Introduction to Personalization Marketing
At Oak Spring University , we define Personalization Marketing as a data driven that enables companies such as Brown Forman to make informed decisions regarding current and future behaviour of targeted consumers. Personalization Marketing model is built upon how Brown Forman customers are behaving at present and how their customer journey can be tailored to provided them an highly immersive and beneficial experience.
Personalization Marketing at Brown Forman needs to not only cater to the promotional strategies targeting specific needs of the customers in the Beverages (Alcoholic) industry but also to steward overall customer behaviour towards a more holistic customer experience.
According to 2022, Cheetah Digital survey 74% of consumers want brands to treat them as an individual and 71% of the customers want to build a relationship with the brand that they buy regularly.
True Predictive Personalization Marketing goes further than just sales driving coupons or other promotion strategies. Predictive Personalization Marketing can help Brown Forman to create more enriching brand experience, more convenient product purchase experience, more accessible post purchase experience that can drive higher customer satisfaction and loyalty among the customers in the Beverages (Alcoholic) industry.
To build a predictive personalization marketing at scale, Brown Forman needs three things in the Beverages (Alcoholic) industry – Build a rich database that can provide long loop customer data, use appropriate statistical and machine learning models to derive deep insights, and a operational system that can act on the personalization finding and deliver a rich customer experience.
Predictive Personalization Marketing can help in –
Predictive Personalization Marketing can help Brown Forman to make product purchase easier, maximise the effectiveness of its promotions and advertising efforts, and improve price perception.
Building a balance between the analytics and Brown Forman competitive strategy is the key to efficient and effective personalization marketing strategy. Often only numbers driven approach can lead to highly optimal solutions that can deliver high revenue in short term but compromise the customer overall experience. This can result into long term sales stagnation. In Beverages (Alcoholic) industry, Brown Forman needs to build a personalization marketing strategy that can build on each customer interaction in a meaningful way with a view to drive customer loyalty.
Prioritizing customer value is a key to differentiation. Brown Forman needs to clearly define the customer values it wants to target in the Beverages (Alcoholic) industry. For example very often high spending customers are viewed as loyal customers. But this can mean different thing in different context. A single member household or small business buyer may spend less on Brown Forman products compare to four member household or large corporate buyer, but share of overall basket may be significantly different thus making Brown Forman products more critical to smaller players.
Predictive personalization marketing efforts at Brown Forman in Beverages (Alcoholic) won't be effective unless managers at Brown Forman understand - what is the purpose of personalization marketing messeage, what Brown Forman want to say and what relationship it wants to have with its customers in Beverages (Alcoholic) industry.
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