Customers today don’t just want quality, but also want to be valued. Marketers are finding ways to enhance customer engagement and it can be done through effective utilisation of data available to them, which can further be put to an effective use for a specific audience.
Moderated by Aarti Bharadwaj, vice president, analytics, APAC, Essence, the panel focused on how a data driven approach is synonymous with efficiency and effectiveness. The panelists in the discussion included, Sameer Jain, assistant vice president digital marketing, Max Life Insurance, Anushree Ghosh, lead, digital strategy and media, ITC Foods Business Division and Jahid Ahmed, vice president and head – digital content and social media marketing, HDFC Bank.
Jain talked about storing customer data based on different aspects like personal details, browsing behavior and choice of interaction. He added that making conversations with customers, makes the data as contextual as possible. Ahmed added by mentioning the usage of full funnel marketing and using it for content creation across the three stages – awareness, consideration and acquisition. He stated that customer identification becomes clear after analysing the high propensity data.
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Bharadwaj then moved on to usage of data to create content in the FMCG sector, to which Ghosh replied by mentioning the use of behavioural data in most cases to arrive at content themes, which then create delight and bespoke offerings for the consumers. She added that “Consumers are moving towards an ad free world, hence many FMCG brands are assuming the role of publishers. Advertisement based communication may become redundant, since consumers are starting to prefer interaction based communication”.
The discussion then progressed to the types of data sources that are used to drive personalised conversations with consumers. Ghosh said that while social chatter, search keyword analysis and using contextualised tools available in the market, play a role in driving the personalised conversations, she also mentioned that identification of the right content space would add value to the customer’s experience.
Jain said, “Most of our conversations are emotional in nature and only when you are in the buying funnel is when we start talking about a call to action.”
The discussion further went on to the kind of data that e-commerce provides and how that helps in channeling the content strategy. Ahmed mentioned that due to the evolving ecosystem, making the journey end-to-end would get enable the purchase of banking services to become as easy as e-commerce makes it for other sectors.
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On the same question, Ghosh said that e-commerce marketing data enables create an advertising strategy based on the categories that consumers go through. “Content led commerce has become an essential conversation across FMCG brands”, she said.
Talking about the fine line between privacy and hyper contextualization, Ahmed said that there is first party data and secondly, digital footprints, which are analysed together to get the propensity model. Jain added that it is basically about expectation setting with the users and managing those expectations, thus making the communication more contextual and personalised.
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