Background Constant testing and trials in marketing campaigns are vital for highly optimized and maximum performance. It helps us understand the platforms, audiences, creative, and back-end development that …..
Personalization has long-been hailed as marketing’s “holy grail” — the solution to the age-old problem of how to deliver the right message at the right time to the right person. Done right, personalization can benefit both the customer and the business — contributing to the growth of the brand, member base and customer value.
Customer lifecycle marketing is a marketing strategy that businesses use to build and nurture relationships through the customer’s entire relationship with the brand on a deeply personal, or 1:1, basis. In other words, it is the strategy to achieve the promise of personalized or segment-of-one marketing (from first touch to conversion to advocacy). Modern marketing technology enables us to create intelligent customer-experience ecosystems that can recognize and respond to the context and mindset of an individual customer at a given time.
Emerging technologies and an abundance of data have strengthened the marketer’s ability to know, understand and respond to customer needs in real-time. But these systems alone are not enough. They must be paired with deep customer empathy — the ability to see people as individuals and to connect their needs, expectations and aspirations with a way to make their lives better. Pairing systems and empathy provides the basis for powerful experiences that connect with consumers and motivate them to take action.
In a recent blog post, Strategy Director Kyle Jeffries wrote about thomasarts’ approach to data-driven personas to match messages to key audiences at various points across the journey (read it here). So, we’re going to focus on how our experience framework can take the persona and journey mapping work to design omnichannel, connected experiences.
Some of the key components of the TA framework that guide experience design include:
At thomasarts, our experience design process brings together the best of design thinking, Jobs-To-Be-Done, and modern behavioral economics, pairing these with a deep understanding of the technologies that can deliver these experiences.
Over the last decade an interesting dynamic has evolved among marketing, strategy and technology so that strategy and technology are continually informing each other in a virtuous cycle (chiefmartec.com, “Strategy, marketing and technology are all intertwined”). This has given rise to a new breed of marketer: part marketer, part technologist. Marketing technologists are responsible for the intentional application of data and technology to orchestrate continuous customer relationships, making “segment-of-one” marketing a reality.
Get to know more about our technology-enabled vision of lifecycle marketing by contacting us and learn how we can use this unique framework to boost your next campaign.
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September 22, 2020by lintu markose & jake christensen
Topic industry insights
Recently, we created a paid-search campaign for Zions Bancorporation that far surpassed its intended goals — and our client’s expectations. We were pretty proud of it and submitted …..