Popular techniques like segmentation and personalization can help marketers connect with customers — but these methods can only go so far. Even when you meet the right customer on the right channel, if your timing is off, your message can still get lost.
Increasing visibility across your channels and using real-time data can offer marketers an advantage when trying to connect with customers, as brands gain the ability to identify customer behaviors in real time and take action in the moment.
Let’s explore how real-time data can unlock the next level of personalization and help you break through the noise in crowded customer inboxes.
Why real-time data delivers deeper personalization
Even if you’re collecting the necessary demographic data and first-party behavioral data to craft personalized messages for your customers, you need to perfect your timing to elevate your marketing performance. It’s not enough to know who you’re talking to or what they’re interested in — today's marketers need to know exactly when customers are ready to make a purchase.
Yet perfecting this timing is challenging: some teams don’t have the right tools to either capture or personalize their data efficiently. But with the right platform, marketers can seize the moment and turn their real-time data into right-time engagement. Using a modern platform that allows you to view the customer experience in real time across the journey means you can gain a competitive edge by responding to customer behaviors in the moment.
Once you have access to demographic data, plus behavioral signals and real-time insights, you can turn up the volume on personalization and elevate your campaigns.
What marketers can achieve with real-time data
1. Improve segmentation accuracy: Real-time data enables marketers to create granular segments based on intent, adding another layer of personalization beyond just demographic data and preferences.
2. Seize the moment of intent: You can see signals from customers like if they’re scrolling to read reviews at the bottom of a product or service web page or interpret intent to purchase before customers even add an item to their cart. This makes it easy to retarget them within seconds using an email, SMS, or WhatsApp message with a tailored incentive.
3. Resolve a negative experience as it occurs: Real-time data helps you immediately identify a malfunctioning feature on your website or app and reach out to a customer with a resolution in seconds.
4. Re-target customers at the right time: You can view customer sentiment changes in real time and re-engage them through personalized messaging about an item they’re interested in.
Leveraging real-time data is essential for marketers who want to break through the noise and reach the right customers, on the right channels, at the right time. To learn more about the benefits of real-time data, how to perfect your timing, and how to find a customer engagement platform that empowers you to take your campaigns to the next level, download our ebook, Real-time data powers real customer engagement.
