To win over consumers, it’s important to have a well-honed strategy. Forward-looking consultancy Mintel has just published its report on the best marketing tactics to put in place by 2025. Among other things, the agency recommends focusing on personalised omnichannel experiences tailored to each user’s profile.
For some years now, the general public has been demanding personalised concepts and products. The same applies to the customer experience. “Today’s consumers demand bespoke experiences, as indistinct marketing no longer has the power to stand out amongst bland, oversaturated narratives. For campaigns to be more effective and efficient, brands can be expected to harness their wealth of data to understand and respond to customers’ immediate needs and environment, anticipating their desires through advanced analytics and delivering the right message in the right medium at the right time,” comments Mintel. “As AI and data analytics transform marketing, brands have unprecedented opportunities to create hyper-personalised services.”
Consumers understand and demand more personalised and engaging experiences.
They are also 85% ready to share basic information such as age, region or interests with brands. What’s more, 64% of online shoppers say they can recognise personalised shopping paths. “This evolution requires brands to cultivate a relational dynamic with consumers, in which they exchange information and preferences for a deeper, more personalised experience,” says Mintel
The role of AI
According to Mintel, AI will play an increasingly important role in the development of personalised communications and promotions by rapidly analysing certain data.
According to the …
