True Omnichannel Marketing With Connected Programmatic & CRM Channels – Engage360
The transcendence of marketing from brand-first to consumer-first had been gradual but visible. Now users have more control over their preferences. Also, they have become more conscious about the products they buy. More so, users are not shy anymore from even moving away from their preferred brands if they don’t meet the user’s expectations.
As the situation got more challenging, the users are more concerned about their privacy too. Therefore, they have become less generous when it comes to sharing data, that too, over touchpoints they seldom use.
However, things are not so grave as it looks. Research has shown that as many as 86% of users are willing to pay more, provided they get a better customer experience from brands. Yet, the art of engaging the users efficiently needs targeted communications that invoke the right set of actions from the users to convert them.
Reaching the users - CRM platforms or programmatic
Creating a engaging marketing communication lies in effective utilization of the user data collected across touchpoints.Irrespective of the channels, you should look to consolidate the user information at a single location. Without a holistic view of user details, making quick and informed decisions would be tough, leading to negative user experiences. Also, having a strategy to leverage these channels helps you to measure the performance of your marketing campaigns and optimize the marketing ROI.
When it comes to increasing transactions from the users, marketers often rely on either programmatic or CRM platforms to drive their marketing campaigns. Programmatic and CRM platforms have different working principles, despite needing user data as the input.
Programmatic tracks the online behavior of the users by deploying cookies. Besides, it tries to identify the trends of the users’ online behavior based on multiple attributes such as Demographic, User intent, Transaction Behavior, App Usage & DMP. Once you have enough data users can be classified into different buckets. You can then ensure that the right users are shown the relevant ads product recommendations. You can also retarget them with ads across channels if they have not converted.
CRM platform, on the other hand, is helpful to retain the users who have subscribed on your Website or App. Besides, CRM can also help you to do brand-building, invoke loyalty, and drive stronger customer relationships.
However, the challenge for most marketers is to gather the data from both these platforms and create a complete buyer’s persona of their users. Additionally, the affluence of data-privacy acts in recent years is proving to become a hurdle for marketers to collect actionable insights. The phasing out of cookies by the major browsers is another such hindrance in identifying the users based on their online activities.
Merging the data from programmatic and CRM platform - How can it help
It is a known fact that using a one-size-fits-all approach in modern marketing has become quite obsolete. The emphasis has changed to a data-driven marketing. Thus, marketers must realize the need for having a platform with a singular data in silos. Having such capabilities would let them reach their users with engaging communications.
Creating an ecosystem where you can target your users with high-intent marketing messages is crucial to improve the overall user experience of your brand. Further, having a unified source of data gives you several benefits, which are mentioned below:
1. Create customer centric strategies
When you have a customer-centric strategy for all your campaigns, the focus lies on the user needs and expectations. Therefore, you need to understand the customers, design the communication according to their preferences and reach out to them. You measure the metrics that matter the most about the campaign and gather feedback to improve your future campaigns.
When your campaigns are user-oreinted, the user experience improves. It helps you to improve engagement and reduce the churn rates. Moreover, your communications become highly relevant to them and create a positive bias towards your brand.
2. A single hub of user data
A single source of data helps you to create the buyers’ persona more precisely. Moreover, it helps you to leverage the data about their most active touchpoints, their online preferences, the devices they use most and more. Consequently, it helps you to get your strategy at par, and make your communication less invasive, but high on intent. Having a 360-degree view of your users helps you to have more control over your marketing campaigns.
3. Automates and evolves your marketing campaigns
Having a platform that consolidates all the user data helps you to automate your marketing process and become more efficient. You are more equipped to make a business decision such as the strategy for particular campaigns, or budget allocation for it.
Additionally, automating the process would also help you take customer-specific decisions more accurately. You can automate the communication process as per time, content types, and channels too. Thus, you do not have to repeat the process manually for every campaign.
Besides, machine learning and artificial intelligence are the working force behind automation. Therefore, you can keep a record of users’ behavior on your platform, and attend to them to convert or nurture them according to the need.
To let your marketing communication flow in a seamless manner, your data silos need to blend in completely. Having so makes your campaigns well-defined and efficient - the key elements for a brand to achieve its objectives.
4. Consolidated access to your marketing insights
Collecting and utilizing precise user information remains one of the primary obstacles to marketers. However, analyzing or even viewing the data across channels and touchpoints is still an Achilles’ heel that needs solving. Usually, marketers have to depend on multiple sources or platforms to collect data, and then painstakingly collect insights from them. Also, the operational differences between the platforms, especially the programmatic and CRM, make the task tougher. Having a platform that consolidates data from programmatic and CRM channels is a precursor to derive actionable insights.
Data is considered as the fuel that runs the modern-day engine known as growth for brands in today’s time. However, gathering the scattered data across channels, platforms, and touchpoints makes the marketing process less efficient for marketers. Marketers must look to consolidate the user data collected in multiple silos to generate more business impact for their brands and optimize their marketing ROI efficiently.
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