Angel Jones recently told us that she has a dog.
She loves watching dog videos, especially videos about making homemade food for dogs. She searches for and reads articles by veterinary nutritionists and visits sites that explain how to make dog food.
Naturally, Angel is often targeted with dog food ads. But, she hasn’t bought dog food in more than five years! She only serves homemade food to her very lucky dog. Angel is a victim of mistargeting.
Are dog food companies supposed to know that Angel doesn’t buy dog food when her online activity deeply suggests that she does?
Are brands supposed to be clairvoyant? We believe the answer is: Yes!
Brands need to understand their customers’ needs, their true interests, and their underlying motivation. In real-time. And offer relevant content. Customers demand that brands read their minds. Worse, one small misstep can erase loyalty faster than you can say, “Unsubscribe.”
Customer Data Platforms (CDPs) are like crystal balls: They stitch together all of the data points your marketing tech stack collects, apply machine learning and behavioral analysis, and build accurate, actionable customer profiles. They create 360-degree views of customers to get the full picture about what each customer truly seeks and make it possible to predict what customers really want. They deliver a path to personalized, individual offers.
Uncovering what your customers – or future customers – are truly interested in learning about is more than half the battle. Using a CDP enables marketers to deliver personalized content that endears audiences to their brands.
Back to Angel. Dog food companies are wasting their ad dollars on her. They could be interpreting Angel’s engagement with more precision and delivering offers that are relevant, such as dog food cookbooks, nutritional supplements, or other dog-related gear. If they understood her needs, they could offer something she wants or better yet, opt to not market to her at all!
If you’re ready to read your customers’ minds, we’d love to show you how Lytics can help. Take 15 minutes and watch one of our Snack Break webinars to learn more.