MarTech and Customer Contact
The core deliverable of MarTech is to streamline customer contact. You are successful when you can put the right message in front of the right individual at the right time over the right channel. Doing all of the above is quite challenging.
What is the problem?
No matter what your choice of MarTech is, the problems you are going to face are similar:
- Data Overload; Customers and prospects interact over different channels for different reasons (customer service, purchases, browsing/comparing, etc.) and in todays’s world there will be a lot of data to be interpreted.
- Fragmented Customer Journeys; this is mostly the result of living in a digital world (particularly during Covid: people are using all kinds of devices and may appear to be at different parts of the marketing funnel at the same time.
- Marketing Operations are too laborious; choosing an audience, writing content, managing ROI dashboards, looking at legal and compliance issues, etc. all require time for collaboration
Measurement and Attribution; again because of the proliferation of channels it is challenging to assess which campaigns work better, or under what circumstances (e.g. channel, message, product offer, etc.)
How should you address this problem?
Regardless of how many MarTech solutions you have there is benefit in:
- Automating basic functions that are always required: consents, logging all contact history in one place (and accessing it easily), ROI metrics, etc.
- Decide what type of personalisation is suitable for your customer. Personalisation is about consistent recommendations, balanced contact intensity (not too many alerts), etc.
- Customer-centric design; modern marketing is more digital, more real-time and that means that a lot of systems can log an interaction and create a real time message.
Get in touch
Ready to upgrade your customer communication strategy today? Let's connect! Reach out to our expert team using the contact form below, and we'll be in touch to discuss how we can help your business thrive
Sydney, NSW, Australia