Chapter 4: Omni-Channel Marketing & Engagement

Chapter 4: Omni-Channel Marketing & Engagement

Siloed engagement means running campaigns across multiple channels where sending rules of every campaign are independent of the other. This extends along the user lifecycle and naturally results in an inconsistent experience for users.

When you aim to do omnichannel engagement then you would need a mean to connect these siloed campaigns so that they cohesively work to achieve a common goal.

This brings us to ‘Customer Journey’ designer or simply ‘Journey’ designer- a new feature introduced in the marketing automation space that combines campaigns across multiple channels, to give an integrated experience. Every marketing automation vendor who provides this capability has chosen to name it differently.

This chapters covers following topics

1. Cross-channel engagement engine:

2. System-defined customer journey:

1. Cross-channel engagement engine

What is it?

I am alluding to something similar to WebEngage’s ‘Journey Designer’. If you are not aware, it is a drag-and-drop builder that lets you link multiple campaigns across multiple channels. It is like a Lego set wherein there is no limit to the ways in which you can define the engagement with your users except your imagination.

Now, there are myriad nuances to this module. If you haven’t used it before then it is difficult to get the hang in the first instance so I would suggest you to skim through this blog once.

Key Questions/ Considerations

The enormity of the need to communicate with users in a multi-channel manner means that a something like ‘Journey’ be would strongly welcomed by the product managers in the consumer business. As a matter of fact, this is one of the leverages that we have over our competitors. However, given its popularity, more vendors have started rolling out this feature so it is important to know the caveats.

  1. What are the automation triggers for the Journey?
  2. Basically, the actions that would trigger a journey for the user. They are similar to ‘Automation triggers’ for campaigns that we discussed in another chapter. Look out for the following triggers.

    • Event- Trigger the Journey as an event occurs
    • Segment- When user enters a segment
    • Attribute change- When a certain attribute of the user is changed
    • Geofencing- When user enters a particular area
    • CSV upload- Trigger the journey for a specific set of users uploaded via CSV
    • Ocassion- Trigger the journey on a particular date
  3. How many channels do you support?
  4. Your Journey should support the primary channels of engagement with your user. WebEngage Journey, for instance, supports 6 channels- Web push, mobile push, onsite messaging, email, text and in-app.

    Depending on your business case you may need more channels like Social retargeting or display ads. It is imperative that you engagement engine supports them.

  5. Can you fetch data from an external system via API?
  6. How many ‘Journeys’ do you support?
  7. Ideally, there should be no limitation on the number of ‘journeys’ that you could run.

  8. Do you allow tracking conversions for the Journey?
  9. That means you should be able to create test/control group and accordingly be able to measure the performance of each one.

Use-cases

‘Journey’ has an incredible number of use-cases because like I said it is like a Lego. You think of your use-case and then try figuring out how you can solve it with a Journey.

It is a great tool to enable cross-channel engagement for your business which is why when we introduced it, we got a great leverage against other products because we were one of the first to do so.

If you are new to this kind of solution, check out this Gallery. Here we have shortlisted some prominent use-cases and explained how we can solve it via Journeys.

2. System-defined customer journey

What is it?

Instead of pushing users to the journey defined by you the system itself determines the most optimum journey that can amount to maximum conversions.

Several vendors offer predictive technology that lets them create micro-segments which are most likely to react to a certain campaign or show the ad automatically to the best audience etc.

Key Questions/consideration

This part is cluttered and there is no clarity on what feature is going to set the benchmark. This is equivalent to how in 2011 it became common for Martech vendor to jump on the social bandwagon. Now that AI is hyped in the same way, no vendor is willing to be left behind. Even a deployment of a simple algorithm that simply recommends content is being labeled as a success.


Chapter list

Introduction

How to choose Best-in-Class B2C MA Software

Chapter 1

Event Tracking & Monitoring

Chapter 2

Analytics (Funnel, Cohort, Event trends)

Chapter 3

Audience Segmentation

Chapter 4

Omni-Channel

Chapter 5

Campaign creation and QA

Chapter 6

Testing and Conversion Tracking

Chapter 7

POC and Support

Chapter 8

Conclusion

  • Created: 04 May 2018
  • Last Updated: 01 Oct 2018

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Author

Ajit Singh Content Marketer, Webengage

Ajit is a Marketing Manager at WebEngage. He is a power user who writes about marketing automation and everything about the customer engagement sphere. He previosuly worked as a Digital Marketing Executive at Zepo.in


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