If the era of mass marketing is already far away, that of segmented marketing could well evolve. Now is the time to consider each individual, taking into account their specific needs. It is to meet this objective that Splio has developed Individuation® Marketing. With this new approach, companies can address each customer individually in a relevant way thanks to Artificial Intelligence (AI). To better understand this innovative concept, Splio has created an animated infographic. She explains how Individuation® Marketing works and its advantages in becoming a competitive company.
Evolve customer marketing
To develop its Individuation® Marketing platform, Splio started from several observations. The first is that segmentation is no longer an effective targeting model. With this one, we consider a group of people rather than a single individual. This poses a problem in communicating with each client accurately and consistently, as their personal needs and expectations are not taken into account.
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The campaigns sent are therefore not always relevant, which can cause customer dissatisfaction. It is therefore difficult to maintain a lasting relationship with its customers. This then directly impacts the turnover of a company.
The second observation is that marketers must manage more and more data to provide an optimal customer experience. The number of channels has also multiplied over the years: push, e-mail, SMS… To create effective campaigns, companies arm themselves with a large number of tools that are not always optimized. This makes customer marketing management complicated and time-consuming, leaving no room for strategy.
In such a context, it seems difficult to create relevant marketing campaigns. The growth of CRMs is then greatly slowed down. To face this problem, only one solution: to evolve customer marketing.
Make one to one thanks to Individuation® Marketing
This is the objective of Splio’s Individuation® Marketing platform. Each customer has a profile, built from personal data. It evolves according to the actions he performs, for example if he clicks on a page of the brand’s website or makes a purchase. Gradually, we know more about the customer’s appetites: their favorite products, their sensitivity to promotions or their favorite communication channel. Customer knowledge is therefore increased thanks to the work carried out by algorithms and AI.
Based on continuously updated indicators, the platform calculates and arbitrates the best campaign opportunities every day in order to determine the best possible interaction for each individual. For example, if the customer has shown an interest in sweaters, promotions and regularly opens his emails, the tool will offer opportunities taking into account these criteria, provided that there is one among those created by the marketer. If no match is made between the customer’s criteria and a campaign, it’s simple: no message should be sent. The goal is to avoid unnecessary over-solicitation.
With the Individuation® platform, marketers manage their customer marketing. He is the one who defines the campaign opportunities, who enters his product catalog and sets his constraints and objectives. He can for example choose to send only three messages per month to a customer, or to share only one offer per month. In short, the marketer drives his action plan and confirms his role as a strategist.
The full potential of the database is therefore exploited, and one-to-one activation finally becomes a reality with respect for the customer. This creates a more lasting relationship with each of them.
The Splio platform has already won over many companies, including Saint-Maclou, Sud Express and Go Sport. Find out for yourself the benefits it offers with its animated infographic of the customer marketing equation.