Your guide to successful personalised, multi-channel marketing automation

Transcription

1 Your guide to successful personalised, multi-channel marketing automation Hi Molly Dear John Dear Jack

2 introduction Welcome to Semaphore We re a creative technology business specialising in building marketing solutions that help businesses and brands deliver their strategic marketing goals, with measurable results. Using our technology and expertise you can combine data, messaging, business logic and branding - turning static communications into fully-automated, personalised, multi-channel conversations, whilst measuring every click to deliver consolidated marketing ROI accountability across all channels in real time. I hope that you find this guide useful and look forward to talking to you about your next personalised, multi-channel marketing challenge in the near future. Kind Regards Richard Unlocking the creative power of data Richard Ballard CEO

3 Increase Sales Increase customer engagement by consistently targeting customers across multiple channels with more personalised, relevant, highly-creative and engaging content. Increase conversion rates by dynamically aligning design, content and calls to action throughout a two-way dialogue in context with customer understanding and needs. Increase sales productivity by using behaviour driven triggers to send only qualified customer leads into your sales channel. Reduce Operating Costs Reduce marketing processes, duplication and production costs by automatically producing only what is required to deliver the right message, to the right person at the right time, all from a single source engine. Increase financial accountability by simultaneously measuring all campaign events and actions, consolidated across all channels, reported via Key Performance Indicator (KPI) gauges and Return On Investment (ROI) reports in real time. benefits Improve Brand Control Deploy fully automated campaigns locally or worldwide, in any language ensuring that brand values, process control, cost saving and revenue opportunities are replicated globally.

4 What are the essential ingredients for successful, personalised, multi-channel marketing automation?

5 Make a campaign strategy and process plan Define your personalised, multi-channel campaign strategy based on your business objectives that make full use of the demographic, geographic and psychographic knowledge you have about each of your customers. Our unique cloud based whiteboard helps clients, planners and designers come together to visualise, build and test complex personalised, multi-channel strategies. one

6 two Create targeted messaging for each customer Using the power of our marketing automation engine, you can conduct a personalised conversation with each one of your customers, based on products and services that are both relevant and targeted to them. Creating personas for each of your customer segments is a great way to visualise the conversation.

7 Make it a personalised two-way conversation Relationships and understanding come from a two-way conversation. As you learn more about your customer, you can dynamically change content, business logic and design throughout the campaign cycle to be even more relevant, precision targeted and effective. Delivering a relevant message, to the right person at the right time will drive engagement, strengthen your relationships with your customers, build customer loyalty and drive revenue. Hi John three

8 four Be creatively engaging across all channels Whatever your customers channel of choice, you can deliver consistent, highly creative, responsive, personalised design and brand content across , web, mobile, video and PDF to print or screen. With all campaign dynamic documents created using the industry standard Adobe Creative Suite design tools, everything can be professionally produced with no limitations to your creative storytelling. Retail Hi Molly 20% off Hi John Financial Health Education Dear Mary A B C Travel

9 Build up reliable customer data While data can be integrated with any CRM or commercial data source, the great thing about starting a two-way conversation is that you need very little data to get it going. The best place to get reliable data is directly from your own customers. As with any ongoing relationship, providing that you offer relevant engaging content and promotions, your customers will be happy to provide you with additional information about themselves in return. Personal Details: Michael Scott Salutation Mr First Name Michael Personal Last Details: Name Grace Scott Chen Salutation Ms Initial M First Name Grace Title Director Personal Last Details: Name Jenny Company Chen Peterson Myson Toys Address 1 56 Hillside Avenue Salutation Mrs Initial M Address 2 First Name Jenny Title Director Company Post Town Milton Keynes Last Name Peterson Myson Toys Address 1Postcode MK19 6PH Initial M 56 Hillside Avenue Address 2 County Buckinghamshire Title Director Post Town Country Milton Keynes UK Company Myson Toys Postcode Gender MK19 6PHFemale Address 1 56 Hillside Avenue County Buckinghamshire Age 37 Address 2 Post Town Country Milton Keynes UK Postcode Gender MK19 6PHFemale County Buckinghamshire Age 37 Country UK Gender Female Age 37 five

10 six Integrate with your web and social media Being successful in web and social media is great, but without knowing who your fans are, you do not have the opportunity to convert them into loyal customers. By connecting your web and social media pages directly into your personalised, cross-media campaign, it will provide you with a valuable and free source of new contacts.

11 Create a strong relevant call to action Whether you want to close the sale, or keep the conversation going, you can make sure that the customer always knows what to do next by using a clearly positioned, relevant and valuable call to action. Make your call to action targeted to each customer, dynamically changing the content, offer or design to fit the context. Find Read Take Listen Buy! See SAVE Watch How Start ADD Learn seven Relax FREE What CALL Subscribe Get Download Reserve

12 eight Drive sales and marketing productivity As each of your customers move through a fully automated multi-touch marketing campaign, every sent, document produced, link clicked or call to action followed, is monitored and measured. Any customer action or event, in any media, can be scored and trigger an automated response. Sales

13 Deploy locally or worldwide in any language Our easy to use marketing portal enables you to control the delivery of your brand messaging, (whilst achieving significant production cost savings) directly into your local market. Your fully automated, personalised, multi-channel campaigns can be deployed directly to local franchises, or stores, in any country, in any language, worldwide. Hi Molly Dear Jack Dear John nine

14 ten Constantly test, measure, analyse and adjust The only reliable way of predicting the outcome of any campaign is to test. Using our single source engine, you can measure every customer action and event across all segments and channels as a single campaign flow. Key Performance Indicator (KPI) gauges and Return On Investment (ROI) reports give you precise real time insights (consolidated across all channels) into what is working and equally importantly, what is not.

15 If you would like to learn more about how a Semaphore personalised, multi-channel production solution can help you today, please call us on or [email protected] Unlocking the creative power of data

16 Unlocking the creative power of data London Office: 11 Grafton Street, Mayfair, London W1S 4EW Telephone: Web: