It’s time for marketers to adapt. Whether adapting externally to customers’ unpredictable behavior or internally within a brand’s organization, the time has come for traditional marketers to become adaptive marketers -- agile customer experience enthusiasts who take a customer centric approach to marketing instead of a channel-centric approach.
Adaptive marketers focus on optimizing the context, speed and state of each customer relationship instead of each channel. They can simultaneously achieve a business objective while creating the best brand experience possible, regardless of the channel. And they are making it happen now.
Only adaptive marketers can personalize messaging in real-time -- less than 100 milliseconds -- no matter where and when an interaction occurs, using both historical information and in-the-moment behavior data. This is what marketers have been looking for – the opportunity to maximize every opportunity with customers.
How does it work? Let’s break it down into ten key ways adaptive marketers can surpass traditional marketing by converting their customer experience into their most competitive and unique advantage:
Not journey maps: dynamic Opportunity Trees™ where customers control their journey and marketers create an adaptive customer experience based on the full and latest state of each customer profile
Adaptive Marketer Data Environment
Centralized and consolidated customer data at their fingertips; marketing-specific format for a single source of truth that they control instead of IT
Real-time Adaptive Customer Counts
Bypass IT and slow tools to get answers to their own questions on their own time in seconds
Quickly edit and add new customer data variables on their own to make sure all customer data always adapts to specific marketing needs
Single Event View Reporting
Holistic, real-time view of what’s going on inside their ecosystem at all times across multiple simultaneous campaigns
Integrated Audience Segments
Immediately turn insights into action within seconds using the same tool
Real-time Adaptive Email Campaigns
Email messaging stays relevant no matter what change in omni-channel customer behavior
Real-time Adaptive Omni-Channel Campaigns
Automate personalized messaging across the entire ecosystem that adapts to system-wide customer behavior in real-time no matter where or when
Real-time Adaptive Display Ad Targeting
Extend the adaptive customer experience across the internet to accurately identify and personalize customer ad experiences anywhere online
Real-time Adaptive Attribution
Analyze the impacts of both marketing and advertising interactions to see what it takes to get customers and prospects to convert, and the true ROI
Bob Hale is CEO of Alterian, an Adaptive Customer Experience company where marketers gain the power to maximize customer opportunity in milliseconds, allowing brands to stay one step ahead of individual customers with the right message no matter where or when they interact.