In the process of developing this paper on customer journey management, Winterberry Group spoke to senior industry experts from both the US and Europe. These experts represented companies involved in all aspects
of customer journey management, ranging from global data and technology companies, digital transformation agencies, and end user clients. To complement these interviews, WG ran an online survey of senior
brand marketers and marketing decision-makers in April 2021 across the US and UK.
The objective of this paper is to facilitate better understanding of this rapidly changing market, currently being driven by a mixture of technological innovation, promotional and purchase channel
transformation, and cross-channel data quality. The market challenge remains for brands to continue to better understand and serve their customers, when and where they are along the customer journey.
Meanwhile, each of these groups wants to interact with the customer on their own – and not the customer’s – terms. The result for customers is that interactions with the brand can feel disjointed and dissatisfying.
While many brands have hired chief customer officers or built customer experience departments, it’s rare to find a brand that understands the journeys a customer takes when interacting with the brand; understands
the customer need during any given interaction; and has the resources and capability to solve those needs as quickly and efficiently as possible. It is this problem that customer journey management seeks to solve.
Winterberry Group defines customer journey management as “a strategic approach to understanding an individual’s need in the moment, in order to meet that need as early as possible, and in the most
convenient manner for the individual.” Customer journey management requires organisational alignment underpinned by strategy, objectives, and process. This must be supported by data, technology, and analytics
to understand the need, as well as decisioning, orchestration, and omnichannel engagement to deliver the appropriate experience.
Download The evolution of customer journey management, for marketing and beyond Whitepaper.
The Definitive Guide to Marketing Automation
Marketing automation allows businesses to save time and money, measure…
2023 Digital Trends Experience Index
Welcome to Adobe’s 2023 Digital Trends report. Now in its 13th year, our annual…
10 Reasons to Consider Marketing Automation
Being a successful marketer means always being ready for the unexpected…
How can marketing automation benefit you?
Marketing automation allows businesses to save time and money, measure and optimise marketing investments and grow revenue faster. According to our benchmark analysis, businesses that use marketing automation can grow their pipeline by 45%, enjoy 25% higher revenue and allow sales reps to spend 22% more time selling.
What’s in the guide?
- What is marketing automation?
- How marketing automation differs from email marketing and customer relationship management (CRM) tools
- Common features you might see
- Building a business case- Learn how to get buy-in from your extended marketing team, CMO and executive team.
- Taking your marketing automation to the next level
- How to be successful— how to start small and focusing on small wins that can generate valuable results.
- Buying marketing automation – Which marketing automation solution is right for your organisation?
- Marketo’s marketing automation – See how Marketo can drive marketing automation ROI, including faster time to value, seamless connection with key sales, reporting and business applications.
Download The Definitive Guide to Marketing Automation Whitepaper
10 Reasons to Consider Marketing Automation
Being a successful marketer means always being ready for the unexpected…
2023 Digital Trends Experience Index
Welcome to Adobe’s 2023 Digital Trends report. Now in its 13th year, our annual…
Renforcez la confiance de vos clients grâce à…
Lorsqu’elle est adaptée, la personnalisation de l’expérience client renforce la…
More agile, more efficient, more effective marketing.
Being a successful marketer means always being ready for the unexpected, but that goes beyond just having the right outlook and attitude. Your plans, strategies, and campaigns should be equipped to adapt to disruptions and changes — and it’s pretty much impossible to accommodate this manually.
Enter marketing automation, software that streamlines, automates, and measures marketing tasks and workflows to increase efficiency across the board. Finding the right automation solution will provide you with an organised marketing database as well as an engagement engine for all your activities and campaigns. This means smoother execution, smarter campaigns, and increased revenue.
Check out our eBook and discover 10 reasons to consider marketing automation for your organisation.
Download 10 Reasons to Consider Marketing Automation Whitepaper
We’ve moved 15 years into the future from the early 2020s. Back then, AI was making it possible to deliver intelligent, real-time personalisation, at scale.
The AI that matters now is your own private Agent, which filters and curates your digital life, and beyond. Your Agent shops. It suggests holidays. It recommends financial services. It spots job openings of interest. All bespoke to you, your life situation and goals.
Download The Next Experience Revolution Whitepaper
A strategic guide to end-to-end, real-time personalisation at scale.
This eBook outlines the path to excellence in personalized customer experience. You’ll learn why stepping up your personalization game is essential to survival in today’s digital economy, and how businesses in diverse industries are meeting and exceeding their key business objectives by executing next level personalization strategies and technology.
We’ll then dig into the ‘how’ and discover why future-proof personalization must meet three criteria: end-to-end, real-time and at scale. You’ll learn the necessary capabilities – data, content and journeys – to support this transformation.
By activating each of these three key capabilities to integrate data, content and workflows across your organization, Adobe’s foundational tools can support you to reach the full potential of personalization and create consistently relevant, contextual and authentic experiences that keep customers coming back for more.
Download Elevating personalisation Whitepaper
When you don’t have a big budget, marketing can be challenging, but there’s plenty a small business owner can do to attract and maintain a customer base. The rise in digital marketing has made it easier for small business owners to find a way to create a presence and attract informed buyers.
Before your business starts marketing a product, it helps to create a buyer persona whom you want to reach with your promotional materials. Once you have your ideal customer, you’ll have a wide choice of marketing methods. Most of these are low-cost or no-cost tactics (sometimes called guerrilla marketing). You may use different ones at different stages of your business cycle—or you may utilize them all at once from your business’ inception.
When you build a business, the first thing you want to secure is a customer base. Then, with a decent printer, a phone, and an internet-connected device, you can create a reasonably extensive advertising campaign without paying for space. We’ll look at seven small business marketing techniques in more detail.
Read the complete article here
The central aspect of marketing is understanding that every product targets a specific audience; copywriting serves this purpose. It helps intrigue the customer into thinking about the products they want or interacting with the brand engagingly, showing the importance of copywriting.
Therefore, Copywriting has become one of the most important aspects of content and digital marketing. It involves the creation of content that influences audience choices towards brands.
In this blog, we will go through the aspects of marketing through copywriting, its importance, and how it helps content marketing.
Read the complete article here
“Content is everything.”
At least, that’s one variation of the saying each website owner adheres to. But in the ever-changing landscape of content marketing, content distribution is a close runner-up to the content itself.
Organizations must invest in effective content marketing by leveraging various content marketing platforms as competition becomes more fierce.
How fierce? 47% of companies plan to grow their content teams this year.
Here are seven tools to consider to take your content to new heights.
