Dig­i­tal mar­keters are faced with chal­lenges today unlike any other time in the his­tory of mar­ket­ing. Fun­da­men­tally, the cus­tomers they are try­ing to attract, con­vert and retain are:

  • Bet­ter Con­nected. They have innu­mer­able options for infor­ma­tion, and can switch resources and chan­nels at will.
  • Bom­barded. Cus­tomers are con­stantly being fed mes­sages from mul­ti­ple sources of influ­ence. As a result, they fil­ter out the “noise” of irrel­e­vant advertising.
  • Empow­ered. Unlike any time in his­tory, cus­tomers have on demand access to infor­ma­tion and peer influ­ence. They are in con­trol and pull infor­ma­tion to them rather than allow­ing you to sim­ply push it upon them.
  • Savvy. These facts have cre­ated a fun­da­men­tally savvier cus­tomer who has a higher expec­ta­tion for a rel­e­vant and per­son­al­ized experience.

To address these chal­lenges, mar­keters have responded by adding more and more spe­cial­ized mar­ket­ing appli­ca­tions. How­ever, as any mar­keter using a few dif­fer­ent appli­ca­tions knows, these appli­ca­tions have their own logic and data sets, and (sur­prise!) they weren’t designed to work with one another. Sim­ply, this leads to high lev­els of sub­jec­tive deci­sion mak­ing and time wasted try­ing to com­pare apples to kumquats. Mar­keters have long known that there is great ben­e­fit in inte­grat­ing their mar­ket­ing sys­tems to gain a bet­ter per­spec­tive into cus­tomer engage­ment and mar­ket­ing performance.

How­ever, achiev­ing such a cen­tral plat­form, or online mar­ket­ing suite that pro­vides nec­es­sary vis­i­bil­ity across all their appli­ca­tions has not been an easy nut to crack due pri­mar­ily to the dif­fi­culty around inte­gra­tion, which is inevitably IT inten­sive whether it be on the ven­dor side (such as Omni­ture doing it on behalf of our cus­tomers), or in-house. Assum­ing you are able to get the project approved, you’re then ham­pered in terms of being able to read­ily access the IT sup­port you need with­out putting together a full-blown busi­ness case, and wait­ing for require­ments, scop­ing, def­i­n­i­tion, etc. And oh, by the way, this could be a min­i­mum of six months down the road before they are able to get to your project. Talk about deflat­ing your momen­tum and busi­ness agility – buzz kill!

Wouldn’t it be great if you could inte­grate your mar­ket­ing appli­ca­tions your­self? Yes, you – the dig­i­tal mar­keter. Good news. In recent years, the world has become a nicer place for address­ing the needs of the online mar­keter. Now with a mar­ket­ing inte­gra­tion plat­form like Omni­ture Gen­e­sis, a mar­keter can now do their own inte­gra­tions through sim­ple to use wiz­ards and see all their rel­e­vant data from mul­ti­ple sys­tems in one place. This way you can com­pare apples to apples across cam­paigns and eas­ily see what is work­ing and what isn’t work­ing. Sim­ply hav­ing a sin­gle point of access into all your key mar­ket­ing and cam­paign per­for­mance infor­ma­tion enables faster and higher-quality deci­sions. Now for the real fun. Once all your data is in one place you can begin think­ing about automat­ing key busi­ness processes (where it makes sense.) My opin­ion is that once you have the data, auto­mate where ever, when­ever you can. A sim­ple yet very pow­er­ful exam­ple of this is auto­mated email re-marketing to tar­geted segments.

Say you send out an email cam­paign. Your email provider knows exactly the num­ber of emails sent, to whom they were sent, the bounce rate, the open rate and then the click rate. That is where Omni­ture Gen­e­sis takes over. Once a cus­tomer clicks through to your site, cam­paign infor­ma­tion is passed to Site­Cat­a­lyst, which spe­cial­izes in mea­sur­ing and keep­ing track of key online behav­ior, like what prod­ucts the cus­tomer viewed, what brands they most engaged with, what they added to their cart but didn’t pur­chase, etc. When some­one aban­dons a ses­sion with a prod­uct in their shop­ping cart, Gen­e­sis inte­gra­tions auto­mate the retrieval and the send­ing of that seg­ment of cus­tomers back to the accred­ited email providers. Your email provider can then send out a highly-targeted, highly-relevant offer to your customer.

You can now ben­e­fit through rev­enue recov­ery as you close the loop around cus­tomer engage­ment and make new sales that would have oth­er­wise been lost. With new gen­er­a­tion solu­tions like Gen­e­sis, an inte­grated online mar­ket­ing suite has become a real­ity; ensur­ing over­all improve­ment of cam­paign per­for­mance by enabling you to make bet­ter faster deci­sions and by automat­ing highly rel­e­vant tar­geted offers.

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