Next best offer marketing is a strategy that has been around for a while, but few marketers have been able to fully implement it and receive its benefits. It’s a concept that the whole organization needs to align on because it impacts the entire customer experience. With next best offer marketing, each customer must become a “segment of one” versus a “segment of many,” improving marketing offer precision and relevancy.
Next best offer marketing entails evolving from the campaign-based marketing programs of the past. When offers are personalized, relevant and delivered in real-time, you can finally make the fundamental shift in your customer relationships.
Delivering true value to customers is possible if you can master:
- Personalization
- Real-time response
- Predictive analytics
- Adaptive analytics
- Multi-channel consistency through social, mobile, local
- Micro-segmentation
To implement next best offer marketing, you need to adjust the way you think about marketing, while at the same time, have the right technology in place to get there. You should be able to tap into all the information you have on your customers, gain the intelligence from that data and drive the insights through to offers. Your technology needs to bridge the gap of current environments to allow you to understand each and every customer, and decide on (and recommend) the offers to take at the right time – all based on the complete, individualized customer view.
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