In the mill I would like: the consumer protagonist
Investigating and engaging in dialogue with your consumers, gathering their opinions and advice on products is one example of an activity that can create a bond that goes beyond the simple consumption of the product. The platform “Nel mulino che vorrei” was created several years ago with the aim of gathering ideas from consumers and is now evolving into a hub that can act as a collector of their advice but also to retain them through point collections, couponing and gifts that allow consumers to remain connected. Analyzing the results obtained to date – almost 11,000 ideas generated and more than 1 million comments – we can certainly say that it is a successful solution and the key is in the ability to involve the consumer, making him the protagonist of the brand view by also inviting him to comment, vote and share the ideas generated by other people, thus creating a sense of belonging and brand community.
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The information collected by list of australia consumer email an active community becomes real ongoing market research , which turns into a significant competitive advantage, allowing us to constantly collect feedback.
How to create and manage an engagement platform ?
Creating and managing a platform of this type, which must necessarily be seen from an omnichannel perspective, is an operation that can only be done through tools that allow you to collect , analyze and activate a multitude of data from different sources. A further boost can be provided by the analysis and prediction capacity of technologies based on artificial intelligence . The 4 fundamental steps must therefore necessarily be:
Collect data, including from different online and offline sources
Segment users, determining which segments are most relevant
Analyze and predict user behavior
Personalize and automate communication to each user, both through website personalization and through communications via email, SMS or social campaigns.
Mass-market brands normally address a large number of consumers and advanced automation systems therefore represent, in addition to an indispensable operational tool for managing communications with their customers, also an opportunity to collect and analyze data. The goal of this collection and analysis is obviously to generate important insights for strategic marketing, which allows you to design new campaigns or refine your strategy. It is also very interesting to note how, by building a loyalty program , you can transform a process of gathering ideas into a tool for building consumer loyalty . In fact, thanks to artificial intelligence , it is possible to interact in a personalized way with your users, collecting information from them that allows us to predict their behavior and offer them products in line with their expectations. Mapping even only partially their purchases, trivially digitizing the old points collection, allows you to analyze their purchasing habits by understanding what they consume and how often. It will then be possible to identify patterns that allow you to optimize the proposal (and ultimately the results), using all the data collected both from their offline purchasing behavior and from interactions with the pages of a portal, as in the case of "Il mulino che vorrei". Returning to our example, it is undoubtedly interesting to understand which are the most voted ideas, but we can go much further: by which target are they voted? by what type of buyer? by consumers of which product? of which geographical area? and so on.
