marketing-online-content-data-future

Dreams of the future: Marketing

A peek into the future

A customer is navigating his way around the internet. On one of his favorite websites, he comes across a piece of sponsored content. Although the ad is clearly marked as such, it is not perceived as annoying or instrusive but looked upon as a piece of relevant content that is presenting a way to style clothing he’d been interested in before. Experiencing this kind of relevant targeted content makes our customer decided to give our advertiser permission to use his data for advertising purposes and to turn off his adblocker.

Enticed by an offer, the customer clicks on the advertisement and is directed to the website of the advertiser where he notices the option to subscribe to the company’s newsletter. Because the content by the advertiser has been relevant and enjoyable for him he subscribes to the newsletter, knowing that if he ever wants to unsubscribe it will be easy and the company will respect his wishes. When he receives the newsletter, he is pleasantly surprised to find it is filled with articles relevant to him personally, as if it was created specifically for him.

Made possible by data streaming solutions

Positive online experiences like above have often been facilitated by collecting, combining  & streaming relevant data for creating the best personal perception.  Let’s take a look behind the scenes on how a seamless & positive customer experience can be achieved:

  • A (new) customer may not realize it, but the way he is approached online during his customer journey is carefully planned and monitored. Campaign performance is consistently evaluated, and campaigns are adjusted dynamically to respond to customer behavior and outside forces (such as weather patterns or current events). An advertisement may even be initiated based on his behavior in real-time through marketing triggers based on streams of customer behavior data. This enables very timely and relevant marketing efforts to be performed.
  • The marketing department of the company has achieved a 360-degree customer view, based on all data relevant of him. This makes it possible to construct a newsletter consisting of content selected only for him by extensive machine learning algorithms.
  • In the marketing world of the future, customers feel secure in allowing their data to be shared by companies for advertising purposes. This is because they know their data will be handled securely and with full respect of their privacy. They also know that they can rescind the consent given for using their data at any time. This trust is facilitated by organisations adopting safe and transparent data processing practices and solutions, such as our Datastreams Platform and its consent management module.

Ready for the future of customer-friendly, relevant and valuable marketing? Read more about how our Datastreams Platform helps online marketeers here.