With cross-channel marketing you can be everywhere your customers are, even on the move, with your messages. Unfortunately, cross-channel marketing often brings with it inconsistencies or redundancy because a lot of marketers are overwhelmed by the complexity of running different channels in parallel.
Cross-channel marketing central solution
With our marketing automation technology, ELAINE, you can reduce the complexity of your cross-channel marketing and orchestrate all channels using a central solution. ELAINE decides for itself which content is communicated to which customer at which time and on which channel.
Cross-channel marketing facts
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internet-capable devices will be owned by the average user by 2020 (Cisco Systems).
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of users switch between at least two digital screens every day (MarketingLand/Google).
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%
retention rate achieved by brands that use cross-channel marketing (Invesp).
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%
of retailers say that cross-channel marketing strategies are important for their success (Brightpearl).
Case Study: Weser Ems Hallen
The Weser Ems Hallen are one of Germany’s largest event and trade fair venues, with a total capacity of more than 23,000 visitors. In this case study, we show how the average length of time visitors spent in the halls was increased by more than ten minutes and catering sales were improved using targeted cross-channel communications with location data.
The cross-channel marketing capabilities of ELAINE
- Send emails, SMS text messages, app push notifications, WhatsApp messages, Facebook messages and print mailings from just one solution.
- Create channel-neutral content and have it automatically adapted to the format of the different channels.
- Record and manage tracking data and opt-ins from different channels centrally in one customer profile for a consistent overview of the data.
- Run multilevel cross-channel marketing campaigns with different channels for different purposes.
- Analyse which channels achieve the best results in which context and control your content automatically from there.
- At each touchpoint, automatically detect which channel your customer is currently using and send the right message in real time.
Application cases for cross-channel marketing with ELAINE
- Increase your sales with personalised offers on the right channel at the right time and in the right context.
- Automatically reactivate customers on one channel who have stopped responding to messages on another channel (e.g. emails).
- Strengthen your customer relations by creating a consistent customer experience along the entire customer journey.
- Surprise your customers with personalised print mailings, automatically sent in the marketing automation campaign.
- Increase visitor numbers to your branches using location-based app push notifications.
- Use mobile messages for your transactional communication, e.g. to quickly arrange delivery times or service appointments.
Cross-channel marketing automation
With ELAINE you implement cross-channel marketing automation measures. Use the ELAINE Campaign Designer to create cross-channel marketing campaigns where you select different channels for each of the different types of approaches. Go one step further and have ELAINE automatically detect at each level which channel is best for reaching your customer in the current context.
The graphic here shows a sample workflow for a cross-channel marketing automation campaign run by an automotive service provider. The aim of the campaign is to motivate the customer to go to the garage to have winter tyres fitted after the first snowfall.
Handout: ELAINE real-time print
With ELAINE real-time print, you integrate print mailings seamlessly into your cross-channel marketing. Send letters, coupons, postcards, brochures and countless other refined formats automatically, all personalised for every single customer.
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