Data-driven marketing
Heard of customer journey mapping? When understanding the digital customer journey, it’s super useful in getting to know your customers and the steps they take with your brand. As a marketer, you’re left with a challenge to ensure you’re delivering a consistent, pleasant customer experience across different stages of the customer journey. But how can you keep on top of all your digital touchpoints and channels? Visualizing these paths in a customer journey map helps you and your team identify key areas that need improvement to make informed optimizations that create a smooth customer experience. Not sure where to start? We’ve broken this down for you in our complete guide to customer journey mapping! Table of contents: What Is A Digital Customer Journey? Why Is A Customer Journey Map So Important? Digital Hugging and Immersive Experience How Do You Create A Customer Journey Map? Recap: Getting Your Digital Customer Map…
Do you have everything set up for the upcoming Black Friday and Cyber Monday shopping week? Despite the uncertainty caused by the COVID-19 pandemic, 2021 looks set to be a big year for end-of-year shopping. With shopper confidence at a new peak after the challenges brought by the pandemic, there is a fresh vibe in the air. Black Friday As Opportunity The European eCommerce revenue across Europe jumped up 30% to a record $465bn in 2021, a number that is projected to reach almost $570bn by 2025. As companies shift more and more towards digital, eCommerce brands improve their customer experience and shopper preferences continue to develop. Companies are learning fast how to utilize cost-effective digital features and online channels for customized shopping experiences. Like every year, retailers will be wondering if they are doing enough to activate consumers for Black Friday and the Golden Quarter. Often, the answer will…
Table of Contents What is Multichannel Marketing? The Importance of Multichannel Marketing Platforms Insight-led Customer Experiences Summary What is Multichannel Marketing? Professionals new to marketing usually associate single channel marketing with traditional offline marketing and multi-channel marketing with social media. However, not only is this association incorrect but there is much more to it. Thus, you may be wondering, what does it mean to have a multi-channel approach? How can you optimize your multi-channel strategy and multi-channel marketing campaigns? Multi-channel marketing platforms are a technology aimed at enterprises that enable analytics, smooth data management, segmentation, and workflow tools to design, execute, and measure digital and offline marketing campaigns. This is the definition given by Forrester Consulting, a world leader in unbiased research and consulting, which refers to multichannel marketing as “cross-channel marketing” or “cross-channel campaign management (CCCM).” According to Forrester, customer obsession in multichannel marketing is vital to give a superior…
The ongoing pandemic has led to extreme growth in the digital markets, while brick-and-mortar sales could not meet expectations. Nonetheless, many companies still own and rely on physical stores. Mapp Cloud makes it possible to intertwine on-and offline shopping, leading to offering the “best of two worlds”. The main goal (and challenge) is to connect physical stores to the online presence while strengthening the brand identity and finally increase ROI. Mapp Cloud enables you to extend your marketing mix. It offers various marketing options to reach your customers both digitally and physically at all touchpoints. I would hence like to present two geo-marketing options Mapp Cloud currently has to offer. The first one, geofencing – also known as location-based targeting – is quite straightforward. The second one is a bit more specific, using the geocoding technique, which incorporates each sole or particular requirement. Refining location-based marketing with geofencing A geofence…
Our Summer Update is packed with 16 exciting features, including Web Push as a new marketing channel for your cross-channel marketing game, a new Analytics API for Mapp Intelligence, and a revamped navigation bar in Mapp Engage. Check out what else the Summer Update has in store for you. Push your Marketing to the Next Level with Web Push Have you ever wondered how to catch website visitors early in the conversion funnel when they are not quite ready to enter their email address or download your customer app? Then Web Push has your name written all over it! Web Push messages help you to react and interact with your website visitors in real-time with browser-based notifications. Web Push is one of the most cost-effective marketing channels and will reach your customers even when they have left your website for effective re-engagement. Here are some examples where Web Push will…
Mapp was evaluated in The Forrester Wave: Cross-Channel Campaign Management (Independent Platforms), Q3 2021… and the results are in! But before we dive into the specifics, let’s take a quick look back in time. In 2019, Mapp acquired the customer analytics platform Webtrekk, and we quickly integrated it into our platform. The acquisition marked a significant milestone in Mapp’s dedicated journey to becoming an insight-led marketing platform with data at the core of every business decision. We decided that analytics can no longer be considered as an after-thought. We set out to disrupt and reshape the traditional flow for CCCMs from: Data Cross-channel Execution Analytics to Data Insights Cross-channel Engagement Our vision proved worthwhile: through our insight-led approach to customer marketing, Mapp has been able to steadily grow both revenue and customer base around the globe, now partnering with companies such as Vivienne Westwood, Freesat, MyToys and Lloyds Banking Group.…
Q: What’s the similarity between cars and data? A: They should both be cleaned every two-to-three months! A recent report by Intelligent Car Leasing revealed that over a fifth of Brits never clean their cars, resulting in the interiors becoming a breeding ground for bacteria (not great in the middle of a global pandemic) and the exteriors becoming a safety hazard due to dirty windows and mirrors. Not to mention the fact that dirt can wear away paint leading to rust and eventual structural breakdown! The benefits of regularly cleaning your car are clear and the people who do have a regular cleaning routine will go the whole hog – inside and out – rather than taking the bitty approach of windows one day and hoovering the interior the next. Like your car, data is another entity that should be cleaned on (at least) a quarterly basis! But many…
Forrester recently published The Forrester Wave: Cross-Channel Campaign Management (Independent Platforms), Q3 2021, and Mapp was nominated a Strong Performer, achieving the best scores in 13 categories out of 22, including Product Vision. Read Mapp’s forecast for a deep-dive on what the future of cross-channel campaign marketing will look like and how insight-led customer experiences will play a vital role in the future of multichannel marketing platforms. When thinking about the future of multichannel marketing, the first challenge is the rising costs of customer acquisition. Customer acquisition is becoming more expensive Customer acquisition is getting more difficult and expensive by the day, while budgets are cut left and right – that’s not news to anybody. To quote our CEO Steve Warren in an interview with MarTech Series: “We can predict with a degree of certainty that 2021 will continue to see an overriding focus on marketing efficiency due to incredibly tight budgets.” So, the key…
One of the most important challenges that every retailer faces is collecting data and insights. This is essential to deliver relevant communications and experiences to customers. Customers give brands valuable data about their shopping habits: what they buy, whether they shop online or in-store most of the time, what promotions appeal to them. The more relevant the content you are creating, the more likely your customer will pay attention to it and you will be able to convert them. Valuable loyalty program data can not only be used to fuel personalization but also, if the information extraction is done right, provide you with data that your competitors can only dream about. Architecting Loyalty Programs With Data Customers expect relevance and personalization. Combining behavioral, emotional, and demographic data your customers willingly share with you will allow you to learn who they are, how you can meet their needs, and how to…
Understandably, there has been plenty of confusion and angst in the marketing community relating to Apple’s announcement of new privacy features in iOS 15, following WWDC. This is probably the moment when our industry makes it into the zeitgeist, and perhaps not for reasons you might be hoping. Users suddenly realize what is really happening when they read an email… Actually, it’s good news! Consumers are becoming much more aware of the value of their attention and how much they give away when they interact with marketing on the internet, in whatever form. We believe that all users should have a choice on what they see, what data they expose, and who gets to see it. The initial responses to Apple’s announcement seemed to suggest that email was dead, again (how many times has it died already?). But now that the dust is settling, we see that it is a…