The best relationships are built on trust and communication – it’s a two-way street. As the relationship between brands and consumers becomes more direct, how can organizations ensure they’re using the data they collect to create an equal exchange of value?
If a person is prepared to trust a brand with their personal data, they expect some level of personalization in return. Seventy-five percent of consumers expect a personalized touch across every interaction they have with a brand. However, 40 percent do not believe the data they share always equates to the value they receive in return, leaving room for improvement when it comes to meeting customer needs beyond the transactional.
Customers are willing to exchange personal information when it means they're getting perks like free shipping or a better deal. But customer behavior also demands the need for timely and relevant content with real-time experiences becoming a deciding factor for brand choice. This requires a fundamental shift in how brands think about the way they use data to communicate with customers, moving from pre-planned campaigns to always-on engagement.
What is always-on engagement?
Always-on engagement moves away from traditional campaign-based marketing to relevant, real-time communication that is tailored to specific moments in the customer journey or decision-making process. This model helps brands deliver personalized experiences that fit seamlessly within a complex and evolving shopper journey, one that’s typically non-linear and crosses multiple channels from discovery to purchase.
Always-on engagement fills the gaps that traditional campaigns traditionally encounter, elevating the peaks and eliminating the valleys of timed communications and generic pre-planned content, evolving instead to a consistent flow of interactions between brands and target audiences that builds over time as brands develop deeper relationships with consumers.