For brands and vendors using location-based marketing services, this balance between ‘clever’ and ‘creepy’ is a line they have to traverse on a daily basis. It doesn’t help, either, that consumers give a decidedly mixed message about their preferences.
Today consumers rely much more heavily on word-of-mouth recommendations – so much so that a great customer experience can become a company’s strongest marketing asset. In other words, getting the entire organisation aligned around the singular objective of creating a consistent, excellent customer experience is an integral part of marketing best practice.
As a dedicated integrated media and marketing technologist long supporting the advent of personalised marketing, I clearly see the advantages of correctly applied data, and also see the confusion that may be widespread throughout our industry when the following question is asked: “Is there a correct process, methodology for the use of data – big or little?”
The launch of the world’s first API that will allow brands to engage consumers through chat applications promises yet again to change the current face of digital marketing.