The smartphone has removed the border between traditional and digital customer: the approaches, the buying behavior have completely changed. The modern customer is informed about the products, is much more aware and demanding. Essential requests become speed, usefulness and assistance in real time. Involving today’s customers requires a modern approach to marketing, where advanced technologies and customer optimization can pave the way for sales man smart and specialist consultants.
Marketing uses tools such as machine learning that helps marketers to convert digital signals everyday to understand the intentions and preferences of customers to automate the delivery of personalized, useful and productive experiences at the right time, in the right place and on the right device … on a large scale.
Microsoft Dynamics 365 for Marketing integrated with the tools of machine learning and business intelligence is the ideal support for marketers to implement a successful data based strategy.
Optimize marketing for growth rather than efficiency
“Machine learning is as good as what you are asked to optimize”. Modern marketing experts are using machine learning to focus on growth by adopting a holistic view of the customer and restructuring marketing to meet evolved expectations. An overview of customer needs and experiences becomes essential.
Identify and acquire the right customers
Not all customers are the same. Launching a large network to trap as many perspectives as possible does not equate to conversions and leads. Instead of investing in marketing that reaches all kinds of perspectives, top marketers use machine learning to focus their investments on digital marketing to reach more valuable customers. In addition, leading marketers are linking this work to longer-term performance metrics such as customer lifetime value (CLV) rather than short-term transactional gains such as return on advertising spend.
Grow significant relationships with customers
The main marketers are using machine learning to transform digital marketing into a growth engine for companies. Combined with metrics like CLV, they are learning how to engage existing customers to invest, build and earn more from quality relationships. They do this by focusing on customizing unique cross-selling opportunities for high-value customers over mass marketing. This reduces the abandonment rate and improves satisfaction and retention. Thanks to Dynamics 365 for Marketing the generation of leads and their management becomes much more agile. The campaigns are punctual, and the management of the client is easier thanks to the functionality of the solution that unites ERP and CRM.
Improve creativity to advise and guide customers
Over the years, marketing has largely fallen into a path of generic automation, which has created disconnections between brand campaigns and customer intent. Informed customers are not trying to be sold or marketed, but they are looking for trustworthy advice and guidance. When a client begins the discovery process, he sets out to find what is “better”. Machine learning helps marketers create a multitude of personalized and “reactive” search ads based on individual keywords. This allows you to automatically remix the right ad and serve it to the right customer with the right message at the right time.
Modern customers surf via mobile most of the time. No matter how creative advertising is, if the mobile experience is slow, complex or boring, users will never convert into leads. Why should they? They move fast, their favorite apps are incredibly intuitive and bring them to what they want without thinking about it. This is the standard for every brand, regardless of the industry. The best marketers use new technologies such as progressive Web Apps and use bidding algorithms enhanced by machine learning to drive more qualified customers to optimized sites. As such, for impatient and demanding customers, low-performing sites are easy to ignore. Thanks to the omnichannelity of Dynamics 365 for Marketing, even the mobile experience becomes as smart and interactive as the desktop experience.