Data integration: the key to omnichannel marketing

Data integration the key to omnichannel marketing


30-second abstract:

  • Consumers favor an assortment of channels to talk with manufacturers
  • To guarantee coherent experiences and constant messaging, manufacturers want to take a look at their first-party information for a chicken’s eye view of their shoppers’ preferences
  • Data integration is a key enabler to putting a stability between the appropriate platform and personalization
  • Blueshift’s Head of Global Partnership, Jason Shugars raises some key factors for consideration

Businesses usually have a number of methods of contacting their prospects however a blanket batch message is commonly not as efficient as messaging shoppers by way of the appropriate channel.

“Customers have different preferences on which mediums they like to be contacted by and identifying what these are is paramount in getting returning customers,”

says Jason Shugars, head of world partnership, Blueshift

“I think giving marketers the chance to reach their consumers on the right channel and at the right time is pretty powerful,” he says. “One of the primary drivers of omnichannel marketing is it makes customer’s go, ‘I feel my connection to the brand growing because they’re messaging me on the right channel.”

Content created in partnership with Blueshift.

However, to accomplish this agency want, it’s important to higher make the most of information and be sure you perceive prospects’ preferences.

“A lot of marketers are just living out of a customer relationship management or they have one data set they’re looking at. Any good customer data platform brings in all these data sets from all over the company,”

says Shugars.

“If you’re just looking through one lens like through email or paid media, you’re missing out on the full picture of who your customer is.”

By gathering and analyzing buyer information, entrepreneurs may be a lot more proactive throughout the shopping for expertise. According to Blueshift’s Triggered Benchmark Report, triggered messages (a message that happens when a buyer does one thing) are a lot more efficient than sending batch messages throughout all channels.

To accomplish this, new applied sciences like AI and machine studying are being utilized to confirm when it’s best to push out such messages and thru to the most applicable channel,

says Shugars.

“You’re not able to do that unless you have a really rich algorithm or a very large data science team that is building and modeling.”

Utilizing first-party information

Marketers have lengthy relied on third-party information to establish client wants and preferences. However, that information could quickly dry up, with many browsers now prohibiting third-party cookies. Third-party cookies are nonetheless enabled on the hottest browser, Chrome. But Google, the browser’s developer, has stated they’re wanting to eradicate them by 2023. Marketers will, subsequently, want to rely more on first-party information.

“It’s this untapped warehouse of customers and their data that you could be using,”

says Shugars.

“Even if the third party and privacy changes that are coming down the pipe were not happening, brand marketers are becoming more aware of how much data they have and how valuable it is.”

He provides that, in contrast to third-party information, shoppers have more explicitly agreed to share their information with an organization.

“That’s really what makes first-party data powerful. If you’re not using it to do your marketing you’re definitely missing out.”

Integration challenges

But entry to that information goes past the marketing division, getting IT on board is essential in integrating first-party buyer information. The problem, nonetheless, is that with elevated scrutiny on information privateness, entrepreneurs will want to show they’ll responsibly deal with that information.

“The IT department is typically the owner and holder of data. We need IT to get it to give us access to that data set,” says Shugars.

“IT has a leash on it to make sure it’s being used correctly. That can be a challenge, but everyone is going to face that in any marketing/tech conversation.”

Integrating all the tech wanted additionally presents a problem. Many companies, particularly massive ones have completely different legacy techniques that make it tough to undertake new approaches.

“It can be a more daunting challenge to get everyone on the same page,”

says Shugars

However, having this dialog is vital. A enterprise is not going to transfer off legacy tech stacks with out an inside voice advocating for it.

“It’s being a thought leader inside of your organization. It’s a matter of a gentle upward pressure of pointing your leadership team or decision-makers to where the industry is today.”

Jerry Gordon

About Jerry Gordon

Webmaster, nature and tech lover. Jerry manages the day-to-day operations at DigiToolsadvisor. He loves enjoying his free time, but most of all, trying new tools to master.