Customer Engagement & MarTech

Starting Situation

The modern market is overcrowded by a variety of providers of goods and services. Many of them try to reach the customer not only via traditional ways, such as e.g. billboards in the streets or shop windows, but also online. One type of online marketing is location based advertising (LBA) which is sent to the customers' mobile terminals. In this context, it is decisive that the dispatch is aligned with the customers' location. Thus, the customer receives an offer at the time he/she is in the vicinity of a promotion location. The rule for location based advertising is: "Right offer, right location, right time".

Starting Situation

One may expect widespread approval when describing the objective of modern campaign management today as follows: The focus of marketing must be the individualized and consistent interaction with the customer via his/her preferred channels - self-evidently containing relevant messages at the respective best time. While this statement is not very surprising nowadays, it still shows that behind each of these adjectives, there is a potential source of errors for a customer-oriented campaign strategy.

Marketing resource management (MRM) is still too little known among marketers. This is unfortunate, because MRM software can take your marketing planning and management to the next level – provided you find the right software for your needs. To allow orientation in the MRM market, b.telligent as a technology-independent consultancy company has analyzed and classified relevant providers to create a market overview offering assistance, function overviews and provider profiles: b.telligent's MRM market overview.

An MRM solution’s monitoring component offers analysis, evaluation and reporting functions providing transparency about marketing staff's activities with the help of dashboards or configurable reports, for example.

Starting Situation

Campaign Marketing Tools are often bridging between Marketing and Data management Teams, giving marketing ideas structure and shape within a form of coordinated and well measured marketing activities.

There is an obvious tendency on the international market to choose solutions that can be easily rolled out to all countries being part of a global strategy to simplify and unify technical infrastructure and processes.

Starting Situation

Regardless of the industry - the focus is always on the customer. The objective of every business is to win and retain customers and to ultimately increase their value. For many businesses, customer loyalty and winback are standard processes. Whereas other businesses may have focused on only one of the two processes, unaware potential of the other. However, even if both processes exist in one business, they are largely handled independently of one another.

Creating Campaign Intelligence in the Mobile App Channel

Mobile engagement is the next big topic in the BI environment - and rightfully so. Potential customer contacts at any location and in all kinds of contexts offer huge chances for relevant communication and a highly effective relationship management. Against this background, the ´Mobile App´ channel with all its possibilities should be integrated into the intelligent management of campaigns. In this context, existing mobile app engagement solutions offer (only) the basic requirements - and thus need professional integration into the existing CRM strategy and central campaign intelligence.

Starting Situation

Despite the functioning implementation of CRM tools, an efficient success reporting is essential for the evaluation and future strategic alignment of marketing measures. A well-known leading provider in the VoD (video on demand) field has already been using CRM measures for some time now, but due to a lack of monetary success measurement, there is no information about the performance of the campaigns rolled out so far. This lack of economically relevant data is thus similar to a flight without route and radar.

The CRM reporting in place at the outset of the project only insists of information provided by the email marketing provider, such as dispatch quantity, opens, clicks etc. and does not provide any information e.g. about a financial or qualitative success of a campaign.

The use of marketing clouds is growing rapidly – driven by changing customer needs and the desire for more effective and more efficient data-based dialog with customers. At the same time, marketing clouds are becoming increasingly complex. Consequently, many of those responsible for selecting and implementing a marketing cloud platform lack the experience to do so. This can cause a number of problems and ultimately lead to the failure of the project.