As consumers connect with businesses through a growing multitude of platforms, marketing communications seek to progress. Because campaign effectiveness is primarily dependent on putting the appropriate messages in front of the right people continuously, a solitary or even dual-channel strategy to marketing is fast becoming obsolete.
Buyers increasingly come into contact with both B2B and consumer companies at many touchpoints during the sales cycle or purchase assessment. A search for products and solutions, for example, may begin with a google search, which leads to preliminary research on business or partner websites. This first search may be completed, only to be followed by a mobile application search that continues on social networks.
To support a choice, this study may require more prodding and nurturing across numerous lines of communication. Ultimately, to finalize significant transactions, you may need to follow up with your sales or customer service representatives. And these are only a few examples of existing communication channels; new channels arise every year.
Traditional vs. Future Marketing
Conventional marketers have always seen campaign implementation as a succession of micro-campaigns rather than a cohesively integrated and self-directed buyer experience. This is frequently evident in how we split the burden on the marketing department, with specialties in email, website, mobile marketing, and other areas. While these specialties may prove to be valuable, the fate of effective marketing companies will rely heavily on providing a linked, customized, and unified consumer experience across many platforms.
As various channels via which we may communicate with our target consumers grows, so do our chances of capturing their interest. Simultaneously, it is critical to be able to automate these exchanges at scale without becoming overwhelmed by all of the possible communication routes.
So, how can you implement multi-channel campaigns without adding stress or effort to your already overburdened sales department? Is it even viable to connect through so many platforms, or will you have to choose between staffing and content distribution?
Centralized multi-channel marketing automation is made possible by a smart marketing platform. The same technological advancements that have allowed us to go on self-selected digital excursions are also providing chances to streamline and expand multi-channel interaction.
Here are three practical functions that, when backed by a forward-thinking marketing automation platform, will provide the groundwork for present and future marketing success across platforms:
1. Managing Your Audience
Instead of identifying targets each time a campaign is run, a prominent system provides users to build up automatically updating lists that update membership based on real-time interactions and field-level criteria. Rather than utilizing a typical ‘batch-and-blast strategy, monitoring for status changes allows you to correctly determine a buyer’s preferred channels of communication and the most important subjects.
You can more effectively influence when, where, and how customers experience your brand by separating target definition from program execution. Instead of developing separate lists that only serve a single campaign, for example, it is feasible to think more broadly and utilize these populations over time to generate greater outcomes depending on user-defined communication patterns.
Previously, many marketing automation systems were unable to convey these audiences to all channels that enabled multi-channel communication regularly. A robust system, however, now provides the sales department to implement their audience plan from a centrally controlled and linked center, thanks to robust APIs, pre-connected campaign-to-audience capability, and easy interfaces.
2. Marketing Automation with Connected Channels
The first step in creating a linked consumer experience is identifying recurring customers. The ability to construct a desirable experience based on customer engagements is the next stage. A marketing automation platform must allow trigger-based reactions across platforms within the same automation flow to do this across networks.
While this notion appears simple enough on the outside, the technology synchronization required to enable this complexity necessitates thoughtful and intentional engineering. Back-end platforms that have been pre-programmed must perform the hard weight for the average non-technical marketer and streamline the rationale for determining when to divert customers from one sort of communication to another. One of the chief factors many automation systems have a long way to go before properly integrating multi-channel marketing inside a central automation engine is the challenge of reducing the user interface while preserving technical competence.
The advantages of linked, multi-channel automation are enormous. Platforms that enable omnichannel communication allow marketers to design campaigns without changing their strategy to meet their systems. These services’ logic and workflows allow program researchers to easily integrate and delete different forms of communication from the same flow and on the same page, reducing the number of times they have to exit the system to set up elements in other platforms.
An example of a multi-channel flow would be the capacity to begin an instant response by email, then send out a direct mail piece within a specified duration if the client has not gone ahead within their buying criteria. There are firms now that can generate and customize direct mail communications within the first 15 minutes of real-time action, then place them in the daily mail for quick delivery the next day.
Another alternative is to incorporate SMS text messaging into the loop or to add/remove people from retargeting targets inside your ad networks. A strong marketing automation software must be able to connect continuing in-app messaging with the most essential and relevant desires of your target group for those managing mobile app initiatives.
3. Scalable Personalization
Finally, a fully unified marketing automation platform will enable marketers to scale their efforts across all platforms, in addition to general target and channel control. Using web customization, you can now tailor an individual customer’s website experience based on their traits and real-time behaviors. This level of personalization should be replicated across all marketing platforms without overloading your staff.
To achieve this degree of flexibility, your marketing campaigns must be flexible throughout the whole platform, and repetitive tasks must be drastically minimized or avoided. For example, if you’re creating numerous copies of the same email merely to customize the content for each of your target groups, it might be time to consider emerging technologies that can automate across multiple platforms at scale.
A robust marketing automation tool, such as Aiozium, sets the standard for customizing and integrating the consumer experience across all channels without exhausting the marketing department. It’s time to come on board or risk being left behind with segregated, useless messaging.