It is time we challenge a long-standing industry norm: this obsession with high-value customers. Yes, there is still some merit in targeting customers based on their past spending patterns, but if that’s where a business stops, you’ll soon find yourself falling well behind.
My view? This approach is entirely out of touch with the dynamic nature of consumer behaviour in today’s digital landscape. Data intelligence and technology can instead unlock a new goldmine: the high-intent customer. And this, I argue, is where we should refocus our time and energy.
High-intent customers are those who exhibit clear signals of their readiness to act, irrespective of their past spending. These are the ones who are actively searching, engaging and showing genuine interest in your product, service or brand.
Having worked in digital and data-based intelligence for more than 15 years, both within specialized agencies and in-house at retail brands, I’ve seen evolutions like this before. I’ve seen those who embrace new opportunities excel, and those who resist struggle to sustain.
That’s why the method my business partner and I instill at Digital Immersion is all about visionary strategies that are not afraid to evolve with customer behaviour. It might seem challenging at first, to throw out all we know about customer targeting so here are a few of the key hacks that can kickstart your new journey and grow your business:
1. Leveraging Customer Data Platforms (CDPs): CDPs are game-changers in this strategy. By leveraging these platforms, we can segment audiences based on intent levels in real-time, allowing us to deploy highly targeted campaigns that drive enhanced relevance and engagement.
Segmentation is another vital component of our growth hacking arsenal. This data-centric approach fosters a culture of agility and responsiveness, essential traits for thriving in today’s fast-paced market. By making decisions based on real-time data, businesses can quickly adapt to changes and harness new opportunities.
2. Strategic personalisation and growth hacking: Blanket discounts are a thing of the past. One of the most effective growth hacks we’ve implemented is personalised discounts tailored specifically to high-intent customers. By tapping into first-party data, we can refine exclusion lists to ensure discounts are directed solely towards customers showing a genuine intent to purchase.
This targeted approach not only safeguards profit margins but also enhances the customer experience, fostering brand loyalty.
3. Enhancing customer experience: High-intent customers are more likely to appreciate and respond positively to targeted and personalised marketing efforts – the ultimate goal of all brand experiences. By meeting them at their point of need, businesses can create personal experiences that foster loyalty and conversions.
Crafting personalised offers and eliminating irrelevant messaging not only streamlines the purchasing journey but also strengthens the bond between the customer and the brand for repeat business. Trust me on this one—it works every time.
In today’s cutthroat digital environment, survival hinges on more than just a flashy website or trendy products. It’s about understanding that high-intent customers are the lifeblood of sustained success.
Embracing growth hacking and personalisation strategies by centralising first-party data through a CDP isn’t just a choice; it’s a necessity. This approach is key to unlocking untapped potential, enhancing conversions, propelling growth, and cultivating enduring bonds with customers that stand the test of time.
Juan De La Pava is co-founder of Digital Immersion.