As enterprise marketers, we need to be where our customers are. And our customers are, well, everywhere. They’re browsing the web. They’re posting on social media. They’re purchasing in store. They’re opening emails, receiving SMS messages, and — believe it or not — still opening direct mail. It’s a big world out there and your customers can be reached in any number of ways.
That’s exciting, right? You can devise precise campaigns to reach desktop dwellers and snail-mail aficionados. But it can also be intimidating. As you increase the number of channels you use, your programs, by default, become more complex. You have to now consider channel preference, message frequency, and governance. And that’s just how you are communicating with your customers.
Many companies execute cross-channel marketing communications, but few do it using one platform. The “marketing clouds” are just a series of bolted-on features that aren’t truly integrated or real-time. Consolidating all your communications onto one platform allows you to save time by reusing content, audiences, and business rules, as well as provide customers with a unified story that creates a consistent brand experience — no matter the channel.
Once you bring all of your marketing communications under one platform, you’ll be able to work smarter and market better, thanks to the following benefits.
Fresh and Actionable Data
Segmenting data is hard enough for email — and that’s assuming you have access to enough of your customers’ data to allow for relevant and personalized messages. Adding additional channels only complicates matters — unless you have a platform that leverages a common data set across channels.
By using one platform instead of several — or managing different communications using the cloud — you’ll have one workflow for many channels. This also pulls together all of your customer information, giving you the ability to create personalized campaigns, messages, and offers. This connectedness gives enterprise marketers the ability to capture and activate triggered permission-driven data to enrich the customer experience.
Reusable Content
Marketers are pros at getting the most out of their content. Repurposing and reusing is a smarter way to work. Basically, you’re ensuring more bang for your buck. Still, it can be difficult to keep track of and manage all your various pieces of content — especially across multiple channels.
If you have several pieces of content that are all related — HTML, SMS message, and push, for instance — your platform should be intelligent enough to know precisely which message you’re sending and automatically render that channel specific content.
Ease of Use
Have you ever wondered if there’s an easier way to reach millions of customers and manage hundreds of campaigns? Well, managing your cross-channel marketing communications with one platform does just that. No longer do you need to juggle multiple systems, software, or external partners.
Imagine a world where one platform provides the convenience of creating and delivering campaigns at enterprise scale via email, SMS, push notifications, or in-app messaging within one window. Well, that world does exist — it’s real.
Consistent Customer Experience
Sure, managing your cross-channel marketing communications on one platform makes your job easier. But it also provides a better experience for your customers.
You can unify your customers’ experience and keep better tabs on their actions by telling a consistent brand story on all the channels they use. This is important because keeping track of and tailoring your messages allows you to create a more personalized connection between your brand and customers at every touchpoint.
It’s easy to feel a sense of comfort on certain platforms. Marketers are familiar with their current set of tools and design their strategies around current capabilities and limitations. But marketing at an enterprise level requires an innovative and modern platform. And consolidating your marketing communications allows you to efficiently keep data segments fresh across segments, recycle content, and provide a consistent customer experience.
Interested in managing your cross-channel marketing communications with one platform and delivering the type of experience your customers deserve? Contact us today to learn how Cheetah Digital by Marigold can help you give customers a unique experience — no matter where they come in contact with your brand.
