Tink Taylor, the founder and president of dotmailer, looks at how automation can help ensure cross-channel marketing success.
Marketing is becoming increasingly complex in this new digital industry where approximately 90 percent of consumers move between multiple digital screens throughout the day. Over-saturation of content and an increasingly competitive landscape means effective marketing is no longer about short satisfaction periods.
To be successful, companies will need to switch focus to nurturing consumers rather than employing impulsive marketing. Inconsistent messaging, resulting in customer intolerance and annoyance, is bred from poorly-planned campaigns that undermine great products and services. To enhance customer experience, relevant messages should automatically be relayed consistently across all channels.
Here, we take a look at key tips for businesses on how to use automation to ensure consistent messaging across different communication channels.
Use Automation and Template Programs
Automation and template programs are one of the biggest marketing secrets other businesses won’t share with you. Why? Because the key to success is consistency. Marketing automation provides businesses with a range of opportunities to become far more advanced and dynamic in their approach to consumer communication. According to 64 percent of best-in-class marketing firms, marketing automation platforms and CRMs were integrated to enable pipeline metrics for marketing. Therefore, the successful organisations are those that implement template programs for more effective campaigns.
Automated services allow staff to monitor workflow and deliver information. These intricate aspects of tracking the overall strategy empower companies to maintain direct customer engagement through meaningful communication and instantly respond to customer queries. And as a result, consumers will recognise your brand as they learn to associate a specific brand image and content with the business.
Segment the Audience with a Data Strategy
All marketers know it is imperative to understand who your customers are and what they want. By adopting data-driven strategies, businesses can improve current systems that are used to acquire, store, manage and share data. Technology advancements mean businesses will need to equip themselves with the latest processes of data segmentation to better understand their customer and share relevant and consistent messages.
These sources are vital for employees to coordinate their activities around consumer expectations. The abundance of data will aid businesses to collate between the varying strengths of audience reach. By automating the marketing process, companies will see improvements in the marketing workflow without complicating existing processes, resulting in a significant competitive advantage in the marketplace. This means that segmentation allows businesses to effectively target the correct audience and implement a far more effective communication strategy.
Understand Customer Experience by Collaborating Across Different Channels
Once automation and your data strategy are integrated into the marketing platform, businesses can track the applications live, providing real-time data. To efficiently weave new applications in current marketing processes, a culture of collaboration among employees is crucial for businesses to thrive through digital changes. Different channels can also create unique pieces of data to leverage from.
All businesses aim to act on engagement data, connect with customers during their journey across different platforms, and ensure a consistent experience. But to successfully execute ideal marketing, collaboration and transparent communication among managers are key.
By utilising existing consumer data across different channels, customer engagement can be compared, resulting in greater transparency while analysing marketing efforts. Multi-channel marketing holds one of the most interesting consumer statistics as it provides users with the ability to become cross-channel users. Considering 73 percent of consumers reportedly use multiple engagement channels in their interactions with a single preferred retailer, and the average consumer has 4.3 internet-connected devices, the potential of multi-channel marketing is immense.
These small yet vital pieces of information transform cross-channel users into loyal customers, as they willingly provide data for improved engagement percentages. By leveraging on data to understand customer experiences, businesses can craft consistent and targeted messaging across all channels. Thankfully, there is an overwhelming amount of information on multi-channel marketing strategies available for brands looking to enhance consumer experience and increase engagement.
Businesses need to act on the surplus of information by adopting the right systems and automation processes. Collaboration must be at the forefront of any communication campaign as it enables businesses to diversify their consumer market and cover all channels with consistent branding. Getting to know customers well makes it easy to identify quality prospects. With the right tools in place, businesses can also ensure consistent messaging by curating relevant content and nurturing consumers to generate long-term, sustainable revenue.