As businesses began to go digital, more channels for communication and connection on a one-to-one level spring up. For marketers, this means they no longer have to go via the “one size fits all” path in trying to brainstorm marketing materials that can engage with the masses. Personalising interactions with customers create more opportunities for brands to convert potential customers into leads. At the same time, marketing teams are therefore challenged to continuously up their game and have the ability to understand and target potential customers. Accurate customer identity data is therefore important and extremely useful for marketing teams to analyse and used in real-time engagement points across various digital platforms. As a result, digital personalisation is what brings identity and access management beyond just the purview of the organisation’s IT department, but also into the relevance of the marketing department.
Chief marketing officers and their departments are thus realising the importance of customer identity data and how they play a pivotal role in the construction of marketing strategies. This need gives rise to customer identity and access management (CIAM). For companies who are thinking of supporting their marketing strategies with the adoption of a CIAM solution, these are some important things to take note regarding CIAM:
Through the extensive range of websites, applications and inter-connected devices, data silos have become an issue that does not only affect IT teams, but also marketing teams. The creation and presence of data silos obscures marketing teams from being able to view customer profiles. In addition, this incites frustration for both the marketing teams and also the customers. For marketing teams, they are attempting to analyse and understand their target audience in detail, by viewing customer profile data. For customers, having to key in their particulars into one channel, such as a website, but then repeat the keying in process when they are using another platform or device, it creates inconvenience. This inconvenience and lack of seamlessness can be a factor that makes customers more likely to abandon brands and switch over to other competitors who are more accessible and convenient. With CIAM, marketers can access comprehensive customer profiles in a single perspective. Customers are able to have secured and convenient access, across multiple platforms. CIAM is thus effective in creating seamless omnichannel experiences for both customer and marketer.
With CIAM, data breaches can be drastically reduced. With the advent of cloud technologies, security issues are growing more complicated and current security infrastructures have to keep up and adapt. CIAM is therefore the answer for marketing teams that are vested in digital security. Not caring about security makes a business more prone to security breaches and in turn, reputational damage. Customer data is highly private as well as valuable, and being vulnerable to data breaches is enough for customers to lose trust in a brand, and migrate to competitors with more security and trustworthiness. Implementing CIAM helps to secure identity data that marketing departments can use for personalised digital interactions.
CIAM is a marketer’s boon and the more marketers know that IAM is not just an IT priority, the better they can adapt marketing initiatives to today’s IT environment.