Cross-channel marketing done right can feel like assembling a dream team of channels and platforms that join forces to help you provide the best customer experiences possible. From email, social media, SMS, mobile apps, websites, and brick-and-mortar stores, you’re able to leverage each channel’s strength and integrate these into a powerful and unified customer experience across the customer journey.
Consumers expect seamless, integrated experiences across all touchpoints as a bare minimum. But if you struggle to manage the complexities of different platforms, technologies, and data integrations, it becomes very messy business. This creates a domino effect of inconsistent brand experience, a fragmented customer view when you can’t track multiple touchpoints seamlessly, and difficulty attributing conversions correctly. Ultimately, lacking cross-channel coordination can result in overlapping messages, over-messaging customers, poor frequency, and poor customer reach.
Cross-channel platforms can help strip these common challenges away from you and supercharge marketing efforts. And just like our customers, PizzaExpress, Ella’s Kitchen, Homebase, JYSK, PepsiCo, and others, many brands turn to cross-channel marketing platforms like Mapp Cloud to help.
With almost 300 different automation and campaign management vendors for brands to choose from, selecting the right cross-channel marketing platform can be challenging – but Forrester nailed down the best in the business. In The Forrester Wave™: Cross-Channel Campaign Management (Independent Platforms), Q4 2019, Forrester analysts identified Mapp as one of the top nine cross-channel marketing platform providers.
Analysts define cross-channel platforms in several different ways:
All of these definitions have one thing in common: cross-channel platforms evolve around analytics. But analytics as an add-on isn’t enough—it leaves too much room for gut-instinct decision-making. While all analysts recognize the importance of analytics, the main focus is placed on measuring and analyzing results rather than putting insights at the very core of campaign orchestration.
At Mapp, we firmly believe that the true power lies in insight-led marketing, and today’s marketers need real-time insights to inform and improve their marketing programs.
Before we go any further, let’s quickly clarify some key terms:
The true value of data and analytics is their ability to deliver beneficial insights that can be used to formulate successful marketing strategies. You can have access to almost endless amounts of data, but for it to be useful, you need to be able to digest and organize it in a way that allows you to extract valuable insights. The best insights are actionable, as they help you immediately improve your marketing and will guide your future marketing initiatives.
We feel that the definitions and criteria set forth by analysts are missing a vital piece of the cross-channel platform: insights at the core of the technology. At Mapp, we believe that analytics and insights are more than a simple add-on but critical drivers of cross-channel engagement. More emphasis must be placed on this all-important piece of cross-channel campaign management.
A lack of insights equates to a lack of engagement. Insights are the secret sauce that allows brands to truly understand their customers, empowering them to forge meaningful connections and engagements. Consistently better engagement is only possible if marketing efforts are based on real-time insights. Thankfully, the landscape of cross-channel marketing platforms is changing from tools “with analytics” to “insight-led customer engagement platforms.”
Now, an insight-led customer engagement platform sounds incredibly useful and pretty powerful, right? But it’s also quite an abstract concept. Let’s break down the core components of an insight-led customer engagement platform (like Mapp Cloud):
We believe that analytics and insights are integral to cross-channel marketing, and our cross-channel platform reflects that. But first, it’s important to understand how traditional CCCM and MMH platforms look different:
CCCM and MMH platforms prioritize data, cross-channel execution, and then analytics, using it at the end to evaluate results and improve future campaigns. But this usually involves setting time aside to assess performance for campaign optimization.
For an Insight-Led Customer Engagement Platform, we propose a different equation that aligns with our new definition:
This formula puts insights right at the core of the technology, using data to generate actionable insights that trigger marketing engagements. In a way, this reverses the order of where and how insights are used within a marketing execution platform. Today’s marketers are keen to use a marketing platform that goes beyond cross-channel marketing and analytics but instead uses customer insights as means to drive and boost engagement.
Our focus is to help marketers generate actionable insights that enable one-to-one personalization for truly customer-centric customer experiences. We don’t like mediocre results—not for us, and certainly not for our customers. So, our core goal is to create extraordinary customer experiences and demonstrate that our insight-led approach works for the brands we support.
Ricardas Montvila, our Senior Director of Global Strategy at Mapp, comments: “What Mapp truly prides itself on is granular marketing analytics and customer insights, combined with cross-channel customer engagement, which is unmatched across the digital marketing ecosystem. In our view, the market and our customers are currently heading towards the area of Insight-led Customer Engagement rather than Cross-Channel Campaign Management with Analytics.”
Every product under the Mapp umbrella is designed to improve customer experience and cultivate a loyal customer base, driven by repeated purchases that drive up customer lifetime value (LTV).
Our pillars interact seamlessly, forming the cohesive Mapp Cloud ecosystem:
Data: Mapp Cloud makes your data understandable, accessible, and actionable by unifying all your incoming data into a single customer view to create unified customer profiles.
Intelligence & A.I.: The “brain” of Mapp Cloud and the marketer’s go-to for cross-channel analytics and insights. Our powerful analytics capabilities enable you to dig deeper into your data than ever before to provide the most accurate prediction of what your customers are going to do next.
Engagement: Meet your customers wherever or whenever they want to engage with your brand. Mapp Cloud makes it easy to automate cross-channel campaigns and make every touchpoint count.
Content & Personalization: Create personalized communications based on who your customers are and what they want, making sure that every touchpoint brings them one step closer to action.
Integrations: With Mapp’s open marketing platform, you can easily integrate with the rest of your marketing ecosystem. Data is more readily absorbed and unified with our flexible APIs.
Our platform has truly innovated itself through our many product updates and integrations. Mapp has come such a long way since The Forrester Wave™: Cross-Channel Campaign Management (Independent Platforms), Q4 2019, report was published, and it’s why we commissioned Forrester Consulting to conduct a Total Economic Impact (TEI) study on Mapp Cloud. It found various, including:
QUANTITATIVE BENEFITS for customers using Mapp Cloud:
QUALITATIVE BENEFITS for customers using Mapp Cloud:
While many are building cross-channel marketing plans with analytics, Mapp is breaking away and redefining the category completely by putting insights at the platform’s core. Today’s marketers must move towards an insight-led marketing engagement model to ensure they don’t miss the chance to understand their customers truly and have those satisfying “aha!” moments. Brands that use Mapp Cloud lay the foundation for genuine differentiation and competitive advantage in a tough marketplace.