Marketing is changing
Marketing has traditionally been product centric, broadcasted for reach, and cyclical; based on old assumptions about technical possibilities and customer behaviour.
We believe that this doesn’t have to be the way. And that there are large organizations ready to start orienting their businesses around the customer; moving from campaign to conversation, from interruptive advertising to delivering customer utility through their communications, and from broadcast messaging to communications that are personalized, reactive and indeed predictive in nature.
Why we exist
idio was founded in 2006 to change the way brands communicate with their customers. It is now becoming well understood that more personalized messages and engagement across more channels contributes significantly to an increase in lifetime customer value, and that in many industries, becoming truly customer-centric is a foundation for competitive advantage in the future.
Our team has deep experience in CRM, having founded one of the leading CRM decisioning vendors in the UK and led the CRM team at a major telco, deep experience in Social, having built social applications for major media companies, consumer brands, and government, and in Data Mining, having built systems that monitored global customer insight for large telcos and matching systems for combining social and email records.
At the beginning of most engagements we seek to understand from brand insight and analytics what the customer interests are, and where these intersect with the brand’s domain. A data-driven content strategy is birthed, which guides the subjects which the brand speaks about, and the way in which it speaks. Underlying this is an understanding that pull marketing beats push marketing, and that winning brands engage, inform and educate their customers, rather than just sell to them.
We can then use idio’s Curation Dashboard to gather and analyse all relevant content, including brand-authored messages, content from agencies and partners, syndications and aggregations from customers and fans on social media platforms. idio understands the meaning behind the content, and builds up a real-time content hub which is well-structured and able to respond to emerging customer behaviour.
By analysing the interests of every customer, idio can deliver personalized content based on their real-time social and behavioral context. This is co-ordinated across each channel. And by analysing the responses to every piece of content that is delivered, idio learns the implicit preferences of each customer, and improves the personalized delivery next time.
idio works best with clients that are focused on proving metrics. idio tracks individual interactions so that detailed and actionable customer insight can be produced, as well as understanding how these support business measurements such as engagement, advocacy, revenue, and loyalty.