Adobe® Marketing Cloud Cross-channel
10 easy steps to cross-channel campaign orchestration In a world where customers call the shots, marketers are confronted with one fundamental challenge: how to build and extend relationships with their customer base to drive top-line revenue growth and ROI. Overcome this challenge using the following 10 steps to orchestrate your personalised cross-channel campaigns.
Comprehensive campaign orchestration 1.
Plan your campaigns across an extended timeline and effectively manage plans, activities, budgets and results in a single environment.
2.
utomate your campaigns throughout customer journeys based on their interactions and actions. A Automate data management – data capture, data segmentation, extraction and loading.
3.
easure campaign success at any stage of the campaign life cycle. Comprehensive dashboards are M available to manage several campaigns at a time. You can also evaluate cost effectiveness and tie revenue back to the individual campaign level.
Integrated customer profile 4.
Unify your customer’s profile: track every activity in a consolidated view and maintain an institutional memory of the customer.
5.
Market to the customer, not to the channel. Integrated customer profiles contain preferences, purchase behaviour, loyalty and value data to target individual customers across programmes – cross-sell, upsell, loyalty and retention.
Personalised cross-channel execution 6.
Utilise a centralised offer management engine that operates independent of channels to design interactions and ensure that your customers receive offers in context at all times.
7.
Enhance digital and offline execution: high-volume emails and deliverability, mobile and social, as well as direct mail, call centre and point of sale.
8.
I n real time, present dynamic and personalised offers to customers across channels, like email, call centre, web and social. These offers are based on customer context, past behaviour, profile and interaction history.
Open and flexible architecture 9.
Adobe Campaign is based on modern architecture and uses web services for straightforward data and process integration with operational front and back-end systems.
10. A dobe Campaign offers a cloud messaging deployment, a hybrid model that enables you to outsource internet-facing processes with high uptime constraints, while maintaining confidential data and key functionality in-house.
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