The chasm between your paid marketing and CRM marketing
The case of the isolated marketing strategies
How often do you come across advertisers with different teams for its paid marketing and CRM marketing efforts. We bet it’s more often than not. These teams work in silos and end up bombarding users with the same messaging across all channels, or they work in unison by targeting different cohorts of audiences. Whatever the case, the compartmentalization of your marketing teams (channels) is only limiting your ROAS and negatively impacting your user experience.
Through an elaborately conducted market survey, we (at Vizury) observed that most organizations use their marketing channels in isolation. For example, for cart abandonment users, marketers would send out Email, SMS, Push, Facebook ads, Google ads and what have you, all at once without considering the user’s feedback on any of these channels.
The two biggest cons of this approach are that:
(A) you run the risk of annoying your users with over-exposure, &
(B) you are spending way too much money on high cost media channels like Facebook and Google, when you can very well get the job done with just a push notification.
So, what can you do about it?
Now, give this a thought – if you could somehow create synergies between your push notification, email, SMS, social media and display campaigns, not only would you be able to engage with your users in a more subtle, unobtrusive manner, but you would also be able to wisely distribute your money and maximize your ROAS. All of that, while ensuring that you engage with your users in every stage of their decision-making journey, without any compromise.
But, whats the catch?, one might ask. Well, there isnt one.
Introducing – Vizury’s Journey Builder
Vizury Engage 360’s journey builder tool allows marketers to seamlessly craft customer journeys and influence their user’s decision-making process through timely, well organized engagements across multiple touchpoints. The touchpoints include push notifications, in-app notifications, email, SMS, social media ads and display/video ads (through Google, Mopub, Smaato and other AdX’s). All touchpoints are powered by a machine learning algorithm that learns and evolves, improving your efficiencies over time.
Let’s go back to the example of the cart abandonment users. Rather than flood your users screens with ads and engagements, using journey’s you can now curate a simple, yet effective communication strategy with cart abandoners.
This integrated and coherent communication strategy will improve your conversion rates, while delivering a better user experience.
What else is it good for?
There are a myriad of use cases that you can run using journey’s, let’s go over a few of them:
1. Delight your newly signed up users:
It’s a well-known fact among marketers that you end up losing a big chunk of your new user base in the first 30 days of acquiring them. Using journey’s, you can create a 30 day engagement program that includes sending them an introductory email welcoming them to your family, sending them a discount coupon via push, showing them a personalized banner (of the product they viewed) on Facebook, showing them a beautiful branding video on Google (to help with brand recall), the possibilities are endless.
2. Retarget the abandoners:
Are you still scratching your head over terrible conversion rates on your app/website. You probably have a massive daily active user base, but the number of transactions are minuscule in comparison. Don’t worry, we are well aware of this marketer’s conundrum and we were determined to solve it. Using journey’s you can now trigger relevant interactions with your users when it matters the most, because eighty percent of success is showing up.
3. Build a loyalty program:
Did you know that it costs a business about 5-25X more to acquire a new customer than it does to sell to an existing one. Not only that, but existing customers spend 67% more than new customers. In short, customer loyalty really pays off and customer loyalty programs end up paying for themselves. Use journey’s to offer incentives for the KPIs that define your user engagement. Build a gamified customer journey offering users perks as they meet some goals, turning them into loyal users.
The bottom line
To sum it all up, user journeys are a boon for marketers. Using journey’s you can:
1. Automate engagements across any channel
2. Engage users at the perfect time
3. Deliver a much better user experience
4. Save up on a ton of ad money by engaging with users on only relevant touchpoints
5. Improve conversion and retention rates
Abhay leads Vizury’s business in South East Asia. He’s an ad-tech aficionado with prior stints at ad-tech giants like media.net and Yahoo! In his free time he likes to write about technology, startups and football.