Do you believe that implementing an email marketing strategy is enough to keep your clients and prospective clients connected to your brand?
It’s true that email marketing took off over 10 years ago and has been an invaluable resource since then, however, email marketing alone is not enough to respond to the challenges of today’s market. These days, people have many more channels at their disposal to connect with what interests them, relegating email to only one component of the strategy.
In addition, the typical metrics offered by almost all marketing departments (open rate, inbox deliverability rate, click-through rate, bounce rate) do not really say much. These metrics also fall below the expectations of a Board of Directors focused on the growth of an organization and the constant pursuit of return on investment.
Consequently, many marketing teams are not very happy with these evaluation metrics, which require a lot of effort, but often do not show the expected results. According to the Salesforce Report “State of Marketing 2016” only 18% of respondents consider themselves extremely satisfied with the results of their company’s marketing investment.
What makes a marketing team a high-performing one?
A “customer journey” can be defined as all interactions that a customer has with a brand, product, or service across all channels and touchpoints. According to the same study by Salesforce, high-performing marketing teams are nine times more likely to adopt customer journey strategies than other teams. This customer-based strategy seems to be the main difference. In addition, 88% of respondents say that a “customer journey” strategy is key to the success of all marketing efforts.
Furthermore, these marketers know that achieving the perfect customer experience is not an easy task and is an ongoing process. According to the study, 61% of high-performing teams continuously map their customers’ interests with the help of specialized platforms to continue improving, in comparison to 22% of teams that are described as moderate performers. Do you see the difference?
Let’s look at some survey results from the high-performing marketing teams that have implemented a customer journey strategy approach and personalized it to individual customers.
I’m sure you’ll agree that it’s almost impossible to identify all the interests, touchpoints, and potential customer approaches for your company on time (preferably in real time), using traditional methods.
To achieve this, it is essential to have systems in place that provide all the information you need, not to mention all the information you didn’t even know you could get, in one place, to use as input in developing your marketing strategy. In addition, these systems should integrate all possible customer touchpoints and be automated to respond to the interests of each of your customers and prospective customers, placing them and moving them through the various stages of the purchasing cycle. You will be able to view your return on investment generated by each activity, thus showing the concrete results of your activities.
Now, do you see why there are some companies that seem to be light years ahead of others? We would like to show you what could be achieved in marketing today using the right technology.
How much do you think your company could grow by implementing technology to achieve better marketing results?Contact us