BlueConic, a platform that helps marketers translate customer intent into sales, released its solution for cross-channel and cross-device customer engagement.
Profiles that BlueConic creates for every visitor to a digital property are designed to be versatile and flexible for use in any channel in real time, giving marketers the ability to create individualized mobile in-app experiences based on that central profile.
The data from any interaction on any device or channel, including a native application, is captured, and it is then available to respond to the individual, whether in that channel or another.
“Mobile technology has fundamentally and permanently changed the consumer engagement model. Many reports highlight the fact that consumers are always connected and are generally one click or swipe away from your brand,” Dan Gilmartin, chief marketing officer of BlueConic, told eWEEK. “Whether you are a retailer challenged by showrooming, or a publisher trying to connect with an on-the-go audience, mobile has made the world a far more complex environment for marketers.”
Gilmartin said in a world of big data, many organizations struggle to align their traditional Web, CRM and transaction data, let alone figure out how to include data from mobile platforms.
“With this change in consumer technology, marketers must adapt and ensure that they are able to align disparate sources of data into a single source of truth about each individual consumer,” he explained. “Fortunately, there are tools available that help marketers harmonize this data and deliver a truly individualized customer experience.”
Marketers have the ability to define a message for a specific segment or group of users, and then deliver that message through any channel.
This can be done through a Web browser, on a PC or mobile phone or through a mobile Apple iOS or Google Android application.
In addition, marketers can now remind a user on the Web to complete a purchase they started on a mobile app, or mirror product recommendations in a tablet application based on browsing behavior from the Web on a smartphone.
“By connecting the data to a decision engine and the ability to deliver interactions based on intelligent decisions, the marketer will ultimately have more control of the data and the resulting outcomes,” Gilmartin said. “This is where the idea of individualization originates: the combination of the profile data, the intelligent decisions and the rapid response interactions are what truly create unique engagement on an individual basis.”
