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Every marketer wants to leverage the consumer insight that can enable him/her to deliver the relevant communication to the targeted audience at an appropriate time.
 
Real-time marketing is gaining popularity for enabling businesses to send the right information… to the right customer… in the right place… at the right time… through the right channel.
 
While planning real-time engagements, financial marketers have to balance between the customer-centric view, the product view, and the channel view. If the data isn’t evaluated fast enough and the offer isn’t served up at the right time; a real good offer also stands a chance to miss the customer attention.
 
How can this need be addressed?
 
Multi-Channel Marketing Automation is a process that provides the ability to access consumer behavior online, process it and convert this insight into a personalized offer/s.
 
Multi-channel marketing automation is the most efficient way to manage the various types of digital marketing campaigns. It replaces the range of fragmented tools that are required for doing email marketing, advertising, website visitor tracking, SMS, web banner, OTT messages and push notifications (including web push and in-app push).
 
The most lucrative feature about marketing automation is that it smoothes out the noisy battle ground for being heard by the customer. With analytics at its core, it helps businesses improve the success of their marketing campaigns, increase sales-ready leads and also notify the return on investment (ROI).
 
What’s Contextual Marketing and its role in marketing automation
 
Contextual marketing is an online marketing model in which the consumers are served with targeted advertising based on their identity and recent search behavior.
 
Do you ever think why there is so much buzz in the market for real-time communication? Does relevancy matters when everyone is talking about real-time communication? If yes, then Why?
 
This is because purchase cycle is becoming really short. People are making decisions at a fast pace. Therefore an organization has to take action faster than before. You can offer relevant conversation to your customer only if you are with him at the very moment of their decision making. Also the probability of customer responding is very high, if engaged at that particular moment. As a business, you have to analyze the situation and demonstrate what your customer needs. This will drive customer retention, creates new sales, and increases customer loyalty.
 
Greater access to consumer behavior, and the ability to process and convert this insight into dynamically personalized content and offers, is helping to make ‘real-time marketing’ possible.  Two things which are very critical for real time marketing; which can make an enterprise different from others are:
 
• Capability to create an insight of the customer which can be used in real time
 
• Organization’s ability and technical flexibility to process the relevant data and deliver it through right channel.
 
While planning real-time offers, marketers have to balance the four pillars of real time marketing.
 
• Who are your customers?
 
• What is their location and behavior?
 
• Which is the most relevant offer for them?
 
• What is their preferred channel of communication?
 
Technology has to address these four pillars.  Marketing automation platforms are one such tool available to enterprises to achieve them.
 
Why does enterprise need it?
 
As enterprises are already using digital marketing tools, they may think– multi-channel marketing automation as an unnecessary investment. But, there is more to it.
 
It lets enterprises to mimic their customer’s behavior by personalizing their efforts to the right person at the right place at the right time. It impersonates people’s ingrained behaviors that they’re already exhibiting. And then it allows enterprises to reach people exactly when they need to be reached. (In a way that’s impossible to perform manually.)
 
Multi-channel marketing puts enterprise’s focus on the entire funnel. This solidifies the discovery that today’s customer journey is highly fragmented. It jumps around from channel to channel and also device to device over the course of time.
 
Typical analytics may give information about the prospects an enterprise are up to. Marketing automation can tell – Who they are, What company they work for and details of all the other marketing campaigns – across multiple channels – they have previously interacted with.
 
Thus, multi-channel marketing automated platform provides enterprises with the flexibility of targeting the right content/product to the right customer at the right time with the communication channel of his choice.
 
Multichannel Marketing Automation can empower to
 
• Improve the targeting with effective segmentation.
 
• Calculate the ROI and thus the success rate of campaigns
 
• Create automated workflows where campaigns can be designed on the fly and in multiple channel of communication
 
• Engage your customer with the right content as per his behavior and through preferred channel.
 
• Nurture leads at each stage of the sales funnel
 
CONTRIBUTED BY – RASHMI MISHRA, VP – PRODUCTS, ACL MOBILE