Gigya Lite Registration Refines the Concept of “Progressive Identity” in the Buyer Journey

Gigya Lite Registration Refines the Concept of "Progressive Identity" in the Buyer Journey

Gigya Lite Registration captures customer information very early in the buyer’s journey without requiring any inputs from them

By the end of 2020, the number of email users worldwide will cross 3 billion. Crazy stat– Every second human on the planet will have an access to send email daily! Currently, 205 billion emails are sent every day, and by 2020, the number will explode to 250 billion. In short, irrespective of the size of your business, email marketing will remain the biggest contributor to the MarTech revenue. However, initiating an email engagement with a customer based on online visits remains the biggest challenge for modern marketers. Enter– The revolutionary concept of Progressive Identity by Gigya.

Gigya Lite Registration Makes Key to Progressive Identity

Gigya, the leading customer identity management platform announced the introduction of Lite Registration to expand its progressive identity offerings. Lite Registration is a new capability in its Customer Identity Management platform that leverages a universal consumer identifier — the email address — to help brands connect with customers earlier in the buyer journey. The new capability is expected to be available as a premium feature for Gigya clients very soon.

Separating Known IDs from Anonymous One Critical to Marketing Campaigns

In an exclusive chat with me at MarTech Series, Jason Rose, SVP Marketing at Gigya elaborated on the biggest unforeseen challenge for marketers in turning customer identity data into actionable campaigns. Jason says, “The biggest unforeseen challenge for marketers is getting the customer to move from “anonymous” to “known,” and then showing the value that the customer will gain in exchange for their personal information.”

Jason adds, “Once this barrier is crossed the challenge becomes centralizing that data and using it consistently across the entire digital stack. While this may seem easy, in a recent conversation with one of our customers they had identified over 3,000 systems that contain customer data.”

That’s why it’s important to identify customers very early in the buyer’s journey to ensure that marketers deliver flawless customer experience to the right audience instead of disinterested ones. Lite Registration allows Gigya’s clients to offer sign-ups to customers for newsletters, promotional offers, contests and other value-for-information exchanges such as lead generation or “contact us” forms that require only an email address and consent for activation, with no need for creating a password.

Out-of-the-Box Sign-Up Screens Capture Customer Data Automatically

Gigya Lite Registration is a key early step in “progressive identity,” the concept of capturing information about online visitors as early as possible and in small pieces, rather than immediately asking consumers to fill out lengthy registration forms.

Progressive identity establishes trust-based relationships by offering value to visitors in voluntary exchange for a minimal amount of their personal data. This allows brands to gain a better understanding of customers’ wants, needs, and preferences while protecting customer data and complying with privacy regulations.

Lite Registration provides out-of-the-box sign-up screens that are highly customizable via Gigya’s intuitive UI Builder or through markup extensions. Clearly presented opt-in and opt-out flows transparently capture and document customer consent in one place, helping businesses stay in compliance with regional data privacy regulations. Customers can then choose to opt-out of newsletters or campaigns or delete their accounts via unsubscribe links within emails and, since only the newest updates are reflected, the datasets stay clean.

How Does Lite Registration Work?

When a Lite Registration user converts to a full registered account, their consent and preferences carry over to maintain consistency, accuracy, and transparency. For example, consent can be automatically synced with data from Gigya’s Profile Management database to enable options such as automatically updating a customer’s profile when they choose to unsubscribe from a newsletter or service. These profiles can then be synced with key marketing, sales, and services applications to enhance progressive identity capabilities.

Lite Registration is an Extention of Email Marketing

Lite Registration represents an extension of email marketing, rather than a replacement for email service providers (ESPs). ESP platforms are optimized for managing mailing lists and complex automated email campaigns but are not designed for collecting, securing and managing customer data and consent. They also cannot be fully optimized when operating in a silo, since their data is often not integrated with other marketing, sales and service applications, limiting brands’ understanding of customers.

With Lite Registration, connections are established with customers earlier in their journey to begin building compliant, trust-based relationships that result in higher acquisition rates and deeper brand loyalty.

“Consumers are increasingly protective of their personal information, so brands need to maximize the potential of email addresses while ensuring trust and transparency throughout the customer life cycle,” said Rashmi Vittal, Vice President of Product Marketing at Gigya. Rashmi adds, “Lite Registration from Gigya gives brands the tool they need to build relationships gradually through give-to-get exchanges of value that create a path to long-term customer engagement.”

Gigya Helps Marketers in Building Identity-Driven Relationships

Gigya’s Customer Identity Management platform is helping companies build trusted digital relationships with over 1.3 billion consumers. With Gigya’s technology, businesses increase registrations and identify customers across devices, consolidate data into rich customer profiles and provide better services, products, and experiences by integrating data into marketing and service applications.

For global businesses operating in an increasingly complex regulatory landscape, Gigya optimizes compliance and customer trust, with discrete regional data centers and customer self-service options for managing profile, preference, opt-in and consent settings. More than 700 of the world’s leading businesses rely on Gigya to build identity-driven relationships and to provide scalable, secure and compliant customer identity and access management.

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