Make a fast break.
Playing basketball well requires learning and using fundamental building blocks. The same is true for creating winning mobile moments. Learn to integrate, execute, and analyze, and you’ll be on your way to mastering the game.
Integrate: Understand the other player.
To pull off meaningful personalization, you need to gather all your data in one powerful platform for a single view of each and every customer and prospect. By data, we mean demographic, interaction, behavioral, CRM, third-party, unstructured data. If you’re wondering how much data you need, here’s the answer: enough that you’re confident you know as much about what your customer’s next move will be as a defender wishes he knew about the player he’s guarding. But only 20 percent of marketers say their organizations have created actionable, single-customer views, according to an Econsultancy and Adobe survey. So here’s a chance to get a jump on the competition.
Then take advantage of all that data in a creative way to produce audience insights and innovative action. By translating data for key audience segments, you’ll know what’s most important to your customers and their look-alikes and can create customized experiences. To get an idea of what this looks like in application, read “Reimagine Remarketing.”
Execute: Work as a team.
You also need to integrate data across channels, so every marketer knows every touch that an individual is a part of — both online and off. For many organizations, data silos stand in the way. And so do email, web, social, and mobile marketers who don’t collaborate effectively as a team to orchestrate cross-channel campaigns. To combat both issues, check out the advice in “Don’t Destroy Silos (Yet). Eliminate the Problems They Cause.”
Personalize with the 3 Cs.