process of creating and updating customer lists without any manual effort in Insights+. 

The benefits : 

  • Increase the productivity of teams
  • Time saved with automation

X-Engage 

X Engage

Customers associate brands with the experiences they provide. With customers using digital mediums for buying groceries to furniture, digital experiences have gained more prominence than ever before. Targeting your customers based on the actionable insights gathered from their data using AI technologies can reduce the information overload faced on multiple channels. Identifying the right channel where customers would prefer to talk, respond and transact with a brand is where they should be engaged to get the best results. Companies that successfully engage their B2B customers realize 63% lower customer attrition. And they also achieve a 55% higher share of wallet, and 50% higher productivity.

Going beyond formal communications and developing emotional bonds is what a consumer of the 21st century is looking for. Knowing your customer to enhance their experience on their preferred channels is what they like. Capillary X-Engage is an AI-powered feature to solve a modern marketer’s dilemma of targeting the right customer on the right channel. It automates the channel mix based on the shopping patterns and past behaviour of the customers to arrive at the channel where they are most likely to respond to and transact. It can be enabled within Capillary Engage+ to deepen customer relationships by engaging customers in the most efficient way. 

The benefits :

  • Higher hit rates with individualized messages on the preferred channel
  • Increase ROI by optimizing marketing spend on campaigns

Conclusion

Automation and AI are the two best friends every marketer must have to scale the business and keep his customers happy and satisfied. Right technology clubbed with a well thought of marketing strategy can enable brands to provide an unforgettable experience and enhance customer loyalty.

Isn’t it high time to embrace these features and create powerful customer experiences? Get in touch with us now!

From Like to Love: Build Closer Customer Relationships

From Like to Love: Build Closer Customer Relationships

Customers have always been the focal point for marketers to devise key marketing strategies. This focus has only intensified in the present time when brands have to be more empathetic to understand the changing customer mindset and shopping habits. Using data and analytics to understand these trends and providing unique customer experiences is the need of the hour. 78 percent of frontline employees report that their leaders have made customer experience a top priority. 

As customers become more adaptable to change and shift to online experiences, marketers need to constantly evolve their ways of communicating and engaging customers. Digital engagement can pave the way to embrace the new reality, form an emotional connect with customers and maximize profits. As this is likely to become a permanent customer behaviour, retaining brand loyalty and optimizing costs should be the top priority for brands. 80 percent of companies believe that their core business model should be digitized to remain economically viable.

New Product Upgrades & Enhancements 

Here are Capillary’s key features that can help marketers use changing customer trends to understand their customers and build deeper relationships : 

Audience Reporting

In the constantly evolving marketplace, one of the topmost priority areas for marketers is to keep a constant check on the dynamic customer insights. The first step towards getting there is understanding consumer patterns with data-backed analysis. With data and analytics, marketers can anticipate the expectations of their customers and engage them with the most relevant offers.

With Audience Reporting, garner deep insights about customer behaviour and shopping patterns to improve the campaign effectiveness and increase the chance of getting high hit rates. Marketers can now get automated reports in EI before, during or after sending out a campaign. The segmented audience lists can be used to compare performance and use these insights to set-up campaigns. Choosing the relevant offer for each customer based on these insights can enrich their experience.

Benefits:
  • Pick the right offer for each consumer to maximise customer spend
  • Improved productivity with a reduced go-live time for campaigns by 50%
  • Easy to build reports with a simple & intuitive UI
Use Cases:
  • Track the behaviour of customers included in a list during the campaign lifecycle (before, during and after the campaign) to analyze the performance of campaigns
  • Comparative analysis of the current year with the previous one for a list of customers during a particular sale or festive season

Loyalty Tier Management

The whole marketplace is evolving in sync with the changing shopping behaviour of consumers. A huge number of consumers earlier preferred the touch and feel aspect of traditional retail to make important purchase decisions. Now, the focus has shifted to receiving a great contactless experience. This has pushed marketers to rethink their strategy and use digital mediums to keep their consumers informed and engaged.

Marketers can use these changed habits to offer consumers a gaming-like experience while communicating important information of tier upgrade/downgrade of loyalty programs. This can encourage shoppers to spend a little more to retain or upgrade their tier. The goal to reduce losses and optimize costs is also taking a center stage in the new reality. Marketers can identify the low spending consumers and reduce their loyalty benefits with a downgrade strategy. Recognize your best customers with industry-specific metrics and qualified loyalty engagements based on marketers’ criteria through tracker support.

Benefits:
  • Engage and encourage customers to make more purchase
  • Reduce costs for business by downgrading liable consumers
  • Flexibility to set industry-wise tier criteria
Use Cases:
  • Use trackers to set a tier management strategy for each industry. The metrics could vary –  for Hospitality, it could be room nights and for Fuel retail, it could be the volume of fuel purchases
  • Customers who can upgrade to the next tier by making a purchase for a smaller amount could be informed about it using gamification

Deeper Personalization

Consumers are moving more towards digital and are embracing digital channels to learn, communicate and shop. This new trend has increased the pool of customers who interact with messages on various channels. Marketers should leverage this to their advantage by sending relevant and contextual messages which strike a chord with their consumers.

With Capillary’s personalization capabilities, brands can now recommend products at the right time of the day, based on the purchase behaviour of customers. Knowing your customers’ changing preferences can come in handy to enhance their online experience. The current trend of customers’ preference of making purchases from nearest stores can be used by marketers to incentivize customers with the best offers based on their propensity to shop from a particular store.

Benefits:
  • Improve your ROI with 1:1 targeted messages
  • Enhance your customers’ online shopping experience
  • Connect on a personal level by understanding their preferences
Use Cases:
  • For a customer who prefers to buy casual wear from your brand, sending the right offer on work from home collection might entice him/her to shop
  • A personalized, time-bound offer can be sent to a customer on Tuesday if he/she prefers shopping on Wednesdays. This creates a higher top of mind brand recall that can increase the chance of engagement and conversion. 

Conclusion

This is the time to build trust, loyalty and win your customers’ hearts by developing a more personal relationship. Show them that you care by understanding their preferences, engaging them with the right information and delivering unique online experiences. And that’s how you will create a brand identity of being the most loved brand for your customers.

Interested in exploring these solutions? Reach out to your Customer Success Manager or contact us