For enterprise marketers, the dream when it comes to cross-channel marketing is to be able to easily access and utilize the data they have to deliver campaigns that feel personalized to the individual customer. But what’s been clear for some time is that’s a dream that’s rarely realized, with data hard to get out of various sources and nearly impossible to reliably get up to the ESP’s marketing cloud in order to build out those targeted campaigns. Response time lags, data feeds break, security is questionable, and everything’s often just generally a mess.
If this sounds familiar to you, you’ll want to watch for our upcoming research report, examining our Q4 survey in which we examined marketers’ experience with modern data warehouses, looking at the challenges and benefits they’ve encountered from their investment in consolidation and access for their customer data with a modern data warehouse.
The holiday season isn’t just closing in — it’s already started for many marketers preparing for Black Friday, Cyber Monday, and beyond. A big holiday season also brings big revenue goals, prompting many marketers to expand mailing lists and increase sending frequency to meet these goals. Before you make a decision that might derail your marketing efforts, here are a couple of recommendations to optimize your deliverability during the holiday season.
As consumer expectations for personalization across marketing channels continue to increase, the importance for brands to smartly utilize the customer data they’ve collected grows alongside it. But, even for those marketing teams that are personalizing campaigns across multiple channels — from email to mobile push and SMS — channel silos threaten to damage the overall customer experience they’re trying to create.
While it’s easy to build campaigns in each channel separately — and most multi-channel ESP platforms require you to do so — it’s essential for marketers to think of these various channels as one interconnected way of communicating with customers. Why? Because that’s precisely the way customers think of them. And that’s especially true for Super Senders. All of the communications consumers receive are associated with the brand they receive them from, and they expect these channel to be seamless. If one channel doesn’t appear to know what the other is doing, that hurts trust and that overall experience with the brand.
For years, it’s been clear that syncing data back and forth to their ESP’s cloud has been a drain on enterprise brands, given the massive size of their datasets and the sheer volume of personalized messages they send on a monthly basis. It’s a business relationship that’s only been sustainable because the ESP marketplace doesn’t offer many alternatives that are truly built for the Super Senders rather than the mid-market.
For many enterprise marketers, shipping and syncing customer data with their ESP’s cloud is just considered one of the inevitable — annoying but inevitable — parts of sending personalized campaigns. What else can they do? They have to use their ESP to build campaigns, and the data has to get out to them somehow. For large brands, that means copying the segment of data they need, shipping it out to their ESP’s marketing cloud, and using that copy to personalize their communications.
But all of that takes work. It requires someone’s time to replicate that data and sync it with the cloud. There’s the time spent waiting for the sync to complete, and the time spent dealing with triggered campaigns sending confusing messages based on outdated data. And there’s the fact that you’re paying to store the same data twice — once in your own database, and then again in your ESP’s cloud. Those are just a few of the costly problems with this process.