In today’s fast-paced digital environment, marketers are faced with new problems and challenges when trying to deliver the expected marketing results. This is caused in part by the increasing:
All these challenges have to be faced and overcome, while at the same time you’re also expected to consistently elevate the impact of each marketing effort. Automating your marketing efforts is key if you want to be successful in personalizing targeted communications, reducing marketing complexity, aligning with channel-specific content, and increasing the effectiveness and efficiency of your marketing initiatives.
According to the Omnichannel Marketing Excellence report by London Research, based on a global survey of 235 organizations with annual revenues of at least $50m:
So, how can I efficiently orchestrate and automate marketing tactics across all my channels including offline, online, mail & advertising?
Data integration, technology shortfall, and lack of skills or experience are currently perceived as the biggest barriers for marketing automation success (Adestra). Accurate, centralized, and usable customer data is the foundation for omnichannel orchestration power. Without high-quality customer data collected from all your different channels, it will be near impossible to generate a single view on your customers that serves as the trigger for the automation throughout all their interactions with your brand’s channels.
Because of a CDP’s ability to unify real-time individual customer data in a single solution, it’s a key enabler for serving fully synchronized and personalized omnichannel content. The data used is generated by both known and anonymous visitors and customers, through interactions with all your channels.
CDPs allow you to:
According to Gartner, a customer data platform is a marketing system that unifies a company’s customer data from marketing and other channels, to enable customer modelling and optimize the timing and targeting of messages and offers. A CDP collects, unifies, analyzes and activates this individual customer data.
Read more about CPD features and capabilities that enable high-performing marketing automation and orchestration:
A CDP unifies all customer data generated by sources such as marketing channels, e-commerce platforms or websites. This enables the breaking down of data silos, enabling the consistent activation of campaigns to very specific targeted audiences.
Which products are each customer interested in? How long ago did they engage with the brand? What was their last purchase? Did they buy through a link in an e-mail? Previously, answering these questions was near impossible, as this data is commonly scattered across different channels without a way to link customer information to individual identities. A CDP provides these answers and enables you to personalize your communications, greatly improving relevancy and timing, to meet the needs and wants of your customers.
A CDP is the integrating piece, connecting with all your channels to enable the activation of the customer data and marketing activities when certain automation is triggered. This enables marketers to have full, orchestrated control over through which channel or mix each customer will be reached at each specific point in time. Without a CDP, this would otherwise remain a quite challenging task when marketing channels and data are siloed (see picture).
Having a CDP in place enables you to uncover new insights resulting from channel data unification, for example, to identify the channel (out of your complete mix) your customers prefer to use to engage with your company historically. Then, align your marketing accordingly to avoid ad fatigue, spamming and annoying your customers and improving the allocation of your marketing budget.
Understand the behaviour and engagement of your customers with your channels in real-time to adapt your marketing tactics consequently and guide your customer through their individual customer journeys.
We have helped companies like Carlsberg, Sligro, Kawasaki, ForFarmers create the best Digital and E-commerce Experiences for their customers and we can do so for yours.
We can support you in crafting a digital strategy to reach your customer in a more effective and efficient way and implementing the right CDP solution for your business.