There's a growing group of people who are always online and use their devices to support nearly every activity, including making decisions about your products and services. We call them your perpetually connected customers. They will shake your marketing to the core, because they value service and utility – not ads buzzing in their pockets. To thrive, you need new tactics and a culture of innovation. In the run-up to our Forrester Forum for Marketing Leaders EMEA, I've been speaking about marketing innovation with one of our keynotes, Greg Williams, Executive Editor at WIRED. As an editor, speaker, and writer, Greg scouts the best glimpses of the future that exist in the here-and-now. Here are some of his thoughts.
Q: What's your favourite example of an application that merges the digital and physical?
Our Forum for Marketing Leadership Professionals in Los Angeles is just a few weeks away, and in preparation I’ve been talking with our industry keynoters about their sessions. Last week I had a chance to catch up with Richard Char, Global Head of Information Services, Global Enterprise Payments at Citi, in advance of his keynote at the event. We talked about how Citi is using customer data to market to customers at the right time, with the right messaging for connecting in the moment. Here are some of Richard’s thoughts.
Q: How is Citi using data to build a view of customers in a specific context?
A: In our soon-to-be-released digital wallet application, offers will be selected for each customer (who has opted in) depending on the customer’s indicated preferences and based on predicted relevancy of the offer. We use past transaction data and the customer’s prior interaction with offers in the digital wallet, as well as the customer’s current location and context (time of day, day of week, current weather, etc.), to select the next offer which will have the greatest predicted relevancy for the customer.
Q: Why should brands and merchants work with an intermediary like Citi for targeted promotions?
A: With respect to our soon-to-be-released digital wallet application, there are three reasons local merchants are working with Citi: