Unlocking The Power of Marketing Automation

Richard JonesLast Updated: Insights

Global technology brands like Salesforce, Adobe, IBM and Oracle have invested heavily in purchasing Marketing Automation companies to add to their marketing stacks. Salesforce bought ExactTarget, Adobe swooped for Neolane, IBM acquired Silverpop and Oracle purchased both Responsys and Eloqua. Marketing Automation platforms allow marketers to automate and simplify client communication by managing complex omni-channel marketing strategies from a single tool and therefore are a central component of the Marketing Cloud.

If you are a marketer then you have no doubt invested countless amounts of time and money setting up a marketing automation program, and are now looking for ways to unlock the power of the automation tools now at your disposal.

The promise of marketing automation is to deliver more personalized marketing at speed and scale. Marketers regularly talk at industry events about their desire to deliver one-to-one marketing conversations at scale, and declare that marketing automation tools can be a powerful ally in that quest. But to truly unlock one-to-one marketing, you need to power the personalization of emails, SMS and marketing outreach on multiple channels from deep insights about customers characteristics, interests, motivations and desires. Getting marketing opt-ins and creating segments to message people based on basic profile information and web behavior is a simplistic way to approach the goal of truly personalized marketing, but these data sources by themselves often fall short.

Wayin is being utilized by customers to truly gather the information required to trigger personalized marketing messages that deliver far higher rates of conversion.

Take a look at this ‘Meet your Money Self’ example Kiwibank launched on the TVNZ website, where consumers answer various questions about their spending attitudes with an ‘agree’ or ‘disagree’ slider. The quiz profiles consumers into several segments to provide a value exchange in return for personal data, providing consumers with personalized advice, and enabling hyper-personalized content for retargeting from Kiwibank.

Google Analytics script placed on every page allows Kiwibank to track the drop-off of each page and modify quickly to optimize completion rates. Floodlight tags enable targeted remarketing to consumers who do/don’t complete the quiz. The quiz provides important market research of consumer profiles and trends, informing future creative messages, media channels and target segments. To receive more information and advice on your money personality, the entrant needs to fill out a form where opt-ins to Kiwibank’s marketing are also collected.

At completion a personalized email is triggered from Kiwibank’s CRM featuring relevant advice based on a consumer’s profile and spending attitudes, and encourages them to continue watching the ‘Mind over Money TV show.  Further content follows-on, featuring Kiwibank products with tracking of new customers and purchasing of new products/accounts.

However you don’t need to get all the information up-front. Many marketers leverage promotions like sweepstakes and instant win campaigns to dangle a carrot to encourage marketing opt-ins. They then target prospects with messages to get them to engage with interactive experiences which gradually profile them in a deeper way to personalize marketing automation.

Here’s a B2B example from HP for the HP DesignJet Printers. Rather than just deliver a boring brochureware website, still the curse of many websites, HP injected a bit of fun with a sweepstakes where entrants have to compare original drawings with the common mistakes on print-outs of non HP printers. The campaign captures marketing opt-ins, basic profile information and feedback on how HP’s printers will benefit their business. With this information captured, HP can then power follow-on outreach to these customers to engage them in deeper interactive experiences to further personalize their marketing efforts.

Make no mistake, there is a seismic shift happening in marketing that the above examples relate to. As the Cambridge Analytica fallout continues to intensify, and data privacy concerns dominate, marketers cannot rely on just buying third-party data to target their marketing outreach. It’s not even that accurate. DigiDay Research in their article ‘Publishers Warm to GDPR Benefits, January 15, 2018’, states that 82% of marketers don’t believe third-party data is reliable. And market research company eConsultancy states that 81% of marketers obtain the highest ROI from data-driven initiatives when using first-party data.

Wayin’s platform allows marketers to create interactive experiences that offer a value exchange to collect detailed first-party data at speed and scale, and powering marketing automation programs that achieve the highest ROI.

Wayin empowers marketers to get the interactions from people that allow them to create micro-segments in their marketing automation systems that truly deliver on the promise of personalized marketing. Wayin is not only valuable to marketing automation programs, but essential if you really want to drive results.

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