Omnichannel Personalisation Is The New Currency: Pradeep Kumar

Addressing at the inaugural edition of the BW Festival of Marketing, Pradeep Kumar, also known as Prady, CEO of Neil Patel Digital India, discussed the forthcoming trajectory of omnichannel marketing.

Kumar initiated the session by explaining, “Omnichannel marketing is multichannel marketing where all channels are interlinked”. He further added, “The collective experience we provide to the customers through all the marketing channels will make the customer stick to your brand through the personalised experience we provide them across these channels.”

Kumar went on to speak about brand loyalty saying, “Loyalty is a function of memory”. He added that building long-standing memory of your brand or service will create loyalty for your brand amongst your customers.

He talked about the Peak End Rule commenting, “You need to understand individual customer needs and cater to them”.

Kumar stated, “Omnichannel personalisation is the new currency”. Omnichannel marketing increases the rate of engagement by 166 per cent according to a Deloitte report. Kumar underlined that shopping experiences in the coming years will be increasingly personalised with marketers beginning to use Artificial Intelligence and Machine Learning to analyse large amounts of data to reach a wider audience with personalised messages.

He proceeded to give the example of Apple; he emphasised that the company provides its consumers with a unique experience from the unboxing of their device to the very integrated ecosystem they provide between multiple Apple devices.

Kumar also spoke about the future of marketing saying, “Omnichannel personalisation is the future of marketing”. He talked about how a cookie-less future encourages marketers to create more “transparent and respectful customer relationships”. It urges brands to be better at data and prioritise privacy, fostering trust, loyalty, and strong customer relationships.

Kumar also discussed the upcoming trends in marketing, emphasising that omnichannel personalisation is where marketing is headed. Citing a report from UnFold Labs, he pointed out that AI is expected to recognise human emotions and will play a role in just under 50 per cent of the online advertisements you encounter by 2024.

Concluding, he elaborated on how the transition to a cookie-less future is prompting marketers to establish "transparent and considerate customer relationships." This shift encourages brands to handle data more responsibly, placing an emphasis on privacy and thereby fostering trust, loyalty, and robust customer relationships.