Activate the levers of customer relations!
Posted: Thu Dec 05, 2024 7:05 am
Marketing activation consists of activating your data to put the customer back at the heart of your strategy . Providing your customers with a personalized experience encourages their engagement and therefore their loyalty. According to our 2019 Personalized Marketing Barometer , 84% of marketers would like to do personalized marketing… when only 20% of them personalize +50% of their communications. The obstacles mentioned? Endless/complex IT projects, fear of technical dependency, investments with uncertain ROI… What if the solution lay in adopting a marketing automation tool? Back to the theme of our third #workout webinar session: "boost your customer engagement with marketing activation".
Activate the levers of customer relations!
What new customer journey management?
What new customer journey management?
The observation: the decline in the performance of mass marketing
This observation is not new. Since the digital revolution, the relationships list of bahamas whatsapp phone numbers between consumers and brands have changed profoundly. Consumers, ultra-connected, demanding and volatile, are in power. They are over-solicited, saturated by advertisements with content that they often consider irrelevant. According to the Personalized Marketing Barometer , 61% of consumers believe they receive offers that do not correspond to their interests and deduce that brands do not know their desires well.
The challenge: agile management of the customer journey
Mass marketing is dead, the future is personalized marketing! Consumers want to engage in hyper-personalized relationships with brands. That they offer them offers adapted to their expectations. Personalization becomes a guarantee of performance and therefore of ROI. By offering the right product to the right customer at the right time, the marketer increases his conversion rates and ensures the performance of the campaigns.
For agile management of these diverse and multi-channel customer journeys, a Marketing Automation solution is the answer that allows marketers to activate customer journeys by offering automated, relevant and, above all, hyper-personalized communication.
Take advantage of contact opportunities and key moments
Multiple contact opportunities and key moments support the customer journey and its lifecycle . Depending on the stage and maturity level of your contact, you must adopt targeted, personalized and real-time communication. Each marketing objective corresponds to a program, a communication:
Attract the prospect => Lead generation
Engage contact => Lead Management and Welcome Program
Make it grow => Cross-selling program
Enrich your relationship => Loyalty Program and Lead Nurturing
Retain the customer => Churn Management
Example: Activation of the e-retail customer lifecycle:
Attract: The prospect visits the website and subscribes to your newsletter => sending a communication “newsletter subscription confirmation + welcome Mr/Mrs X”
Engage/Nurture: The prospect discovers the site and the products. He opens your newsletter and clicks on product pages => sending a communication “discover the Add to Wishlist option”. Then the prospect visits the site repeatedly and adds products to his basket… which he abandons => sending an abandoned basket reminder “Don’t let your favorite product pass you by”.
Convert the customer into an ambassador: The prospect makes their first purchase and becomes a customer of your brand => sending a communication "Welcome 1st purchase + confirmation of account creation + confirmation of order". You can also take advantage of this to push similar products (cross-sell).
Remember: A satisfied customer is a loyal customer. Don't hesitate to survey your consumer's satisfaction: what did they think of their shopping experience? (collection of opinions/satisfaction form ). If your customer is not satisfied, consider communications to refund them/tell them when the product they want to buy is available again...
Reward/Feed: Manage your inactive members through regular purges and optimization of communication sending. You can also consider setting up scenarios for reactivating inactive members through “Welcome back”, “Birthday” programs, etc.
By automating customer marketing programs you:
capture the interactions and behaviors of your targets
to interact with personalized communications (message, channel, timing)
according to customer actions
thanks to the activation of its data.
At Actito, we work with partners to unify data from your different collection sources (Sales, e-commerce, web, call center, Network products) and make them easily available to you. The Actito Datamart thus allows you to obtain a 360 vision of your profiles and improve your customer knowledge.
Activate the levers of customer relations!
What new customer journey management?
What new customer journey management?
The observation: the decline in the performance of mass marketing
This observation is not new. Since the digital revolution, the relationships list of bahamas whatsapp phone numbers between consumers and brands have changed profoundly. Consumers, ultra-connected, demanding and volatile, are in power. They are over-solicited, saturated by advertisements with content that they often consider irrelevant. According to the Personalized Marketing Barometer , 61% of consumers believe they receive offers that do not correspond to their interests and deduce that brands do not know their desires well.
The challenge: agile management of the customer journey
Mass marketing is dead, the future is personalized marketing! Consumers want to engage in hyper-personalized relationships with brands. That they offer them offers adapted to their expectations. Personalization becomes a guarantee of performance and therefore of ROI. By offering the right product to the right customer at the right time, the marketer increases his conversion rates and ensures the performance of the campaigns.
For agile management of these diverse and multi-channel customer journeys, a Marketing Automation solution is the answer that allows marketers to activate customer journeys by offering automated, relevant and, above all, hyper-personalized communication.
Take advantage of contact opportunities and key moments
Multiple contact opportunities and key moments support the customer journey and its lifecycle . Depending on the stage and maturity level of your contact, you must adopt targeted, personalized and real-time communication. Each marketing objective corresponds to a program, a communication:
Attract the prospect => Lead generation
Engage contact => Lead Management and Welcome Program
Make it grow => Cross-selling program
Enrich your relationship => Loyalty Program and Lead Nurturing
Retain the customer => Churn Management
Example: Activation of the e-retail customer lifecycle:
Attract: The prospect visits the website and subscribes to your newsletter => sending a communication “newsletter subscription confirmation + welcome Mr/Mrs X”
Engage/Nurture: The prospect discovers the site and the products. He opens your newsletter and clicks on product pages => sending a communication “discover the Add to Wishlist option”. Then the prospect visits the site repeatedly and adds products to his basket… which he abandons => sending an abandoned basket reminder “Don’t let your favorite product pass you by”.
Convert the customer into an ambassador: The prospect makes their first purchase and becomes a customer of your brand => sending a communication "Welcome 1st purchase + confirmation of account creation + confirmation of order". You can also take advantage of this to push similar products (cross-sell).
Remember: A satisfied customer is a loyal customer. Don't hesitate to survey your consumer's satisfaction: what did they think of their shopping experience? (collection of opinions/satisfaction form ). If your customer is not satisfied, consider communications to refund them/tell them when the product they want to buy is available again...
Reward/Feed: Manage your inactive members through regular purges and optimization of communication sending. You can also consider setting up scenarios for reactivating inactive members through “Welcome back”, “Birthday” programs, etc.
By automating customer marketing programs you:
capture the interactions and behaviors of your targets
to interact with personalized communications (message, channel, timing)
according to customer actions
thanks to the activation of its data.
At Actito, we work with partners to unify data from your different collection sources (Sales, e-commerce, web, call center, Network products) and make them easily available to you. The Actito Datamart thus allows you to obtain a 360 vision of your profiles and improve your customer knowledge.