January 16th, 2017

How can Marketing Automation help to define ‘Customer Journeys’

How can Marketing Automation help to define 'Customer Journeys'

What is Integrated Marketing Stack?

In the coming year, an increasing number of businesses are looking at new integrated marketing automation system – Integrated Marketing Stack in order to look into “customer journeys” in order to understand their customers’ needs, allowing possibilities for their businesses to re-position themselves in the market. By understanding their customers’ needs, business owners can offer better services to their customers through a series of strategy based on their researches. A study by Gartner showed that 89% of marketers expect the knowledge of customer journey in 2017 to be the main differentiator for their businesses.

Integrated Marketing Stack is a Customer Experience Journey Management (CEM) system for tracking, organizing, and managing all interactions between the business to groups or individual customers. By tracking and maintaining this valuable information, the marketers will be able to customize and generate solutions that feels authentic to individual customers.

Benefit of having the system

By mapping the customer’s  journey allows you to predict how the consumer may travel through their life-cycle as a customer. In initial stages, through identifying the segment groups the marketers can create multiple customers’ journeys, and based on these touchpoints, the marketers can therefore identify their target audience groups.  The more customer journeys gathered and defined,  signifies that more content can be discovered. Essentially, mapping out the gathered journeys will allow you to detect any gaps in engagements, pain points, and other potential breakdowns within communications at an earlier stage.

How do we process it?

Integrated Marketing Stack is a combination of Target Architecture and Agile Transition process.  To deploy an Integrated Marketing Stack for business, we can have multiple suites and can redistribute it all over a period of time starting with the highest impact system, so that we can strategically progress towards the ultimate goal.

The deliverable shall be provided according to the following methodology, as we would want this project to maximize the benefits of the system, as well as minimizing the cost of deployment.

Target Architecture is a process of defining of our needs and here are the following procedures:

After defining our needs, we can then follow the SCRUM Model – Agile Transition method to consolidate and filter the data.

SCRUM Model – Agile Transition

Integrated Marketing Stack: Target Architecture

After those process, the system will be segment a group of customers’ or even a single customer views. Multiple APIs from different platforms will all be connected into this data infrastructure system.  This component is what allows the system to remain agile, by permitting individual platform solutions to be replaced, as marketing needs change over time.

How do we use the data?

After gathering the data into a central database system, the next step is to analyse the results of the customers’ journeys. The mapped insights allow the marketers to make effective adjustments to their customer journey strategies, which could also maximize their time and costs with a higher efficiency.

Thus,creating loyal customers who are willing to make sales continuously will always take time and commitments. As marketers are running long term businesses, you must know how to build trust and confidence between your brands and your consumers. This type of relationship require you to engage with consumers at various touchpoints from social media and digital platforms, through to the login journeys to their purchases.

Creating some level of responsiveness can mean the difference between making a purchase decision or not, and most importantly  it can turn loyal customers into ‘die-hard fans’ for your business.

Do keep in mind that as marketer, your main goals are to foster customer relationships and to construct brand confidence which will lead to an increase in loyal customer following.

Get in contact today if you want us to help building a right ‘customer journey’ by using Integrated Marketing Stack.

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