Enterprise marketers are the unsung heroes of the marketing world. They have the daunting task of communicating with millions of consumers. Sometimes every day. What do they say to them? Where do they say it? How often? And ultimately what do they want them to do?
Often the answer is to buy something. And not just online, but in physical locations too.
This challenge is made more difficult by the growing number of channels, the fragmentation of the media landscape, and the rise of niche audiences. Marketers need to focus on their own customers and first-party data to understand the right ways to communicate with them.
Maximize every interaction
Consumers are being bombarded with messages across devices and channels. These aren’t just messages from brands, but ones from family members, close friends, and their first crush from middle school. This means that every time a consumer gets a message from a brand, it must be really relevant to break through the noise. And it must be timely too. This includes knowing a consumer’s shopping patterns to know when messages should point to online offers and when they should point to in-store ones.
Earn customer trust
All relationships are built on trust. Consumers need to trust the brands that they do business with. This is especially true in an age of personal privacy issues, cybercrime, and data breaches. Brands know a lot about consumers and brands must demonstrate that they care about keeping their customer data safe and secure. This must be made evident in every action with customers. This trust can be eroded very quickly if the brand appears to be careless or nonchalant with customer information.
Email marketing engine
With the task of communicating with so many customers at once, marketers need software that includes a robust email engine that drives results. The right interface and workflows simplify the complex details of reaching consumers with the most relevant message at the time. It creates a new level of efficiency when marketing teams share the same creative assets and audience data, all in the same tool.
Cross-channel platforms lean heavily on email – whether promoting online or offline activities – but tools that let marketers craft related messages for emails, landing pages, mobile pushes, and even text messages bring channels and teams together in ways that resonate with consumers.
Global brand, local execution
Every enterprise brand is truly global due to the internet, but local marketers are often the ones who push out messages and communicate most frequently with local customers. Software tools that use a library of pre-approved assets can keep everyone on brand and ensure that customers receive a consistent experience, no matter where they are in the world.
The creative ideas start with the marketers. So do the offers and the details of the messaging that gets in front of consumers. But it’s the software tools that pull the pieces together and ensure that the message go to the consumers where they are. And get them to buy in the ways that they prefer.
As a platform technology company, Cheetah Digital combines robust data management and cross-channel communication abilities with dedicated, in-house professional services. We help marketers execute complex, enterprise-scale marketing programs and effectively drive lasting customer loyalty. We are a business partner to the world’s best brands, and have employees across 13 countries.