How Can Identity Resolution Patch Holes in My Omnichannel Marketing Strategy?
When you see the phrase “identity resolution” what comes to mind? Maybe you’re thinking of a particular person. Maybe you’re thinking of resolving a problem. You’re close.
Identity resolution, for an enterprise business like yours, patches holes inevitably left in omnichannel marketing. Why is that?
“Real-time interaction is just as much a part of the omnichannel marketing concept as traditional email traffic, social media, and website communication” Andrews Wharton
Omnichannel marketing reaches your customers wherever they are – allowing prospective buyers to see you everywhere. They visit your website, log onto Facebook, and see your retargeting campaign. They watch your ad on YouTube. Your posts on Instagram are in their feed. You’re everywhere – on every channel – all the time. That’s omnichannel marketing.
More often than not, omnichannel marketing presents fractured data.
What Is Identity Resolution?
The Sales Department has one kind of campaign and Marketing has another. More often than not, sales and marketing have a dysfunctional relationship in small to medium size businesses – and especially in enterprise-level businesses. They’re siloed. They have different goals, different managers, and completely different strategies.
Sales and marketing end up being one hand not talking to the other, but competing for budget.
What’s the result? A lot of data – that isn’t connected. Disconnected data is essentially useless.
Identity resolution solves that problem.
“Disparate, omnichannel customer journeys like this are the norm today—the average customer now requires at least six touchpoints before making a purchase.” mParticle
What is the Purpose of Identity Resolution?
The purpose of identity resolution is to connect data points acquired in your omnichannel marketing strategy. It’s wonderful to have lead generation forms, social media campaigns, and inbound leads. But is that consumer also looking at your web page from their phone? Are they DM’ing you on Twitter?
Identity resolution allows you to truly understand the buyer persona, not just work from a fabricated or outdated one. Identity resolution gives insight into a customer’s actual buyer journey. Not sure how long your sales cycle is? Now you’ll see the point of origin for contact. From a sample size, you’ll be able to gain insight into how long (or short) your sales cycle actually is.
Adjusting and correcting your marketing frameworks with identity resolution gives you the power to produce actionable results because your marketing and sales strategies are based in truth.
“Identity resolution is the science of connecting the growing volume of consumer identifiers to one individual as he or she interacts across channels and devices.” MarTech
How Can My First-Party Data Help with Identity Resolution?
Your first-party data is a treasure trove of information. By connecting customer data, you get a fuller picture of individual customers as well as audiences. Your sales team can now reach out via email in your CRM to “Mark” not just see him as @SalesDaddy on Twitter. Equipping both sales and marketing teams to talk to actual customers, is just the first benefit.
Marketing drip campaigns can now be effective. You’re not just emailing everyone the same thing. Nothing is more annoying to a customer than emailing them about a product they already bought. Customers who buy auto insurance can now be cross-sold a whole life policy. Customers who looked at bathing suits, can now be upsold sunglasses and beach hats.
With the proper data and methodology, partnering with a company like Andrews Wharton can produce results – and not just any results, but success, delivered.
Let’s Work On Your Data – Together
If you’re ready to leverage your first-party data to connect your customers, let’s set up a call. Andrews Wharton is the proven direct-response solutions provider with a long-standing reputation for solving the toughest marketing challenges.
Success. Delivered.
