It sounded great when the pitch was made a while back: You signed up for marketing software that would solve all the challenges that were known at the time. But now you’re finding that data silos, changing technology, and slow decisions are keeping you from getting a full view of your customers and fully engaging with anyone who interacts with your business. You’ve begun to realize that your current marketing software won’t solve today’s marketing challenges, not to mention tomorrow’s.
Traditional marketing applications were built for the needs of traditional marketers. Yet today, so much is changing quickly that there are fewer and fewer needs that could be called “traditional.” For example, when a customer moves between the online and in-store world, traditional marketing would see them as unique shoppers, “owned” by either e-commerce or clienteling rather than a single individual with high expectations for customer service.
Traditional systems, architected around channels, can’t bring this data together fast enough to respond before customers close their browser or leave the store. So a prime moment of potential engagement becomes a huge gap in experience continuity instead.
Planning for Flexibility
Cast in iron only a short time ago, Marketing now needs to be re-architected for flexibility. We can only guess what the channels of tomorrow will be, or how consumer expectations will change, so the ability to adapt is more important than ever. Adapting to new possibilities starts at the back-end of systems and needs to include the capability to integrate data from anywhere. Without the ability to get beyond silos, some of your most important data—whether that’s inventory, offers, or customer information—will be unavailable at critical moments.
Secondly, since customers aren’t ready to provide personal information without being rewarded for it, customer loyalty programs are critical. They’re the best way to stay close to customers, meet or exceed their expectations, and create symbiotic relationships. The flexibility that comes with deeper relationships allows for creative ways to engage customers beyond the transaction, based on more nuanced and subtle segmentation.
Without integrated applications and customers’ personal information, a consistent modern marketing strategy is probably beyond reach. That’s why TIBCO Engage™ was created to address these problems head-on. The Engage platform has a proud pedigree in both systems integration and customer loyalty that it’s now using to tackle the biggest challenges in marketing today.
To learn more, check out our white paper, “Marketing Transformed: Big Data Analytics and the Revolution of Customer Engagement and Experience Management.”