The baseline for personalization has shifted from perk to prerequisite. Today, it is a fundamental customer expectation in any modern marketing touch point. Today’s digitally savvy customers demand tailored brand experiences right from the first interaction. The tradeoff? They’re often willing to share some valuable information that could potentially build conversion momentum. Therefore, the onus is on marketers to make every click count.
Decoding customer journeys
From those breadcrumbs of data that every shopper (even the anonymous customer) leaves behind—their browsing histories, digital footprints, interactions, and transactions—brands can harness not just raw data, but also insights that coalesce for creating a holistic view of the customer. Therein lies the key to truly advanced personalization.
From that single, unified customer view—incorporating demographic, psychographic, behavioral, social, and more metrics—brands have the potential to craft communications that speak to the customer on a one-on-one level, inclining them towards deeper brand engagement, and gradually moving them to conversion.
This proposition is a simple prospect on paper, but more complex in execution. Enterprises must mine attributes from a constantly expanding pool of unidentified audience data to distinguish individual customers from leads and prospects, picking up right where any previous interactions left off.
Making those connections—between the customer and the brand, between the first click and the next—is the overarching challenge. There’s little room for error or oversight. One erroneous push notification may well send the first-time visitor (or even the brand loyalist) over to the competition.
The case for the Smart Duo
It’s a relatively simple-to-implement innovation: a universal, ready-to-embed individualized, deferred deep link that can be utilized in owned, earned, and paid media marketing and a one-line SDK, a proprietary one-line code that can be embedded across digital properties.
When combined, the Smart Link and the one-line SDK form the Smart Duo.
Before the Smart Duo
Let’s take the example of a newly opened electronics store promoting its high-tech speaker series across multiple channels.
Intrigued by the store’s Facebook ad, Laurie clicks and takes a quick look at the speakers. With payday still a week away, Laurie decides not to purchase.
A week later, with bank account replenished, she returns, and is forced to browse from scratch again as if she were a first-time visitor, because the original link she clicked did nothing more than drop her off at a landing page.
The store has thus missed an opportunity to move Laurie further along the engagement cycle with a tailored offering and personalized messages. This same scenario is repeated for each succeeding customer, with no clear distinction between one individual and the next.
After the Smart Duo
Now, suppose the store had created a user experience enabled by the Smart Duo. The scenario would play out something like this:
Laurie’s Smart Duo experience is one example among many of how this unique Resulticks technology enables a more individualized, progressive experience for every customer—without having to rely on cookies. Instead of one-size-fits-all offers, the store can provide a highly contextual experience for Laurie, with products, promotions, and interactions specific to her personal goal of a healthy lifestyle. Moreover, it also makes segment-of-one attribution and continuous profile augmentation possible.
Want to learn more about personalizing each audience member’s experience from the first click onward? Visit the Smart Duo page or download our whitepaper on the technology.
Or if you’d like to see a customized view of the Smart Duo in action, schedule a demo now.
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