Intelligent 1:1 marketing has been foretold for decades. It was even featured in Back to the Future II, for goodness sakes. But only now are we getting to the point where technology, the consumer, the retailer, and product data are all capable of supporting it.
In this insightful article at the Forbes website, author Lisa Arthur, the CMO of Aprimo, defines and lays out the case for intelligent 1:1 marketing. By her definition, 1:1 is "Going forward, it won’t be enough to know that a certain customer bought a shirt from your store last month or that they “liked” your brand’s Facebook page last week. Going forward, marketers will need to combine and analyze these data points plus others, from a variety of different resources, in real time.
"Sure, you’ll still want to know about that past purchase, the more recent social media engagement, etc. –but you’ll also need to integrate that data with even more information. Perhaps most important of all, you’ll want to know when that customer is in your store, considering a purchase. Then, you’ll be able to put all that CRM data to work. (Does your customer want another shirt like the one she bought last month –according to warehouse records, there are plenty more left in stock. Does she know that slacks to match are now on sale? Etc.)
"Think of intelligent 1:1 marketing as a strategy defined by this simple formula: Intelligent 1:1 Marketing = Mobile Devices + Triggers + Social Media + Point of Sale Data."
We couple Arthur's comments with Google's "How to GoMo" promotion - where the tech giant gives you insights and resources on taking your site mobile, and you can see the world changing.
The assumption in Arthur's column is that product data is going to be rich, complete and plentiful. Unfortunately, today's web can only attest to one of those three. There's a lot of data out there. Whether it's good, bad, complete or not is another issue entirely. That's the reason the two largest search engines in the world, and more and more retailers and shopping sites, are flocking to Edgenet to receive an optimized product data feed. The 1:1 model doesn't work without the best product data possible. And no one delivers better product data than Edgenet.