Build customer loyalty and unlock sustainable growth by providing personalised experiences across the entire customer journey.
Customers expect much more. They are time-poor, and they are looking for easy ways to connect with brands. This means seamless, customised experiences that feel like a part of their everyday life, instead of heavy promotions & aggressive marketing. To achieve this, you need the ability to send entirely unique communications (from marketing to onboarding) to every customer, no matter the channel they are interacting with. You especially want to be able to do this for your most loyal customers.
Despite this, the opportunity is largely untapped. Although 89% of companies are investing, only 36% have even basic website personalisation. Even if companies have the right data and the right tools to get personalisation right, because of wrong measures or processes, they are often creating more detractors than advocates. Getting this right drives significant improvements, not only for start-ups and scale-ups, but established corporates too: considerably reduced acquisition costs, revenue lifts of typically 5-15%, and conversion rates, lead gen, visitor engagement, customer experience and brand loyalty all improving. If there was ever a ‘silver bullet,’ or ‘golden ticket’ to growth—it’s this.
Getting lifecycle marketing right requires a robust data architecture. To create behavioural and personalised campaigns across every channel, you need to understand what your customer journey and touch-points look like, how you can leverage different tools, and most importantly—ensure your customer data and events are consolidated, flowing in an automated solution.
This is not easy. Many companies are struggling because the advances in the space are new, and are hard to implement correctly. As a result, they instead circle back to traditional ‘spikey’ communications like newsletters, discount promotions, and paid channels, which are necessary to meet KPIs and see a spike in revenue. These strategies have their place, but over-reliance on them takes the focus away from more-effective layered strategies like customer lifecycle marketing—which are more subtle, personalised and engaging. Spikey strategies are expensive without creating lasting performance improvements, whereas layered strategies are engaging, build trust and increase lifetime value.
Getting personalisation right requires business acumen and funnel understanding, and cross disciplinary expertise in growth, monetisation, marketing, analytics, product development & engineering. There’s no out-of-the-box solution, especially if you are migrating an existing set-up and cleaning big customer data sets. There are a lot of things that can go wrong (e.g. data interruption) so it becomes a bit like changing the wheel on a moving car. Most companies do not have someone with this skill-set, or are unable to bridge the gap between their teams to make this happen. That’s where we come in.
The team at Ikaros are experts and pioneers in the field of customer lifecycle marketing, having built and scaled hyper-personalisation engines for companies of all sizes and industries. We’ll help you navigate the new space, and tailor an analytics infrastructure and marketing stack to your business needs, including:
It depends. To some extent the answer is yes. If you have a simple product and clean data in the necessary systems, you should be able to implement some personalisation across your comms. In most cases, however, that’s not the case and you need a better underlying data architecture to nail this topic. You need the experience of which events work well to track, what customer journey and touch-points should look like, and how you can leverage different tools across your data & marketing infrastructure to suit your needs.
Lifecycle marketing and personalisation aren’t particularly new concepts; they’ve been buzzwords for a while now. Despite this, the opportunity is largely untapped. Although 89% of companies are investing, only 36% have even basic website personalisation. There’s a disconnect between what’s trending, and what people are actually doing, which means there’s a great opportunity to pull ahead of competitors. Companies that have cracked the code are doubling down on their analytics stack and personalisation efforts, and reaping the rewards. They are seeing significant improvements: up to 50% reduced acquisition costs and revenue lifts of 5-15%.
There isn’t a one-size-fits-all solution to personalisation. The correct customer lifecycle marketing infrastructure depends on your industry, size, existing set-up and goals. Our approach begins with your infrastructure—we establish a customer data platform, consolidating all your sources of customer data into one clean source of truth. From here, we’ll help you choose and set-up the platforms you need to send comms, orchestrating the data flows to enable personalisation. Finally, we’ll help you run experiments, creating tailored onboarding and marketing flows that create customers for life.
The choice is yours, but we like to think of this from a total cost of ownership perspective. Building your own solution is complex—and takes time. In our experience, we advise companies to focus on the core business and get the best tools available to accomplish their objectives, even if that means paying for it.
You need the right data infrastructure, the right data flows, and the right customer attributes/events pulled together into an automated solution. If you’re using multiple platforms to collect data, you need to make them to talk to each other. Ideally you have a customer data platform in place, otherwise we can help set this up.
We’re a small but mighty team of experts & entrepreneurs. We value quick-wins, experiments and testing—but we get the importance of operationalising and automating successful tests.
We want to help you grow sustainably—rather than looking at how to spend more money on ads, we look at what element of the funnel can have the biggest impact on your bottom line.
Growth relies on constant testing and looking for the next edge—it is a constantly evolving landscape. We aren’t here to promise the world, recommend a few strategies, then walk away.
We’re here to find the right path for your business and support your internal team.
We’re always proactive, whether you need an advisor, or an extra pair of hands in-house to manage projects.
As a team of multi-faceted experts, we bring the skill-sets of marketers, product managers, data scientists and developers to any challenge.
Whether you’re facing a customer acquisition, retention, monetisation, product development, data, analytics or engineering issue, we'll be able to pinpoint what's holding back growth and help you fix it.
The team at ikaros have supported us in transforming a 20 year-old family business into a growth-machine, helping deliver close to 100% new customer growth.
They helped establish a data-driven growth culture, pulling together teams across functions and bridging the gaps between our technical and business challenges.
The ikaros team have been instrumental in supporting Prezzee on our data and insights journey.
From strategic advice through to best-in-class implementation support of our analytics tools, ikaros has been a true extension of our team. Their strategic, data-driven marketing lens and a real focus on business growth truly sets them apart.
Daniel and his team at ikaros are world-class digital and growth professionals.
They are content experts in the space of SEO, PPC and customer lifecycle marketing and were able to align our marketing and engineering team’s direction with their deep understanding of both business and technical requirements.
ikaros very quickly built a deep understanding of our product and business and designed an initial low-cost test that proved the value of lean marketing and personalisation.
In a short timeframe, we learnt a lot more about our customers and built strong executive stakeholder buy-in to the lean marketing process.
Daniel from ikaros is one of those rare talents you only come across a couple of times in your working life. He has the skill set of a brilliant marketer, loves data and for good measure has the coding skills of a developer as well.
He gets shit done, is methodical in his approach and yet doesn't lose sight of the bigger picture.
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Call us on 02 8311 8689.