Long before social media or mobile accessibility came on the scene, it did not cost very much time, money, or resources to target anonymous consumers with products or services. But, measurements and analytics which are widely used today were difficult to come by back then, largely due to inaccuracies. In fact, measurements were almost non-existent.
Nobody took the time to keep up with how many people actually read an ad in the paper or how many people viewed a poster put up outside the library. Over time, potential customers could be identified through direct mail and telemarketing but the cost of such measurements was steep and hard to scale.
Then, in walked digital marketing which transformed anonymous and authenticated interactions customer interactions. Websites to digital ads enabled marketers to reach more potential buyers for a fraction of the cost while boosting segmentation and measurement.
Managing anonymous and authenticated customer experiences today involves 3 factors:
#1 Personalization. Customer interaction may be personalized even when no identifiable information is known or given.
According to one study, “63% of consumers are unresponsive to out-of-context messages. But with personalization, you see increases in sales, click-through rates, and conversion.”
#2 Identity. For customers, being able to switch from one device or location to the next without losing the characteristics of their account is paramount.
Managing permissions, using data from other providers, and combining authenticated and anonymized data are just a few ways in which customer experiences can be managed.
#3 Privacy. Information may be private like a social security or bank account number. At times, it may be public like one’s name. And at other times, it may be private without identifying a person’s information.