INSIGHT: Why Kiwi firms still need a little of that human touch

New Zealand businesses that rely solely on technology run the risk of losing personal relationships with customers.

New Zealand businesses that rely solely on technology run the risk of losing personal relationships with customers.

While marketing automation has been a boom for organisations seeking to communicate with high volumes of customers and prospects, it is now possible to do that on a more personal level, resulting in more meaningful interactions.

“It’s never been more important to communicate with customers on their terms,” says Simon Bowker, Area Director for the APAK Marketing Applications Division, Teradata.

“Today’s consumers expect interactions that are personalised, relevant and right on time. The company that delivers timely, well-placed and relevant information wins.”

According to Bowker, businesses of today “can’t afford” to hide behind automation.

“To stay ahead of competitors they must use technology to personalise and humanise their marketing efforts,” he adds. “This means gathering data insights that help them to understand their customers’ favourite communication channels, buying habits, and relevant interactions.”

Consequently, Bowker believes having this information is vital to create messaging that speaks to their individual needs.

“Choosing the right message via the right channel at the right time will help companies get results,” he says.

Teradata has identified four key ways companies can use technology to personalise marketing efforts:

· segment target audiences into meaningful groups so that communications efforts can be more precise and, therefore, more likely to be successful.

· predict customer responses to strategic offers based on historical data so that offers can be tailored for best results.

· send personal and timely messages based on specific attributes and behaviours to encourage action.

· create and manage custom offers that align with an holistic brand messaging strategy to achieve a layering effect that builds up a history of communication, resulting in deeper brand awareness.

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