How digital marketing agencies deliver impactful campaigns with technology partnerships – The Drum

With the elimination of cookies – Karl Johns (senior platforms expert, Infobip UK) takes a deep dive into how the right communications technology partner empowers digital marketing agencies to innovate and drive revenue.

Constant disruption and innovation within the customer engagement space, creating impactful experiences for clients, and choosing between multiple tools and tactics can make campaign communication complicated and siloed.

Digital marketing agencies need to go beyond delivering conversions and create meaningful campaigns that continuously drive business and engage loyal customers.

This is where technology partnerships come in, with the opportunity to offer additional services that boost customer experience – and that includes everything from unified data, a manageable tech stack, and several digital channels to form an omnichannel campaign.

Here we highlight the benefits the right communications technology partner can bring to your business.

Data-driven marketing

Customers today choose to interact, search, purchase, and engage with brands differently and want to be treated as individuals. Therefore, the strength of a campaign lies in data. But, with multiple sources and channels, consolidating customer data into one platform to get an in-depth, 360-degree view can be a challenge.

Utilizing a customer data platform not only provides better clarity but also enables you to develop meaningful insights from tracked behavior – and deliver great customer experiences. You can do this by:

• Creating personalized communication based on customer information given by the customer or learned from their behavior

• Improve the contextual relevance of every message delivered on every channel

• Go beyond the “First Name” by using any data variable for personalization, such as:

• Product recommendations based on purchase history and interactions

• Content based on individual interests at every step of their journey, from awareness, to purchase and re-engagement

End-to-end omnichannel marketing automation

Your clients are bombarded with solutions claiming to drive ROI. Identifying the technologies that provide real value has become increasingly difficult. This is where easy-to-deploy technology that automates and personalizes communications across digital channels in a scalable way comes in.

An omnichannel customer engagement solution helps bridge the technology gap that stands between marketers, effective campaigns, and the ability to drive revenue. Agencies can:

• Implement end-to-end omnichannel campaign management across the customer journey based on behavior and data insights and take the load off your clients by running effective revenue-generating campaigns.

• Set up profitable campaigns by engaging your customers’ audience beyond purchase by running campaigns that personalize the customer journey and offering messages relevant to each audience segment.

Be where your customers are

Gain a competitive edge by running client campaigns on innovative channels such as SMS, WhatsApp, Messenger, RCS, Viber, Apple Business Chat, Google Business Messaging, LINE, email, and voice.

Bot-powered campaigns

Chatbots are one of the fastest emerging marketing trends. If used properly, they can give your campaigns automated power. As a digital marketing agency, it’s important you partner with a chatbot-building platform that helps you create chatbot marketing campaigns that are effective, easy to integrate with your digital channel offering, and conversational.

Make your automated messaging conversational: Omnichannel chatbots empower your clients to interact with their customers during promotions – thereby ensuring more conversions and greater ROI.

In August 2019, Unilever decided to run a WhatsApp Business campaign for Comfort where they put up 1,000 posters around Sao Paulo that displayed teaser messages followed by a WhatsApp number. Once interested consumers contacted the number, a chatbot called MadameBot would give advice on how to take care of clothes, and introduce the new products using rich media, such as audio and memes.

In the first 12 hours, 6,335 unique users interacted with Comfort’s chatbots, exchanging 145,000 messages – far exceeding the expected goal of 600 interactions. The three-day campaign was extended for another week. In seven days, 12 thousand unique customers engaged with the brand, with over 290,000 exchanged messages. The conversational campaign resulted in 14 times higher sales than on ordinary days

Drive engagement: Increase your clients’ customer engagement by running interactive polls, surveys, or quizzes – or by sharing interesting rich media content. You can take it a step further by modeling your chatbot on popular personalities to create campaigns that generate buzz or can go viral.

Supercharge Facebook ad campaigns: If you already offer Facebook and Instagram ads, you can easily upsell by setting up a Messenger chatbot – making the ad an interactive experience. When a customer interacts with an ad on Messenger or a click-to-messenger ad, the chatbot will start the conversation and take the customer through the entire journey.

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