How integrated marketing automation leads to personalisation and customer relationships

 
 

Today, we are in a transition from "push" marketing and broadcasting to integrated interactive marketing whereby a mix of outbound and inbound interactions, depending on individual behavioural, transactional and demographic data. No longer can corporations simply shout out their messages; personalisation and segmentation improve relevance and value. People expect brands to be interactive in the true sense of the word and they also expect those brands to give them the power of choice.

Marketers are focusing more and more on building trust and connections that lead to prospect or customer relationships by offering relevant and targeted content and promotions which add value to customer's lives. Making that content available and creating touch points depending on the customer life cycles across multiple channels and when the consumer wants it is the cross-channel marketing challenge marketers face today.

Marketing automation and cross-channel marketing software for an integrated customer approach

These marketers have the vision and the drive, but are often hindered by the fact that they are too dependent on corporate ICT to integrate new tools and functionality to support their cross-channel interactive efforts. It's a huge challenge to integrate such things as e-mail, data gathering web forms, mobile and social with website personalisation, transaction & event triggers, centralized real-time profile databases and personalisation of each interaction. And that's simply a high level overview of the issues facing marketers, since an integrated and data-driven marketing strategy by definition means connecting and integrating communication and customer platforms.

Just about every professional has fought the battle for the resources they require to fulfill their visions and support the plan and execution of same. Even explaining the need for such interactive marketing tools to someone whose focus is not on marketing can be a huge challenge!

You need the right tools with the power and control to effectively engage customers in the interactive world we live in today. Those tools should put you in command of the process every step of the way from creative thinking to operational execution.

So, what's the solution for both eager "new generation" marketers and overwhelmed IT departments? Where can a marketer turn to and get the expertise in interactive marketing and the technology behind it to bring their visions to life and implement their marketing plans? Marketing automation software and cross-channel marketing solutions that integrate well with interactive CRM and have a strong data model offer an answer to these challenges.

From personalisation to personal customer relation through marketing automation

A marketer needs to be able to see more of a picture of the plan initially than the nuts and bolts of it. The core business of a marketer is business. Selligent offers tools which provide you with the support you need to focus on your vision and stay true to it. The graphical scenario builder allows you to create multi-step communication processes which cover e-mail, mobile, landing pages, forms and traditional channels using ready-made building blocks in a graphical scenario.
These tools operate as if you had a huge staff of sales and marketing assistants. They keep a watch on customers (hundreds or millions) and respond at the speed of light, executing your plan while staying true to your vision.

Personalisation is a very powerful online marketing tool and with the marketing automation and interactive scenario driven marketing solutions we offer you can optimize your messages and set personalisation rules which operate according to individual profiles.

The paradox of all this might just be that automation and scenarios are the way to personalised, relevant and efficient customer interactions that ultimately lead to personal interactions and customer relationships.
 



Do you want to engage the multi-channel consumer?

Today's customer is cross-channel and he/she is at the centre of sales and marketing.

Communication channels depend on the consumer and marketing is about engaging the cross-channel customer and prospect throughout integrated dialogues that are driven by his/her buying journey, preferences, triggers, signals and behaviour.

Discover why your business should move to an integrated marketing approach step by step and how.

Download our white paper "Moving towards integrated interactive marketing".