Grapevine takes omnichannel expertise to gathering of Africa’s leading Chief Digital Officers
Grapevine CEO Nick Orton was invited to speak at this month’s Chief Digital Officer Africa summit, a meeting of some of the brightest digital minds in corporate Africa. His topic: The Stormy Voyage of Mobile Engagement Automation. (Read full press release.)
The ship has sailed
Nick believes the ship has sailed on silo-driven batch-and-blast email and vomit-and-hope SMS campaigns. Today’s attention- and time-deprived consumer expects personalised communication built on seamless digital experiences that offer relevant, timely forms of value.
Recent advances in integrated omnichannel orchestration, enterprise-class automation, and advanced behavioural analytics provide practical cloud-based building-blocks for South African businesses and brands to increase engagement across the customer lifecycle.
But, says Nick, brands will have a tough time navigating the stormy waters of falling consumer confidence and low levels of economic growth unless they reach the promised land of integrated omnichannel marketing experiences delivered to their customers on highly personalised forms.
Measurement, personalisation are key
As evidence, he points to a 2017 survey which found that only 21% of marketers could measure their contribution to their organisations’ revenue, perhaps partly because 80% of those surveyed admitted to using Excel as a tool for tracking their impact on the business.
What businesses and brands should strive for in 2018 is personalisation, which according to McKinsey can reduce acquisition costs by 50%, increase revenue by 5-15% and increase the efficiency of marketing spend by 10-30%. IBM found that nearly three-quarters of online consumers become frustrated with content and promotional offers that have little to no relevance to them.
Where can brands start?
By grouping customers with similar interest together marketers can start understanding the journey of their customers from consideration to acquisition to (ideally) repeat purchases. Behavioural data can stem from internal sources – such as website visits or in-store purchases – to external sources such as social media activity, geolocation, and more. These data sets inform how marketers should tailor the nature, timing and delivery of personalised touchpoints to individual customers.
Marketers should also show respect for their customers: Customers who invest time and energy into visible activities – such as posting on social media, browsing online, or purchasing in-store – should be treated with an appropriate marketing response, which ideally takes the form of a personalised value experience delivered via the right channel at the right time.
So, how are brands faring on their journey to the promised land of personalised omnichannel communications? In one global study, 60% of respondents highlighted their struggles with personalising content in real time, despite more than three-quarters saying real-time personalisation is crucial to their success. The reasons? Half noted that complexity of systems stunted their efforts, while access to real-time data was listed by 46% as the reason for not implementing dynamic personalised content across channels.
Get in touch
How are you faring on your journey? Speak to us to find out how enterprise-class marketing automation can unlock the new world of personalisation and bring you closer to the promised land of true omnichannel communication.