Stop shouting at your customers – they can hear you just fine
Brands have the data they need to have meaningful conversations with their customers, but at the moment, all they’re doing is shouting, writes Customology’s Michael Barnard.
Like many people, one of the first things I do each morning is clear my inbox of unnecessary EDMs I have received between 5:30am and 8:30am.
It is understandable why brands want to get in front of their target market during this timeframe as the majority of the population look at their phone first thing in the morning. But this type of activity has created a reoccurring problem where brands are shouting at customers instead of engaging in a discussion with them in order to influence their next purchase.
Brands are sending out communications with minimal to no relevance to the recipients’ purchasing behaviour. Often they are offered a brand’s entire inventory, and occasionally, they are offered the exact product they have just purchased.
Except for the fact that this paragraph has 2 ‘cans’: “What needs to change is how we use data to better understand why a customer is choosing a brand, and figure out how can marketers can continue the customer conversation between one purchase and the next” interesting perspective.