To counter the mounting pressure of delivering consistent, sequential experiences across devices and channels, financial marketers need to make effective use of a CDP. With cross-device personalization, a CDP can help financial marketers deliver personalized experiences across all multiple devices and touch points.

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How CDP helps to engage customers
with cross-device personalization

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Consumers in the Financial Services
industry are increasingly using
electronic devices such as
smartphones, laptops, tablets, smart
watches, etc. for interacting with their
service providers.

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If financial marketers
could find a way to
leverage this cross-
device usage to better
engage with customers, it
would immensely benefit
their businesses.

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Marketers have been focused
on implementing
personalization in their
marketing campaigns.
Targeting customers with
personalized offers and
messages have reaped great
rewards in terms of user
engagement and conversions.

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THE RISE IN CROSS-DEVICE USAGE

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It is estimated that
around 80% of
consumers switch
between various
devices while
performing research on
some topic on the web.
40% of consumers
purchase a
product/service on a
device that is different
from the one on which
they started their
research.

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Financial consumers typically use their smartphones
to research about some financial product…

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then end up completing a digital transaction
on their laptop or vice versa.
As a result, the data is siloed across multiple devices.

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Marketers are hard-pressed
to look for ways to create an
effective customer
engagement strategy by
deriving meaningful insights
from this siloed data.

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ACHIEVING CROSS-DEVICE PERSONALIZATION
USING CDP

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Last year, Scott Brinker, editor of the Chief
Marketing Technologist blog, said that
“Customer Data Platforms will soon have
cross-device capabilities. But getting there
would take some time as the existing
CDPs in the market weren’t quite
successful in mapping users across
anonymous device touch points.”

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They were able to track how
customers use these devices to
navigate between social channels,
websites, and public portals.
CDP vendors were
successful in
matching a laptop,
smartphone, tablet,
smart watch, smart
TV, or any
connected device to
a specific individual.

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With cross-device personalization, CDPs can
achieve sophisticated ad targeting across all
customer touch points.
If financial marketers are successful in doing
this, they will able to bridge the gap between
themselves and the customer and derive
maximum value out of their marketing spends.
CONCLUSION

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Every channel comes with its own features and capabilities.
Financial marketers need to thoroughly understand what value
they can derive from them.
Get through a detailed information regarding the challenges that
financial marketers go through in the blog mentioned below,
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