With the growing number of digital channels, it is essential that marketeers can reach and interact with customers across the platforms that they prefer.
From your website, social media, landing pages and email marketing campaigns; to provide a consistent customer experience, it is essential that your business has coordinated both its message and its data.
A transformation in digital marketing
The latest generation of marketing platforms bring together core web content management (CMS), customer experience management (CEM), marketing automation and CRM integration. This allows companies to build an intelligence of their customers' behaviours and interests which far exceeds anything seen in the past.
This makes the promise of personalised marketing communications and customer experiences which anticipate needs, now a reality. Making the right technology decisions and integrating your data is essential.
A connected customer experience
From web enquiries to customer history, and past conversations with sales representatives, Customer Relationship Management (CRM) systems gather customer data at every interaction. Leveraging this data is a key element in building highly effective marketing campaigns with a personalised website experience.
Once data is integrated across all channels, new marketing opportunities exist. Email marketing lists can be more targeted, and emails customised to only include relevant information. Businesses can also use information to create follow-up opportunities. For example, a customer looking for information on a website, but who doesn't make a purchase may get a follow-up from the call centre.
For example, Victrex plc have a complex product offering with multiple audiences in multiple industries. With deep integration between Dynamics CRM and the Sitecore website platform, they are now able to combine CRM data with individual visitor behaviour profiled via the web platform, and deliver targeted messaging to each individual across all marketing channels.
The resulting platform has enabled Victrex to build a much clearer understanding of their visitors’ interests, generate higher quality leads, and to strengthen relationships with existing customers.