In the past two years, industries have undergone accelerated digital transformation, rapidly changing what had been almost static for a long time. The way retail companies interact with their customers has been an absolute witness to this revolution, ushering in a new era of technology adoption to face the coming world.
How can Marketing Automation and Customer Data Platforms boost organizations?
eCommerce in Spain grew more than 20% in 2020, according to the National Commission on Markets and Competition. Additionally, sales through electronic channels grew 14% during the third quarter of 2021.
This scenario, no longer new but still evolving, brings various challenges for retail companies, which must modernize at faster rates than usual.
Main Challenges for Marketing Teams
Currently, decision-makers in the retail industry face various obstacles when crafting and executing their campaigns.
For example, there are still certain barriers in managing and integrating online and offline campaigns, as well as in data scattered across different systems, specific customer segmentation, and fragmentation of communication channels.
Fortunately, the widespread adoption of technology makes it more accessible to companies of all sizes and geographies. Solutions that were available only to a few a decade or two ago are now accessible to the entire market. This allows small and medium-sized enterprises to compete on equal footing with the “giants.”
What are Marketing Automation and CDP? How do they help boost sales?
All marketing professionals want, need, and must know as much as possible about their customers. Any successful strategy undoubtedly starts with an effort to understand users to choose the right messages, channels, and timing.
In short, Marketing Automation involves using technological platforms to carry out marketing strategies and actions automatically and efficiently. This allows companies to dynamically and efficiently perform processes that were previously slow, manual, and analog.
On the other hand, CDP platforms are tools designed to cleanse, unify, and organize all customer data from different sources. This enables companies to centralize customer information in one environment, offering personalized experiences, recommendations, offers, and benefits across all channels.
Both Marketing Automation and CDP are rapidly growing. In fact, according to a study by the consulting firm McKinsey, two-thirds of Spanish respondents said their organizations are testing the automation of business processes in at least one or more business units or functions.
What are the benefits of implementing Marketing Automation and CDP?
While there are various platforms, most address common problems faced by retail companies.
- Transform Data into Valuable Information. Data alone means nothing. The key is not only to collect it but also to give it context to find meaning. While Marketing Automation drives campaigns based on stored data, CDP provides insights about that data to create more accurate user profiles.
- Shorten Sales Cycles Companies can create highly specific and targeted marketing campaigns that reduce the sales cycle due to having specific customer data and information. This allows them to offer tailored products and services, increasing customer satisfaction and aiding in purchase decision-making.
- Attract More Customers. Thanks to technology, companies can make the customer purchase journey more efficient and achieve better results, as well as attract new leads and strengthen existing relationships.
- Personalize Messages in Real-Time. In the past, Marketing Automation solutions could manage some channels—like email—to execute specific campaigns. However, these platforms lacked the capability to adapt in real-time based on data.
This is something that CDP tools can indeed do: sending specific messages through a wide range of channels based on received information.
Ultimately, thanks to the integration of Marketing Automation platforms with CDP solutions, retail companies have a range of tools to consolidate both online and offline data, reaching their customers and prospects in 360°. They can also update their messages in real-time, segment specific audiences, and orchestrate the customer experience with omnichannel actions.
The American writer, literary critic, and naturalist José Krutch once said:
Therefore, if you are interested in knowing which technologies are best for improving your eCommerce, it is best to contact expert advisors.
Zentricx, for example, has over 6 years of experience helping companies of all sizes on their digital transformation journey. Additionally, it works with leading companies like SalesManago to accelerate their systems and increase sales.
If you want to learn more about how new technologies can help grow your business, and even access a product demo, we invite you to contact Julio César Blanco, Innovation Director & Head of Spain Office at Zentricx.
