By Andre Baden Semper
Consider something radical: it’s about time marketers stopped looking at consumers in terms of audiences. Yes, it’s true. Marketers need to look beyond audiences and delve a little deeper.
With the sophisticated digital marketing tools that allow marketers to securely collect user data available today, marketers can – and should – aim to achieve a single view of each consumer.
After all, consumers are individuals so delivering the right offer at the right time comes from using data correctly to build an understanding of that individual and what will make him or her click.
But why is it important? Well, for starters, taking the ‘single customer view’ builds long-term relationships with consumers. It ensures that a potential customer is understood and marketed to thus appropriately.
In taking the single customer view, a marketer’s data set should include every interaction point that they’ve had with a customer website, including advertising data.
It’s not enough to look at short-term revenue from advertising or commerce; what is important is to look at longer-term gains from membership and increase the focus to understand the lifetime value of a user.
Of course, privacy is of tantamount importance here. The way in which marketers collect this single customer view data should be anonymised and encrypted, so that it is used to benefit a consumer’s purchase journey only.
It is very possible (and, indeed, crucial) for marketers and publishers to balance data privacy with developing a single view of each customer to ensure that each customer gets the most tailored, optimised ads and offers.
Building a single customer view is all about putting your data to work in the most efficient way possible — by focussing on the customer. Here, we break down the how and why of taking steps towards a single customer view.
These are best practices compiled through our considered approach to looking at consumers. At Purch, we believe that when in doubt, a marketer should always put the user first.
Play the long game
The single customer view requires marketers to look at audience members individually, in terms of each consumer.
Rather than trying to monetise quickly on a consumer’s first visit to a website, it’s better to look at what you can do to facilitate loyalty over time.
Revenue from a single impression isn’t nearly as valuable as a user’s long-term loyalty.