Meeting your customers’ needs means meeting them where they are — not where you’ve planned them to be. But marketers aren’t fortune tellers, so being everywhere your customer needs you to be requires a bit of spontaneity. The kind that really engages customers, like pushing a discount for a customer’s favourite drink when they walk by your store. Or being the first to let your segment of college football fans know a beloved coach is leaving. These are the experiences that go the extra distance and drive loyalty.
Whether it’s an individual push notification triggered by a geofence or a time-sensitive offer to millions of customers, you need to reach your customers in ways that make sense in the context of their personal journey. But managing your real-time, triggered marketing in one application and your email and mobile marketing campaigns in another results in disconnected customer journeys and foggy customer insights, making it nearly impossible to deliver what your customers need.