It was that long ago when entrepreneurs had a couple of channels to worry about as it came to implementing marketing and advertising strategies that are forward-thinking. Communications could include something as linear as a single email that is delivered to an entire customer base, in the expectation that a small percentage of the audience could click through to the offer or webpage that is being promoted.
As a contributor obsessed with delivering more nuanced client journeys — on a one time degree; this annoyed me.
But this is previously. Their attempts must now broaden focus on personalised client journeys, and instead to abandon the approach that is one-to-many.
Due to the omnipresence that is omnipresent it implies perhaps the business is tired of the expression omni-channel. However, when executed and orchestrated properly, this may be an effective method of retaining and acquiring relationships with customers through purposeful, one-to-one dialogue.
The Growth of multi-channel
Just imagine, by way of example, a consumer asks a voice assistant for the cheapest flights to Barcelona and is seeking to book a vacation. Before using sophisticated orchestration technology to deliver the results to the customer’s cell phone via push notification the voice helper might scan the internet for the best prices.
Not only is that the customer left with the right solution, at the right time, but also the company may use this data to target the consumer with deals or any applicable flights in the future. All of this, stemming from a very simple voice assistant initiated by the consumer.
Believing like this on a level, entrepreneurs can optimise each marketing opportunity — and provide value extending it from a channel trade to a travel.
However, the growth of multi-channel advertising has also brought with it an array of jargon that confuses more than it enlightens, together with too many acronyms. In addition, it distracts us from the main goal of marketing, while some of the terminology can be beneficial in delivering approaches across multiple stations: deploying an appropriate marketing strategy to ensure those goals and identifying brand awareness and earnings goals are satisfied.
Intelligence and flexibility to act as the beating heart of any marketing operation
Using such language may make us overlook the importance of not only assessing and quantifying marketing data — but activating it as well.
Ensuring that the travel of every customer is cohesive and consistent across all stations is an integral requirement in attaining these marketing goals. Whether these goals might be acquiring new clients or increasing involvement among existing ones, entrepreneurs can ensure they possess a much-increased chance of meeting them by using a centralised data management system (DMP).
These may go by several distinct names, including customer data platform (CDP) or universal information hub (UDH), and while every one has the exact same purpose, they frequently vary in terms of what they are able to achieve.
The DMPs are agile and simple provide, and to set-up flexibility, intelligence and the sophistication to function as the beating heart of any marketing operation.
The platform itself may be tweaked in-line with business objectives, and then utilized to target a lot of audiences or segments of people — regardless of how market the demographic.
Ideally, at their core, DMPs should be system and platform agnostic, and enable for ‘plug and play’ capabilities which makes it possible for entrepreneurs to adaptflourish and deliver instant results in a constantly shifting landscape that is technological.
Flexible-by-design
DMPs which adopt this ‘flexible-by-design’ approach have already been shown to be effective in meeting marketers’ existing aims. But perhaps the most valuable attribute of DMPs is their compatibility with platforms and channels.
The most valuable attribute of DMPs is that their compatibility with future channels and platforms
Tests have already been completed on advanced technologies such as chatbots and artificial intelligence-led voice assistants, both of which could be seamlessly integrated into advertising strategies and customer journeys when coupled with a DMP.
DMPs can make the most of beacon technologies to ensure customers receive push notifications in their telephones.
It is not likely that many people would take advantage of an offer for a free coffee when they are sat at home one evening, but ship it to them while they are sat waiting for a flight at the airport and the likelihood of them using that offer increases significantly.
This shows us the value of circumstance — and subsequently, the real value of DMP technology which can deliver on any customer circumstance; present and future.
Conclusion
In a digital landscape which is than ever before — and is set to expand further more than a significant challenge is faced by companies when it comes the sea of jargon.
Taking a step back, entrepreneurs finally demand a centralised platform that enables them to orchestrate successful customer travels which are personalised towards their viewers and delivered in a human way, both now and for a long time to come, and also the best solution to this is without a doubt a nimble, plug-and-play DMP.
