Consumer lead data is more fragmented than ever as customer data collection happens in siloes across the omnichannel buying environment – multiple devices, multiple media formats and multiple campaign management tools. Yet even new customers expect a seamless experience. Lead marketers want to deliver more personalized and relevant experiences that increase customer acquisitions and drive conversions but are challenged by a lack of cohesive visibility into lead identities. Marketers that adopt an identity resolution or consumer identity management strategy, however, can improve their lead visibility and gain a complete view of the consumer.
Here are some of the top trends shaping consumer identity management in lead generation in 2018.
Artificial Intelligence (AI) will help identify better lead prospects.
AI was one of the top marketing trends for 2017, and marketers are starting to understand and utilize data-based machine learning to automate decisioning and continuously learn and predict future behaviors. For lead buyers and sellers AI will enable greater automated use of historical attribute data from incoming leads to better profile and target “best consumers.” Accurate and validated consumer identity and leads data is the critical foundation for AI success and lead marketers that continue to explore and better understand AI’s influence will benefit.
Blockchain in marketing will take shape.
Blockchain is a buzzword that will begin to become less theoretical and take shape through real world applications in 2018. While still a forward-looking trend, blockchain enables the linking and tracking of transactional information that could help inform lead scoring and prospecting. It is something lead marketers should keep an eye on. Consumer identity management will be a critical foundation to blockchain’s effectiveness as it will allow companies to collect, validate and authenticate disparate data sources.
Chatbots will predict future in moment behaviors.
With intelligence data tools becoming more widely used by marketers and consumers expecting Amazon-quality personalization, chatbots that leverage on demand consumer identities to answer questions from potential customers can drive more lead submissions and deliver a more personalized experience for increased customer acquisition. Lead generation will become more reliant on chatbots for early stage interactions with consumers.
Big 4 tech providers raising the bar on personalization increases need for identity resolutions.
As consumers are now accustomed to the customer service and personalization that the big 4 tech providers (Google, Amazon, Facebook, Apple) deliver, other online transactions are lagging in providing a seamless cross device user experience. While social media can provide new lead insights, there is a low barrier of entry for creating new social identities – leading to an increasing number of unverified identities. As such, lead marketers for brands of all sizes have a greater need for identity resolution. Can you match a social profile to another lead identity or capitalize on social identities to drive new lead sources? Use of and access to identity resolution data and tools will become more mainstream and accessible – and move from a nice-to-have to a must-have – in 2018.
Privacy and security breaches put more focus on legislative developments.
With numerous data breaches in 2017, consumer data privacy and security is a top identity trend to watch. Additionally, in May of this year, the European Union (EU) General Data Protection Regulation (GDPR) becomes law requiring online publishers with European traffic to disclose all third parties that capture user data from their site. This will have big implications for global marketers. And while it isn’t likely that EU GDPR-scale legislation is imminent in the U.S., lead marketers who use consumer identity data should watch closely for new legislation and regulations that affect both treatment and interaction with leads.
Delivering a solid customer experience starts with lead identity management that leverages past leads to determine which new leads to target at the top of the sales funnel. This enables personalization and helps drive more lead conversions. Lead marketers that adopt a robust consumer identity management strategy can improve their lead conversion and customer acquisition rates but also plan and act on forward looking trends to move the needle on future identity resolution and personalization challenges.
Join Gary Walter's colleague, Brian Wool of Infutor, and Matt Gabrielson of Connect Your Leads at LeadsCon Las Vegas 2018 (March 5-7) for a discussion on "Delivering High Quality Leads in Today's On-Demand Economy". Register today!