Data-Driven Decisions: How MarTech Helps Brands Transform Member Engagement

Contents

1. Maintaining customer relationships: 6 tips for member engagement
2. MarTech digital marketing tools find prospects and build customer loyalty
3. Choosing a MarTech platform: 4 things to consider
4. From “how do we get customers to buy” to “what do customers want”

As cookies are phased out, ad tracking and personalized marketing face new challenges. This is when MarTech (marketing technology) becomes essential. Member management is an important part of MarTech. It covers every activity involved in managing and maintaining member information related to a brand or business, including members’ personal data, purchase history and interaction records. This information can be used to understand members’ needs, behavior and trends, so you can market to members and plan promotions more effectively. It lets brands manage data more intelligently, target precisely and run more flexible marketing strategies.

Across the entire customer journey, consumers and prospects create a great many data opportunities. Data-driven marketing means analyzing and forecasting from the big data collected on consumer behavior, interactions and transactions to produce insights and strategies.

Companies must know clearly what their goals are and who their target audience is. That depends on in-depth market research and analysis. Next, companies must choose the digital tools that best fit their needs, considering price, ease of use, features and the results they deliver. When choosing digital marketing tools, also consider whether the platform is compatible and can integrate with the company’s existing data systems.

Maintaining customer relationships: 6 tips for member engagement

1. Deliver value: Offer members special deals, discounts or exclusive products so they feel special and respected.
2. Personalized experiences: Use data analysis and personalized recommendations to understand members’ preferences and give them a tailored shopping experience.
3. Interaction and participation: Run promotions, member-only events or rewards programs to encourage members to take part and stay active.
4. Good customer service: Respond quickly to customer inquiries and issues, make sure they’re satisfied with the service, and build long-term relationships.
5. Social media interaction: Build a presence on social media and respond to members’ comments and shares to increase brand interaction.
6. Data analysis: Continuously track and analyze members’ buying behavior and feedback to adjust your strategy and improve results.

MarTech digital marketing tools find prospects and build customer loyalty

MarTech digital marketing tools form a field dedicated to improving digital marketing performance, helping companies find prospects and build customer loyalty. These tools include data analytics, marketing automation, social media management and more.

What if a company has a large number of members, but they’re scattered across different systems that are hard to sort out, and marketers want to use the lists but don’t know where to start?

That’s usually when companies look for a MarTech platform, but they don’t know which one suits them: one that gives the company a complete, real-time view of customers so marketers can adjust strategies on the fly for personalized marketing. That’s why building a CDP (customer data platform) is now a top priority for companies managing member data. A CDP brings together all kinds of data across channels into a single identifiable, analyzable customer profile, building a comprehensive customer database that other systems can access for analysis, marketing tracking and managing customer interactions.

Bringing MarTech tools into digital marketing helps companies better understand prospects’ needs and offer more personalized experiences, achieving data-driven digital transformation that improves customer experience and service and increases loyalty.

Choosing a MarTech platform: 4 things to consider

1. Data collection: As third-party cookies disappear, organizing data becomes more important. Organizations must make sure their CDP can collect, organize and store this data effectively.
2. Customer identification and matching: Even without cookies, you still need ways to track consumer activity. Your CDP should have strong identification and matching capabilities that recognize consumers across touchpoints and build a single customer view of each one.
3. Data compatibility and integration: The CDP you choose must integrate with the company’s existing systems, including POS, e-commerce, ERP, apps, LINE, ad automation tools and data analytics platforms.
4. Customer lifecycle management: A CDP platform should show you every stage and conversion point in the customer lifecycle and help you develop matching retention strategies or marketing strategies to move customers to the next stage.

From “how do we get customers to buy” to “what do customers want”

Research shows that consumers move through 7~12 information channels on average before making a purchase, along many tangled conversion paths. The digital environment has broadened customers’ horizons and greatly reduced information asymmetry. Through digital channels, consumers and brands can build a relationship that is both commercial and friendly, and brand thinking needs to upgrade from “How do we get customers to buy?” to “What do customers want?” Successful digital transformation isn’t about selling to you one way. It’s about two-way conversation.

Data gives a more detailed picture of consumer behavior, helping us better understand consumer needs and optimize our products and services. That increases consumer loyalty and improves the shopping experience, winning companies more market share.

Rich, high-quality data is like a mirror that reflects the true state of member operations. Using system insights to uncover business opportunities and shape strategy helps brands run digitally and improve the member experience. When brand teams understand operations and data and make good use of system insights, they can form new marketing strategies by reorganizing the three elements of people, products and places, and get twice the results with half the effort.

ESi Technology’s CDP provides data infrastructure and technical support for companies’ member operations. It helps brands collect and organize first-party data and unify online/offline members into a single identity together with sales data and behavior trails. Through tagging, segmentation and precise remarketing, it enables precise omnichannel member marketing and more personalized, optimized marketing for brand members. A better customer experience helps extend the customer lifecycle and gives brands more chances to interact and convert along the customer journey.

Further reading:

• 7 steps to becoming a CDP pro: the CDP maturity model
• Cookies are going away and ad performance is slipping. How should companies respond?