How using these platforms increases your marketing ROI
We live in an interconnected world where we act through a large number of channels, both digital and physical. For companies of all sectors and sizes, this is a great opportunity, but it entails difficulties. The first thing we have to think about is marketing, then we have to add to it surnames such as “social media”, “content”, “digital”, “omnichannel”, “automation” and a long etcetera. The goal of any marketing technique is to improve our results, each one within its competence. These “surnames” have to be entered based on the objectives and needs of our company. Having worked for years as an MA specialist, I have seen that many companies carry out marketing actions without structure. This creates redundant actions and increases costs, both in production and investment. For this reason I believe that there are 2 key concepts on which all actions should be based: Data Management Platforms (DMP) and Marketing Automation.
What are CMP and Automation platforms?
The Data Management Platform, Customer Data Platform and Customer Relationship Manager are platforms focused on data management and data acquisition. Their mission is to give us a general and individual view of the status of our database and visitors. This allows us to improve the relationship with our customers based on the information we have, allowing us to optimize ROI. Marketing Automation platforms allow us to analyze the behavior of our database to develop automated actions. The joint use of these tools allows us to optimize all our actions to maximize the marketing budget .
Among the advantages offered by the joint use of these tools we find:
- Analysis of the status of our database.
- Automation of dormant customer recapture processes.
- Analysis of the behavior of our visitors.
- Customer profiling.
- Segmentation of visitors by behavior and interest.
- Identification of traffic sources and the profitability of each one.
- Automation of actions
- Lead management
- Alerts to different departments.
- And a long etcetera.
As you can see, the possibilities of this tandem are practically endless. Allowing to have a global knowledge of the database and executing actions that create value to the user.
A good relationship with the customer is the key to success
We have heard many times that “the customer is always right”. Although it is often not as true as it is stated, they are the key to the growth of any company. Therefore, having an understanding of customer expectations and managing response times are key, and Marketing Automation platforms allow us to develop automated responses that drastically reduce management times, increasing customer satisfaction. Additionally, these automations make the different departments more efficient and increase the ROI of each action.
At ROI UP Agency, we are at the forefront of omnichannel and multichannel disruption. We develop and optimize each platform in order to provide the best service to our clients and their projects.
