In the 18th century, retailers knew customers personally, but with the advent of mass media and self-service, we lost contact with customers. But today, thanks to social media, one-to-one large-scale coverage has become a reality. Sprinklr’s experience and marketing officer Grad Conn said that Emerce’s digital marketing will begin tomorrow.
In his speech, Conn mentioned Marc Pritchard, the CEO of Procter & Gamble. He announced in Cannes last year that his company chose to establish one-on-one relationships with millions of customers rather than communicating through mass media. “A revolutionary step,” Conn said.
Conn listed many examples of companies starting to communicate with customers one-on-one. For example, McDonald’s counted the personal wishes of 650,000 customers by analyzing messages on social media. This led to a new breakfast menu, including pancakes and grated fried potatoes (potato cakes). But it did not stop there. Sometimes a few years later, the company sent a tweet to all 650,000 customers with the following information: What you want, it’s coming. “This is very impressive,” Conn said.
Dell analyzed 50 million social media posts about problems customers encountered when using computers. These posts passed solutions such as new firmware, usually by filling up forums. Can greatly ease the pressure of customer service.
To promote its new video service, Disney sent personalized emails to 115,000 relationships, helping the company achieve its goals. Some companies have sent 8 million such messages.
Conn emphasized that for one-to-one communication, companies must use social media. “The younger generation does nothing. They also do three things at the same time. They won’t call you again.”
Analyzing messages requires artificial intelligence. Conn said the good news is that all of these solutions can now use integrated systems.
Conn still believes that the company is still considering delivery. “The ads they place must tell people something, but customers want and expect a personalized way of direct communication.”
Video Has Marc Pritchard initiated a marketing revolution?Learn how large-scale one-to-one becomes a reality You can watch it for free after registration.