Marketing automation has become a well-known term for many retailers. But what exactly do we mean by this? In this article we explain what marketing automation is and what you can do with it. Marketing automation is all about using different automated systems to bind customers and “guide” them through the customer journey. This is done by triggering customers at the right time with certain information. The ultimate goal of this is to encourage customers to make a follow-up purchase. Through marketing automation you can reach customers at different stages of the customer journey and thus increase customer loyalty and the chance of a follow-up purchase.
Customer journey ?!
As mentioned above, marketing automation is all about the customer journey. By this we mean the path a customer takes to purchase and aftercare. Usually we therefore distinguish roughly two moments – the buyer journey (everything up to and including the purchase) and the customer journey (everything after the purchase). However, we often mean the total customer experience when we talk about customer journey. In tritonX we work towards a follow-up purchase from the customer and so the aim is actually to get a customer into the buyer journey again and again.
In the buyer journey we roughly distinguish 3 stages – see, think, and do. Customers must see a product, then they consider the purchase, and finally the customer proceeds to purchase. Then, in the customer journey, there is the care element that emphasizes customer loyalty.
In tritonX you can then work on marketing automation. As a retailer, you can define, follow and reuse different target group segments and selections from the big data environment. The marketing module in tritonX ensures that the segments and selections are easy to make and also automatically up-to-date. After that, marketing campaigns can be set up and managed from tritonX. Everything can therefore be controlled from 1 central system. Furthermore, the online and offline results of the marketing campaigns are automatically updated because all sales information is immediately processed in current campaigns.
Newsletters (e-mail) can be formatted in a suitable and specialized system, such as Copernica or Mailchimp software. Furthermore, this software is controlled directly from tritonX and there is therefore no manual export or import of customer data. All data is therefore always up to date. The API link with the e-mail system makes it possible to send personalized e-mails to customers or customer segments. These are, for example, automatic welcome emails after the first purchase, a message on a birthday, or a targeted email for a customer who has not been in a while. In tritonX we call these kinds of moments marketing triggers.
Curious how you can get more value out of big data with tritonX? Then do not hesitate to contact us!
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