This is an exciting time to be working in marketing. Customers have access to technologies that connect the Online & Offline experience more than ever now. The number of channels and touchpoints like Email, Social Messengers, Digital App, Websites, etc. are ever-increasing that enterprise marketers can leverage to reach the customers. 

But leveraging the full potential of multi-channel touchpoints can be challenging. In the time where customer loyalty is rapidly declining and they are bombarded with messages, one must ask “how can my messages and customer engagement remain relevant to my audience throughout all the noise?” The need for an Omnichannel Marketing Strategy has become existential for enterprise marketers as customers expect you to engage with them seamlessly across touchpoints. Multiple projects in 2020 will be directed at breaking silos between channels to create those engaging experiences and strategies that customers expect.

Join the survey here and get a free copy of the final report on the State of MarTech 2020 to discover how other Marketing leaders are planning their Multichannel Strategy for 2020.

Join the survey and find out what channels are prioritized in 2020

Last year, the marketing technology landscape has dramatically transformed the way companies across all industries engage with their customers. The traditional models of customer engagement based on solely discounts and offers are becoming less and less efficient. Today’s customers no longer rely on brand and marketers to provide them with offers or information on brand products or services, they have it all at their fingertips. This has led to an easier benchmarking and a stronger market awareness that decreased brand loyalty with customers switching brands at the drop of a hat.

Find out more by taking the survey

In this digital era, customers decide when, where, and how they wish to interact with your organization. As the customers become more informed the push technique is slowly falling out of favor. With the rise of swiping, multi-tasking, and multi-device engagement, the average attention span of customers is reducing significantly. Add to it, the increasing number of channels via which the customer will be bombarded with information, you certainly have a tough challenge at hand. 

“It is not that customers don’t want to hear from brands at all – but they want to hear the right message at the right time through their
preferred channel.” Naras Eechambadi, Quaero

The state of MarTech uncovers the methods employed by CMOs to leverage technology in their overall strategic plans for 2020 to turn around the need for immediate interaction and engagement. You can join the survey here and get a free copy of the final report on the State of MarTech 2020. While the convergence of marketing and technology could be a possible solution, it is essential to understand the changing customer loyalty to address the core of the problem.

Decrease In Customer Loyalty and What Can Be Done?

The cost of customer acquisition is always manifold than the cost of customer retention (seven times to be precise). This makes it imperative for brands to ensure that they work towards improving customer retention. The first step is to analyze the reasons for decreasing customer loyalty, which is caused due to failure in keeping up with customer expectations, sub-par delivery of offers, faulty loyalty programs, and the impact of transparency.

Find out more by taking the survey

“The next best action may be a retention-oriented activity, a reward, a thank you message or a service action-instead of just trying to sell the next widget.” – Naras Eechambadi, Quarero

The next step that can help brands sustain the change is employing the omnichannel strategy. As the touchpoints increase, the marketing activity should follow suit. Your customer can come across your brands on different platforms and a seamless experience across all these platforms will aid the customer in moving further in the buyer’s journey. A synergized campaign across all platforms will increase your exposure and also help in retaining existing customers. The key here is going omnichannel. Is your marketing strategy omnichannel yet? You can take the survey to compare on-going omnichannel strategies in 2020.  

Finally, customer experience is the key that can set you apart from the competition. Today, customers value experience and personalization more than price or any previous association with the brand. Your brand can delight the customer by ensuring that at every point during the whole of the buyer journey. You need to provide relevant information for the customer to take the right decision. It is critical for you to know and understand the entire buyer journey across all platforms to effectively deliver the right message. A highly customized and personalized message can work wonders as it shows the customer that they are not some random number to your brand, but someone whom your organization values.

So, it is vital for organizations to ensure that customers remain loyal to their brands and this is where marketers come into the picture. However, since technology has such a major impact on the entire buyers’ journey, customer experience, and customer loyalty, marketing can no longer operate in isolation. Therefore, CMO, CTO, and CIO must work together towards effectively using MarTech in preparing their organizations for the challenges of tomorrow. 

Find out more by taking the survey

Decision Balance and Tech ownership has shifted between CMO & CTO / CIO

For many years, the CMO of any organization has been the go-to person for solving marketing challenges and devising new strategies. Traditionally, CMOs are marketing experts who may have spent decades with the company or in the same industry and they could take key decisions based on their experience. Today, CMO can no-longer make as quick decisions as they used to and have to rely on data and technology to create successful marketing campaigns. As technology becomes a part of our lives and that of customers, it is essential for CMO to understand how they can leverage technology integration to extend their capabilities. The CMOs & CIOs will need to collaborate closely to drive the MarTech strategy.

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A new trend that is also emerging is that CMOs are slowly outspending CTOs when it comes to Martech as they are now empowered by APIs that allow them to break down information silos and extend their use cases more easily. While marketers are good at adapting to change, the challenges arise as technology is evolving exponentially, whereas organizations (and people within organizations) only adapt at a logarithmic rate. Yet there is no denying the fact that the combination of marketing and technology can open new avenues for organizations. By using CMS platforms, social messengers, AI bots, translation platforms, etc. new possibilities can be created which were never possible a decade ago. MarTech is the solution for addressing the challenges created by the ever-evolving technology. The possibilities are endless and the same has been shared by marketing leaders in the report which you can access by completing this survey. 

Find out more by taking the survey

GDPR And Other Privacy Law Are Impacting Your Marketing Business & Budgets

MarTech essentially deals with using data obtained from the customers to devise marketing strategies for more targeted campaigns. Today, data is one of the most valued commodities, perhaps even more valuable than oil. So, it is hardly surprising that anything so valuable will eventually be regulated and governed. Increasingly, countries across the globe are now making laws that govern the data usage of their citizens. GDPR which was introduced in Europe last year is a prime example of regulations on gathering and usage of data.

Find out more by taking the survey

GDPR is meant to protect the personal data of individuals in the European Union wherein personal data includes names, photos, posts, IP addresses, and more. Failure to comply with the GDPR guidelines can warrant a fine of €20 million or 4% of a company’s global annual income whichever is higher. If your company serves customers in the European Union, it is essential for you as a marketer to clearly understand and adhere to the GDPR guidelines. As a marketer, it will be your responsibility to ensure that any data that is collected has been obtained by taking informed consent. It is critical that the data collected is used only for the purpose for which consent was sought.

Find out more by taking the survey

Personalization has been a buzz word in the past couple of years, and even now we are talking about hyper-personalization. However, it is essential that marketers tread cautiously in using the personal data of the customers and always work within the framework of the law. Understanding these rules and regulations will not only help the marketers in adhering to the law of the land, but it will also empower them to chalk out a strategy that alleviates any concern that the final user may have about the use of their personal data. This will certainly reinforce the trust the customer has on your brand.

You can take the survey to find share how GDPR & Privacy law have impacted your Marketing decisions & strategies and get the final report to benchmark the trends.

How Do You Integrate New Stack In Your Channels And MarTech Ecosystem?

While we can continue talking about data or MarTech, it essentially comes down to the specific goals of your organization. The technology is evolving with each passing day, so it is essential for you to evaluate these technologies and integrate them into your existing MarTech ecosystem. There are numerous apps & software available on the market, and you do not need to jump on every new technology. However, it is critical for your organization to have a CRM software, marketing automation platform, and methods to measure results.

The marketing technology stack you use should enable you to target prospects who are most likely to buy your solution. If any technology that you are planning to use cannot do that, then it may not fit into your MarTech ecosystem. The technological stack that your organization needs will differ from other organizations and will depend on individual factors such as the scale of the company, business model, how tech-savvy are the people within the organization, and more.

You need to evaluate the specific needs of your organization and then consider the best possible marketing technology stacks that can help you reach your goals. You can take the survey here and get a free report on the State of MarTech 2020 where you will find top CMOs discussing how they have successfully embraced MarTech and selected as well as integrated the new stack in the ecosystem.

Find out more by taking the survey

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Further Reading
Marketing & Commerce | November 17, 2020
Unica Named a November 2020 Gartner Peer Insights Customers’ Choice for Multichannel Marketing Hub.
HCL Software is excited to announce that Unica, a leading enterprise marketing solution, has been recognized as a November 2020 Gartner Peer Insights Customers’ Choice for Multichannel Marketing Hub (MMH). Our team at Unica takes great pride in this distinction, as customer feedback continues to shape our products and services. In its announcement, Gartner explains, “The Gartner Peer Insights Customers’ Choice is a recognition of vendors in this market by verified end-user professionals, taking into account both the number of reviews and the overall user ratings.” To ensure fair evaluation, Gartner maintains rigorous criteria for recognizing vendors with a high customer satisfaction rate. Here are some excerpts from customers that contributed to the distinction: “A solid product with deep user community and good integrator expertise in region.”- Head Of Marketing Data & Analytics in the Finance Industry “HCL Unica is a great Campaign Management tool which generate good revenue for organisation.”- Senior Manager in the Services Industry "HCL Unica is a great ROI Marketing Automation tool.”- Associate Director in the Manufacturing Industry Read more reviews for Unica here. Everyone at Unica is deeply proud to be honored as a November 2020 Customers’ Choice for Multichannel Marketing Hub. To learn more about this distinction, or to read the reviews written about our products by the IT professionals who use them, please visit the Customers’ Choice announcement. To all of our customers who submitted reviews, thank you! These reviews mold our products and our customer journey, and we look forward to building on the experience that earned us this distinction! If you have a Unica story to share, we encourage you to join the Gartner Peer Insights crowd and weigh in. The GARTNER PEER INSIGHTS CUSTOMERS’ CHOICE badge is a trademark and service mark of Gartner, Inc., and/or its affiliates, and is used...
Marketing & Commerce | November 12, 2020
Manage TVC-Grid Validation in Unica Plan – A Systematic Way
Marketers are always looking for tools and processes to manage their marketing operations, streamline workflows, optimize the budget spend, resources, and manage other marketing assets. MRM is a single solution that can take care of all your needs, from strategic planning to executing a certain marketing activity and ensuring that consistency binds the team together. Unica Plan is the solution that Unica Suite offers to manage all your marketing needs and activities. HCL Unica Plan (Formerly known as Marketing Operations) supports the feature called Tabular View Control (TVC) Grid, where the marketer can choose and arrange the different attributes like Text, Numeric, Date, etc. which they want to use for tracking their business activities. Grids are mainly used for collecting data, in the user interface, it appears like a table or a list. You can enter data into the cells of the grid according to the selected attributes and their data type. Apart from this, the product supports the customization of grid attribute(s) with validation; for example, the attribute should start with a specific character/word OR attribute should not allow entering beyond a certain limit OR attribute should only allow data between a certain range, etc. “com.unicacorp.uap.grid.validation.plugin.GridValidatorPluginImpl” validator is delivered with HCL Unica Plan which can help you to define the validations on-grid attribute(s). This validation plug-in supports two types of rules. ROW: row-level rules are executed first. GRID: grid-level rules are executed after row-level rules. HCL Unica Plan ships with the following sample rules. BeginsWithRule DateCheckRule RangeCheckRule UniqueCheckRule This article will help you to understand the grid validation, data validation rules, and how to implement the ROW level validation using the "BeginsWithRule" rule with the Text Single Line Type attribute. Let’s follow the step by step approach to learning the validation. Create the new grid frame using the Form...
Marketing & Commerce | October 28, 2020
Identify the best offer using A/B Testing in Unica Interact
Every marketer aims to achieve better click rates, easy conversions, reduce the churn rate, and create a memorable experience for their customers. To accomplish it, the decisions they take while sending out emails, designing CTAs, landing pages, and even sending out offers should be inline with the customer they are targeting. To avoid the assumptions of what shall work and what won't, A/B testing, also known as split testing, is the marketing technique that utilizes two versions of the webpage, application, offers, email, or any other marketing asset to analyze and understand which one performs better. A/B testing is essential as different customers may react differently to varied situations. For example, some might want the 'Buy Now' button in the center of the page, and others might like on the bottom right corner. But which one of them leads to the most conversions? Is the answer that A/B testing can provide. How A/B Testing works in Interact? In Interact, an A/B Testing is a test done for a treatment rule with all its properties fixed, but only one parameter varies. In 12.1, this parameter is a combination of offer and its offer attributes. In an A/B testing of a rule, each varying-parameter represents one branch with audience distribution percentage. Depending on the response of the Audience for an Offer in a set Test Period, you can choose the best suitable offer for that treatment rule. Set up A/B Testing for Treatment Rule A new option A/B, is added to the Rule menu; you can directly land to A/B Testing pane by using it. On A/B Testing tab, you can enable A/B Test for a Rule by selecting Enabled Check Box. After enabling the A/B Test for a Rule, a Default branch will be added by copying details from the base...
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