Tying In-Store Data To Digital Messaging Is The Key To Personalization
One-to-one communication works — and brands should take it as a given, says SundaySky, upon reaching milestone of 500M SmartVideos.
In 2016, one-to-one personalized communication with consumers shouldn’t be a bonus — it should be a given, suggests customized video platform SundaySky, as the solidification of on-demand culture has left users automatically assuming that mobile experiences will deliver what they want, when they want it.
SundaySky begins the New Year with a total of 500M SmartVideos — which mix visuals with personalized data — viewed by consumers across mobile, desktop, and set-top devices, and the growth is attributable to the larger trend of shoppers declining to block only ads that deliver customized, relevant
content that feels native to the platform on which it is served.
“The company’s growth mirrors the sophistication of our market and is fueled by the personalized, one-to-one communications that brands depend on to engage with their customers,” said Shmulik Weller, CEO and co-founder of SundaySky, in a statement.
Crafting and delivering personalized messages, whether in the form of video ads, SMS, or other media, can be used to drive short-term in-store visits — but their other important role, SundaySky’s Jeff Hirsch told GeoMarketing, is to build loyalty and foster a brand-consumer relationship that drives sales in the long term.
“Brands love talk about building customer loyalty,” Hirsch said. “When they leverage personalized messaging with SmartVideos, these brands are putting their money where their mouth is by personalizing their communication with each and every customer. Personalization is the ultimate means to relevancy, creating a bond between the consumer and the brand that breeds mutual loyalty and a clear commitment to dialog.”
The final piece of the puzzle? Tying together “clicks and bricks” by using actual in-store sales data — past visits, past purchases, and the like — to target users. Personalization based on a person’s interests is key, but building on their existing relationship with a store as well increases ROI and makes that shopper more likely to return, Hirsch said.
“By integrating in-store sales data into the out-of-store messaging,” Hirsch added, “the conversation is enhanced all the more.”