The 5% Magic

Hello everyone, I’m Paul Pisecco, Data & AI Platform Lead at HCLSoftware. I recently got a chance to speak at an event about the trials and tribulations of the ever-evolving digital marketing landscape. You might be surprised to learn that only a small number – just 5% – of your customers can shape the success of your digital marketing strategy.

Our world today is digital first. Over 90% of Australians are shopping online, yet we see a decrease in consumer engagement with traditional digital marketing channels like social media and email. Amidst this, the battle to gain the customer’s attention, to truly engage and make a lasting impression has never been more challenging.

Harnessing the Power of Personalisation 

How do we make sense of this paradox? How do we rise above the white noise and connect with the elusive 5% that can swing the revenue pendulum in our favour?

The answer lies in personalisation – tailoring messages based on customer behaviour to significantly boost engagement. In fact, personalised messages have demonstrated a whopping 200 – 400% better performance compared to generic ones. Moreover, integrating these personalised messages within omnichannel customer journeys has resulted in revenue bumps of 5 – 15%.

However, the real magic lies in identifying and nurturing potential leads – the 3% who are interested but require handholding through the funnel from interest to consideration, to intent, and finally to purchase. Understanding and predicting customer behaviour through data plays a crucial role here. This is our superpower – using data-driven insights to offer personalised content and predict purchase decisions.

The focus shifts beyond superficial insights, like page views, to a deep dive into customer behaviour – understanding the time they spend hovering their mouse over a product, tracking their page revisits, and contact lookups. The idea is to comprehend their interests, behaviour, and preferences to offer an unparalleled customer experience that drives conversions.

If you are facing the same challenge, have a read at this mini white paper where I illustrated the challenge and solutions with a real-life example.

In the grand scheme of digital marketing, it might feel like you’re trying to find a needle in a haystack – but in reality, you’re hunting for those crucial 5% of buyers. The focus should be on creating a personalised, engaging experience, particularly in the lower and mid-funnel. The beauty of it all is that you’re not alone in this journey.

At HCLSoftware, we’re combining innovative technology and AI solutions with real-world expertise to help you create standout digital experiences and harness data-led insights to know and truly capture your customer. Reach out to us today to learn how we can help maximise your brand’s potential.