The job of marketers has grown broader and more complex. Once more holistically focused, with a spotlight on storytelling and creativity, today’s marketing technologist has to decipher complicated data-sets in real-time, understand the intricacies of programmatic advertising, be au fait with data protection legislation and stay on top of constantly new and evolving digital channels.
All the while balancing this ever-expanding job specification with creative and compelling campaign creation.
But as budgets fluctuate, and leadership teams demand to squeeze ever-improved ROI, how do marketing technologists collect actionable data at speed and scale with contracting resources?
For most, a Brand Engagement Platform is the major missing part of their marketing technology stack. And it’s this blind spot that’s costing time, revenue and the ability to learn about your customer’s preferences, motivations and desires.
Here’s 7 surefire reasons marketing technologists need a Brand Engagement Platform to engage and activate consumers on every digital channel.
1. Collect Zero-Party Data At Speed And Scale
Every marketer would like to develop their campaign strategy solely around zero-party data. But in lieu of the inherent benefits, it’s often seen as too difficult to acquire at speed and scale. Hence the over-reliance on third-party sets purchased from aggregators that load the CRM and swell email lists, but are compiled from a host of unrelated and unreliable sources. Quickly becoming outdated and having no direct relationship with the consumer.
But with consumers more scrupulous than ever when it comes to handing over their personal data it’s easy to see how marketers fell into the third-party trap.
Marketers can breach this void by leveraging Wayin-powered interactive digital experiences that conduct market research, accrue opt-ins and deliver an altogether better experience with a tangible value exchange for the consumer. Entertaining and engaging them in return for their attention, PII data and preferences.
Whether a questionnaire, giveaway, interactive social story or poll, by leveraging these interactive experiences that incorporate incentive mechanics, marketers can quickly and easily collect zero-party data at speed and scale to fuel their future marketing efforts.
Wayin collected over 500M zero-party data records in 2017, and will collect 700M this year
2. No Need For A Developer Degree
Whether it be a clunky CMS, overcomplicated CRM, or a dashboard heavy marketing automation tool, all too many platforms that are designed to streamline and simplify the role of the marketing technologist seldom do. You need a tool that can be rapidly configured without buy-in from IT teams or assistance from developers
The Wayin Platform empowers marketers to rapidly configure interactive campaigns with simple out-of-the-box drag and drop functionality and intuitive models to create the optimal user experience. With minimal training, marketing teams can be ideating, creating and publishing campaigns quicker than you can read this blog.
Whether it be fonts, colours, styling, what data you want to collect, or any functionality whatsoever, no coding experience required or tickets to the IT department.
167 Bauer Media staff onboarded in just 2 months
3. Compliance First
Several months on the enforcement of tighter rules around data collection, rather than signalling the end for personalization marketing, it has improved it. And marketing technologists on the whole have taken it as the kick to improve transparency.
There are many SaaS marketing platforms that collect data on behalf of the advertiser. However, all too many sell the data they collect on your behalf to boost their margin. Making not just them, but you as a marketer, non-compliant.
Wayin has an in-house data protection specialist to ensure that our Brand Engagement Platform meets the requirements of GDPR and other privacy legislation, both in terms of personal data we process as part of our business as well as in our role as a data processor on behalf of our customers.
Only 22% of online consumers are satisfied with the level of personalization they currently receive
4. Augment Digital Experience Platforms
The traditional web content management industry is been disrupted by the evolution of Digital Experience Platforms (DXPs) which help marketing technologists build impactful, personalized experiences that go beyond web, to support true omni-channel engagement.
But to truly unlock the power of DXPs, marketers need design flexibility, a rapid time to value and marketing destinations that are creative, interactive and inspiring. More often than not, these requirements are in direct conflict with how web content management systems have been architected and built.
That’s why Wayin has partnered with the world’s leading providers, including Adobe and Sitecore to rapidly create short-lived interactive marketing experiences on channels other than the website. Helping customers build impactful, personalized experiences that go beyond web, to support true omni-channel engagement.
5. Get Data Instantly Into Your Marketing Stack
When a user has engaged with one of your campaigns, uploaded a snap to Instagram, filled in a form in an ad unit or entered their details into a mobile quiz, you need that data loaded directly into your CRM, DMP and marketing automation tools in real-time. While the user is engaged, and your brand is front-and-centre in their mind.
However, through a litany of internal data silos, inaccessible file formats and downright inefficient platform providers, it’s not uncommon to have to wait until a campaign has run its course before receiving the data. By which point your fickle target has forgotten about you and your campaign. The lead has gone cold and your marketing spend was wasted.
The Wayin Brand Engagement Platform pushes data seamlessly and instantly into your marketing technology stack. No hold up, and no silos, helping you improve efficiency and deliver ROI.
6. Deliver True Personalization
Traditionally personalization has been driven by looking at previous behavior, evaluating click-stream paths, search terms, purchase history and other indicators to try and ‘second guess’ the intentions and desires of the buyer or potential customer.
Despite privacy legislation sweeping the globe, consumers want better personalization, and they’re prepared to give up personal data and preference insights to receive it.
The zero-party data discussed in point 1 can help marketing technologists drive uber personalization. As this data is shared intentionally and proactively by the consumer. This type of data offers a window into their motivations, interests, intentions, preferences, and what really makes them tick. Thus empowering brands to recommend products, services and content that is truly personalized.
85% of consumers are more likely to make a purchase if the offer is personalized
7. Campaign Savings Through Reuse And Automation
Wayin has developed over 85 revolutionary interactive digital experiences specifically optimized to be published in social platforms, ad units, landing pages, mobile apps, or any digital destination.
With Wayin, each and every interactive experience is saved to a global campaign library, complete with in-depth metrics on its success. Marketers can easily search for any campaign type and be served relevant results. These can be rapidly and easily cloned, optimized and translated for local deployment to both the smallest ad unit and the largest festival screen.
There’s also no need for social media teams to pore through countless posts to find stunning user-generated content. Marketers can base campaigns around dedicated hashtags, and Wayin automatically digests, moderates, obtains rights to, and publishes stunning UGC to their digital channels.
Leveraging Interactive Experiences Across The Customer Lifecycle
Start collecting zero-party data and preference insights and driving true personalizationDownload Whitepaper