Meaningful customer experiences come from relevant customer data.
There’s a lot of data out there. And when you know what to look for, you can know who your customers are, where they are in their journey and the best ways to make a meaningful connection with them. All in great detail.
Using the right data to guide your marketing campaigns.
Today, the marketing is as complex as it’s ever been. People jump from one channel to another, often multiple times before they convert in the way you want them to. But they don’t think in channels unless you force them to. They just want what they want and will use whichever way makes the most sense to them to get it. So to increase engagement and build loyalty that will pay off now and in the long term, you need to understand each customer’s journey so well that you can create an experience that feels like one, seamless interaction, even if it’s through multiple channels.
Chances are, your problem isn’t about whether or not you have data. You probably have plenty — maybe even more than you know what to do with. Instead, the problem is knowing which data is important and how to let the right insights improve the way you engage with your customers. To give them the seamless, personalised experience that will bring them back to your brand again and again.
The heart of this dilemma is not data itself. It’s that your data is scattered. So you may not have the tools to act on cross-channel insights. By using inefficient and unconnected marketing tools to manage each channel of the customer experience, your channel marketing insights are siloed. Which means it’s really hard to create a useful, engaging holistic brand experience for your customers. And because the experience is suffering, conversion and customer loyalty are suffering too.
Adobe can help.
We know that creating a seamless customer experience means understanding the customer. It means keeping track of what they do and where, as if you were a travelling companion with them as they interact with your brand.
Adobe Campaign helps you to build customer profiles from data gathered across all of your channels. With this profile, you can orchestrate campaigns across online channels like email, web and mobile, as well as off-line channels like direct mail or your call centre. By connecting all of your marketing channels, you’re able to customise the different journey each customer will take in the way that makes sense to them. With this kind of attention to their needs, you’ll increase engagement and loyalty.
“The achievement I’m probably most proud of is my team. They are such superstars. With help from Adobe Campaign, we changed from a marketing function to an experience function.”
Saul Lopes, Customer Lifecycle Lead, Virgin Holidays