Data driven, digital marketing automation
Marketing automation is a key, high-value component to an omni-channel enabled marketing practice. With a solid marketing automation strategy and implementation, marketers can truly action upon the aforementioned approach to customer data tracking and unification to deliver highly effective marketing programs. Numerous opportunities abound to engage and convert audiences, optimize programs, and to maximize customer loyalty and advocacy.
With regard to direct response efforts, highly targeted upsell and cross-sell programs can be delivered through marketing automation to prompt the purchase of relevant products or services. Further, detailed segmentation logic and dynamic content can be built into automation workflows to devise customized promotions based on transactional, demographic, or online behavior. Together, with appropriate data governance and maturity, the foundation can be paved for predictive modeling to further enhance marketing automation efforts.
A marketing automation platform connected to unified customer data also benefits marketing program optimization efforts. This could include touchpoint optimizations to ensure that personalized, one-to-one messaging is delivered via the most optimal channel for the audience and context (e.g. email, SMS, push notification, or other), or that the highest value or most loyal customers can be prioritized to support growth objectives.
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