Traditional, punctual, massive, and non-personalized marketing campaigns still exist for technical or cultural reasons. They can remain relevant in certain contexts. For each campaign, content must be designed. Once static and basic, they are becoming increasingly rich. For example, newsletters are now based on templates built from dynamic blocks customized according to recipients' profiles. The design of this content, therefore, requires an increasing effort. It is then a matter of determining a target resulting for example from segmentation and then triggering the execution of the campaign.
Traditional campaigns are increasingly being supplanted by the notion of marketing programs, which are synonymous with personalized customer-typical paths based on multiple criteria. The corresponding scenarios are then triggered automatically, as they unfold, for example during interactions with the brand. A marketing program thus takes the form of a recurring marketing campaign. Although its execution is automatic, the management of a marketing program requires a regular adjustment of the messages. It also involves continuously analyzing the effectiveness of the program to optimize the customer journey.
Following a data science approach, the marketer designs customer paths and marketing campaigns and then implements them in the platform. All this in project mode. The execution of marketing campaigns and the management of marketing programs are then recurring efforts. The company can choose to take charge of this effort itself or to be accompanied by a specialist such as Almavia CX.
Activation and automation of marketing campaigns
- Implementation and triggering of data-driven marketing scenarios
- Display test and rendering optimization
- Control of deliverability
Steering the performance of marketing campaigns
- Analysis of results of cross-channel marketing campaigns
- Business review and lessons learned
- Recommendations of optimization axes
Improvement of customer journeys
- Recurrent optimization of current marketing scenarios (targets, messages...)
- Integration of new customer integration channels
- Configuration of new customer routes