Blog : Marketing automation

Marketing technology: The challenge of omni-channel orchestration

Marketing technology: The challenge of omni-channel orchestration

The proliferation of marketing technology poses a major challenge

Not so long ago, the ecosystem of marketing technology – commonly known as “martech” – represented a range of a few hundred applications. Today, according to ChiefMartech.com, there are 6,829 marketing platforms. And this figure is probably underestimated since WordPress alone, for example, is surrounded by a universe of 54,000 plug-ins!
This astounding array of platforms has arisen from the intention of delivering the right message to the right person at the right time. However, the more marketers adopt the concept of the customer journey and strive to achieve omni-channel integration of their marketing activities, the more this rapide expansion will become a challenge. Beyond integrating them, we must be able to orchestrate them intelligently and efficiently.

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The fundamentals of marketing automation effectiveness

The fundamentals of marketing automation effectiveness

Customer-centricity is the key

Why should we learn to master marketing automation fundamentals when we have so many other priorities? The answer is simple: in recent years, marketers have embarked on an epic quest for customer-centricity and one-on-one customer relationships. This quest has led to the development of large-scale marketing automation platforms.

These martech tools make it possible to trigger on-going campaigns according to the customers’ behavior. They also help marketers better understand where customers fall in their brand adoption journey.

But a tool is only a tool

You have to know what you’re doing in order to take advantage of it. You need to master marketing automation fundamentals that will lead to success. So here is a quick overview of the major categories of marketing automation programs. These are the cornerstones programs you’ll want to put in place in order to build strong and lasting relationships with your customers.

Marketing automation fundamentals: the building blocs of your program

Welcome series

This is one of the foundational elements of a marketing automation program. Begin each budding customer relationship by deploying a sequence of 3 or 4 emails. The series of email messages will be triggered when a new subscriber signs. These emails should communicate the essence of your brand and the experience you provide, rather than just push your products. When possible, add a welcome offer.

Send out these messages on a calendar of no more than 7 to 10 days. Test the period that best suits your industry. Do not start sending your offers until the last message in the series has been released.

Abandoned shopping cart

A customer who puts a product in their shopping cart but does not complete the transaction is your best prospect. According to a recent study, 87% of customers who abandon a shopping cart are likely to return if you contact them again. The sequence should contain three messages over a one-week period.

If shopping cart data recovery is a challenge, use a more generic message that refers to the shopping cart, without specifically mentioning the items in it. It is, by far, the most profitable automation program of all.

Nurturing series

A nurturingseries is used to establish your credibilityand reputation with a potential customer to help convert then to a buyer. In B2B, these series are used to cultivate the brand relationship before handing a lead off to sales.

As soon as the customer’s engagement reaches a certain threshold, the contact is referred to a sales person who will quickly follow up.

Conversion series

Rather than working on an ad hoc basis, your campaigns can run as programs that function for a pre-set length of time. The advantage of working in a program is that you can set up a customization rule-set. This rule-set adapts the email content and cadence according to individual customer behavior and engagement.

For example, create a different sequence for people who are less engaged. Another for those who open all your communications. Obviously, remove from the program customers buy and direct them to a post-purchase series (see below).

Triggered emails

The content viewed on your website by your customers says a lot about their interests and intent. Use this data to enrich their purchase profile. And to trigger an email for the product or category visited. Include a conversion offer as needed.

It’s a bit like retargeting in digital media without the cost of the media. And it works well without being too intrusive.

Post-purchase series

Every purchase made by your customers is more than a transaction. It is an opportunity to consolidate and deepen the relationship. A post-purchase series allows you to benefit from the anticipation period between the moment of purchase and the moment of product use.

Take the opportunity to offer advice on how to use and maintain the product in order to maximize customer satisfaction. Make sure to cross-sell by offering complementary products. Your best prospect is the customer who just bought.

Opt-in Campaigns

Canada’s Anti-Spam Law (CASL) allows you to communicate with your active customers by email through implied consent. This consent extends for 24 months after the last transaction. To keep your database healthy, it’s important to ensure that you get express consent from your customers whenever possible.

Express consent does not expire and therefore makes it possible to conduct customer reactivation campaigns beyond the two years allowed by implied consent. This is especially important if your natural sales cycle typically exceeds 24 months.

Reactivation series

The last category of marketing automation programs allows you to systematically reactivate a healthy proportion of your inactive customers. Once or twice a year, trigger a campaign that offers a special deal to all your inactive customers (or to a segment of high value customers).

These programs should coincide with major sales periods offering the best deals of the year. Simply add a small bonus incentive, exclusively for them.

So, there you have it: the cornerstones of a well-designed marketing automation program. By implementing these marketing automation fundamentals, you will ensure that your business has more customers, more active and loyal customers and a healthy database.

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Flèche d’or 2019 award nominees – check out our three campaigns

Flèche d’or 2019 award nominees – check out our three campaigns

Each year, the Quebec Marketing Association (formerly the AMR) holds a competition to select the top marketing campaigns created by prominent brands and their agencies. Year after year, Strategies does quite well in the standings. Last year, we were awarded Best omnichannel marketing campaign. The year before, we were honoured as the Agency of the year.

This year, we have three campaigns nominated for an award (out of three submissions) for three of our clients. Check out the videos below to learn more about the nominees.

OSM – 2019-20 SEASON LAUNCH

In order to highlight Kent Nagano’s last season as artistic director, the OSM commissioned Strategies to design an email campaign to launch programming for the upcoming season and begin the season ticket renewal process.

This campaign was highly personalized according to the various client segments. It integrates many interactive content elements, including musical excerpts from featured concerts from the upcoming season that can be listened to directly in the email. The engagement rates for this campaign are truly exceptional, which probably explains part of the nomination of the campaign.

RENAULT CANADA / EUROP AUTO – DISCOVER AUTHENTIC EUROPE

Renault Canada and Europ Auto turned to Strategies to help it better convey the value of “short-term lease” car rental format and in the process help to boost sales. Our agency redesigned  the brand experience and implemented a relationship marketing strategy centered on the freedom and rich travel experiences that a only a car can provide.

The “Discover Authentic Europe”, program showcases destinations that are off the beaten path throughout Europe. Including a welcome series, a renewed e-mail template, destination campaigns and conversational programs geared towards the joys of traveling, this program resulted in higher engagement, increased website traffic and a significant sales increase for Europ Auto.

 

LEVENSWATER SPRING – INFLUENCE CAMPAIGN

Levenswater produces a range of small batch craft gins in the Niagara Valley, including Levenswater Spring 34. This unique gin recently won the Best Compound Gin Award at the World Gin Awards. When it secured its first order from the SAQ, Levenswater needed to create awareness for its product in Quebec and quickly sell out inventories in order to stimulate a new order from the corporation. Levenswater turned to Strategies to set up an Influencer Marketing program to reach out to the mixologist community and gin-lovers in Quebec.

Working closely with a group of influencers, online publications and mixologists, we deployed an outreach strategy that generated over 600,000 earned impressions over an eight-week period. Tasting events were held in Montreal’s Frank & Oak stores and recipes were developed and distributed in partnership with several popular bars including the Alt+ hotel’s Les Cousins bar.

THANK YOU TO THE JURY FOR THIS RECOGNITION
These nominations in such a prestigious awards competition is already a great victory for us. We sincerely thank the Jury of the Flèche d’or competition, under the chairmanship of Mélanie Roth, Senior Director, Strategy and Marketing Execution, National Bank for having recognized the quality of our work. Will we be the winners of one or more awards? This is what we will soon find out at the 2019 Awards Gala on June 11, 2019 at the Fairmont Queen Elizabeth. To purchase tickets or for more information, visit the Association Marketing Québec website.