One-to-one personalization technology is derived from email personalization. But, if you choose your solution wisely, it will extend to every channel in your marketing mix. The single-template-per-campaign concept can then be extended to become one template per cross-channel campaign. The same
personalization rules are used, however the content is formatted differently per channel. For example, SMS and direct mail may be different channels, but the personalization rule '10% off if customer is a gold card holder' remains the same.
The selected automation solution should be able to utilize socio-geographic profiles, the wealth of existing customer data that already exists across the organization, and enable marketers to capture every customer's ongoing needs and preferences observed through purchases, behavioral tracking and on-line surveys. It should also collect data from across campaign channels and support the creation and growth of a single, centralized, cross-channel (direct mail, email, mobile messaging, contact center and social media) customer datamart - a living marketing single customer view (SCV) that becomes more
accurate and offers ever more detail as customers interact over time.
From the SCV, the solution should be able to propose optimized, individualized messages per customer - one-to-one communication. The solution should be able to render potentially one different message per customer in appropriate channels, such as email, print, mobile message and/or personalized web page.
It must be able to do this in real-time if required, exhibiting consistency and coherency across multiple channels, outbound and inbound - to present the right offer to the right person via the right channel at the right time.
Key functionality (outbound campaigns)
Some of the key marketing processes that a one-to-one, cross channel marketing automation solution should enable an organization to support include:
• One-to-one personalization of every element of every message: These elements should include template 'look & feel' and branding - as well as content such as customer name, editorial text, language preference, product offer, image selection, pricing, partner offers and more.
• Event-triggered campaigns: For every individual there will be life events (e.g., birthday, wedding anniversary), events of a transactional history nature (annual renewal of guarantee opportunity, replacement of consumables, end of product life replacement) or behavioral events (campaign response, web site login and browse). These can all be used to trigger a personalized offer. Such intelligence should not be siloed to a single channel.
• Transactional marketing: It should be possible to add one-to-one personalized marketing messages to transactional communications, such as order confirmations and statements.
• Social marketing: The one-to-one personalization of content delivered via Twitter, Facebook and other social applications if the customer chooses to opt-in to those channels for marketing messages.
• Offer a centralized offer repository in order to share consistent offers across all channels.
• Provide 'closed loop' processes where customer responses (or nonresponses) update the profile intelligence of the marketing SCV.
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Part 2 of 4
One-to-one personalization technology is derived from email personalization. But, if you choose your solution wisely, it will extend to every channel in your marketing mix. The single-template-per-campaign concept can then be extended to become one template per cross-channel campaign. The same personalization rules are used, however the content is formatted differently per channel. For example, SMS and direct mail may be different channels, but the personalization rule '10% off if customer is a gold card holder' remains the same.
The selected automation solution should be able to utilize socio-geographic profiles, the wealth of existing customer data that already exists across the organization, and enable marketers to capture every customer's ongoing needs and preferences observed through purchases, behavioral tracking and on-line surveys. It should also collect data from across campaign channels and support the creation and growth of a single, centralized, cross-channel (direct mail, email, mobile messaging, contact center and social media) customer datamart - a living marketing single customer view (SCV) that becomes more accurate and offers ever more detail as customers interact over time.
From the SCV, the solution should be able to propose optimized, individualized messages per customer - one-to-one communication. The solution should be able to render potentially one different message per customer in appropriate channels, such as email, print, mobile message and/or personalized web page.
It must be able to do this in real-time if required, exhibiting consistency and coherency across multiple channels, outbound and inbound - to present the right offer to the right person via the right channel at the right time.
Key functionality (outbound campaigns) Some of the key marketing processes that a one-to-one, cross channel marketing automation solution should enable an organization to support include:
• One-to-one personalization of every element of every message: These elements should include template 'look & feel' and branding - as well as content such as customer name, editorial text, language preference, product offer, image selection, pricing, partner offers and more.
• Event-triggered campaigns: For every individual there will be life events (e.g., birthday, wedding anniversary), events of a transactional history nature (annual renewal of guarantee opportunity, replacement of consumables, end of product life replacement) or behavioral events (campaign response, web site login and browse). These can all be used to trigger a personalized offer. Such intelligence should not be siloed to a single channel.
• Transactional marketing: It should be possible to add one-to-one personalized marketing messages to transactional communications, such as order confirmations and statements.
• Social marketing: The one-to-one personalization of content delivered via Twitter, Facebook and other social applications if the customer chooses to opt-in to those channels for marketing messages.
• Offer a centralized offer repository in order to share consistent offers across all channels.
• Provide 'closed loop' processes where customer responses (or nonresponses) update the profile intelligence of the marketing SCV.