Now more than ever, marketers need to be agile whether it is responding to a changing landscape, current events or shifting consumer behaviors. Marketers need to be able to adapt and pivot quickly, and make swift, informed decisions in order to create new opportunities for growth and support the business at the same time, as they look to rebound and reinvent over the short and long term.
On one hand, the way marketers view customer experience must change. Customers, not companies, should own the customer experience. Which means marketers need to provide their customers with the freedom to explore and experiment with the brand as they please, when they please – without the pressure to commit. Only by supporting customers' freedom of choice, will companies ultimately succeed in building strong relationships with customers.
But on the other hand, especially in times like these, marketers need to bridge customer freedom with business outcomes, balance and pedal through with efficiency and growth. How they increase customer lifetime value, prove ROI, and connect marketing effectiveness to growth metrics are key as they prepare their organizations for COVID-19 related risks to marketing budgets.
Hear from TGI Friday's and Elkjop on how they are leading through the uncertainty.
Watch the interview with Ana Guzman, Director of Loyalty and Customer Engagement at TGI Friday’s
Watch the interview with Therese Pettersen, Product Owner, Customer Life Cycle and Marketing at Elkjop Nordics AS
SAP Marketing Cloud has helped many our customers in navigating through the uncertainty. We understood that many of our customers are reprioritizing digital commerce and marketing. And implementing the right solutions and getting it right is key to sustainable growth. They have crafted an agile marketing strategy with some of the recent innovations from SAP Marketing Cloud to speed up marketing’s response to opportunities and threats and build resilience into their marketing budget.
The Qualtrics Feedback and Survey integration with Marketing Cloud enables marketers to gain deeper insights into customer sentiments to optimize online customer experience with closed-loop feedback. It increases the customers’ desire to provide feedback as experiences are happening. By listening to the pulse of the customers and understanding the feedback, it helps marketers to anticipate shifts in what customers value and guide their response and messaging to avoid sounding tone deaf.
With physical events set to remain on hold for some time yet, more businesses are looking to virtualizing physical events, with the use of digital platforms soaring, and people finding new ways to connect, in replacement of major summits and conferences. By using the Marketing Cloud and digital event platform integration with leading platform providers such as ON24, marketers are able to scale events to reach broader audiences, enable seamless content access, create personalized promotions and collect data insights that are difficult to capture in person during COVID-19 where most conferences, trade shows and field events are either postponed or cancelled.
Marketers need a proactive plan to adjust and adapt how they lead the teams, speak to their customers, and manage their brands. The Marketing Calendar enable marketers to break down the planning period of any campaign and visualize schedules to better understand the status of campaigns - so their team can better manage important deadlines and milestones. Marketers can easily view each phase in the calendar to visualize the status and activation periods for their entire marketing organization. Having this central source of truth enables executive-level visibility into the planning process and more transparency around the real-time status of campaigns.
In 2008 Release, we are going to push Marketing Cloud forward in some exciting ways. We want our customers to get more out of Marketing Cloud, so they can help more customers on theirs. The new capabilities in 2008 Release will help our customers to coordinate marketing programs and campaigns effectively, deliver contextual product and offer recommendations on commerce sites and improve B2B engagement with contacts in their role and business context.
This blog post focuses on three key highlights of 2008 Release – marketing planning and performance, commerce marketing recommendations, and lead- and account-based marketing.
Marketing Planning and Performance
The COVID-19 pandemic is having a significant impact on consumer behavior and consumption patterns, and bringing many changes that trickle down to the marketing plan. Many marketers are facing potential budget cuts due to COVID-19 disruption, and they need to adapt their marketing plan to stay ahead of market disruption. Marketers continue to adapt their digital marketing strategy to grow their online presence and match the needs of consumers.
In 2008 Release, we are bringing Marketing Programs into Marketing Calendar so that marketers can coordinate marketing programs and campaigns more effectively and visualize marketing plans across organization. Marketers can also group the marketing programs and campaigns using standard or custom attributes in Marketing Calendar to better organize these programs and campaigns and gain alignment across teams, channels, products, or schedules.
Coordinate marketing programs and campaigns effectively and visualize marketing plans across organization
You can now add programs to the marketing calendar, in both the primary and secondary calendar. You can also filter, group, and color programs based on standard and custom attributes. This will allow you to compare different marketing objects like campaigns, programs, and events, on a timeline, and allow for better planning over time through the use of visual information.
You can also group marketing objects, such as campaigns or programs, using standard and custom attributes, which will support your planning and execution process by providing a detailed view of your marketing objects based on the selected groups. You can use up to three levels of different attributes to group marketing objects, allowing you to drill down to each group of your selected attributes.
Commerce Marketing Recommendations
The world has transitioned to a digital-first economy, and online has become the lifeline for many businesses. Demand for direct to consumer, curbside pickup, delivery and subscription offerings are accelerating dramatically during the COVID-19 pandemic, and these offerings will remain significant in the customer’s experience throughout the current crisis, into the reopening phase and beyond. However, finding success in the digital-first economy takes more than just setting up an online storefront. That storefront needs to offer personalized shopping experience.
In 2008 Release, we simplify the process of implementing product and offer recommendations from Marketing Cloud on commerce sites with HTML, JS or CSS snippet. Using the snippets is one of the best ways to deliver contextual product and offer recommendations to drive engagement and sales on commerce sites. Customers can start quickly on this using the Marketing Recommendation Cache service API available on SAP API Business Hub.
Deliver contextual product and offer recommendations to drive engagement and sales on commerce sites
The snippet is ready to be plugged into any html pages of a commerce site to render the product and offer recommendations. For example, the recommendations can be displayed on a web page as a product recommendation carousel, offer recommendation carousel or recommendation banner to deliver personalized recommendations based on the preferences of the returning or repeat visitors.
B2B Contact-to-Account Relationship
In 2008 Release, we deliver B2B Contact-to-Account Relationships for Campaigns with Email and SMS messages that enables B2B marketers with new capabilities on data discovery and campaign orchestration to manage contacts with multiple roles at one account or contacts with relationships to multiple accounts.
B2B marketers can generate the best record of the specific relationship the contact has with an account, which is stored as a projection and contains relationship category, related account key and Marketing area as the key fields. B2B marketers can now execute email and SMS campaigns with personalized content using information on contact-to-account relationship.
Since successful relationship marketing depends on being able to direct personalized communication to your contacts based on their functional role, it is important to target your marketing campaigns precisely to the right people with the right relationships to the right accounts.
Attract and engage contacts in their role and business context with targeted email and SMS campaigns
In Segmentation, you can identify all contacts in a specific role, country or business relationship. In addition, segmentation attributes of the account could be used. With the pre-delivered segmentation profile called All Contact Relationships for Contact-to-Account Relationships scenario, when you select this segmentation profile, it determines the campaign execution is now based on the contact's relationship best record, and not on the origin best record. You first segment on accounts, for example, using firmographics or geographic. Based on the resulting list of accounts, you then segment on contacts based on their business relationships with the accounts.
Next you create a target group consisting of the contacts you want to address. The target group contains the relationship best record (projection) for each of its members. You can display this on the Contact Relationships tab of the target group. Additionally, you can display each of the contact profiles and view the relationship best record there. The resulting relationship-based target group can be used for personalized email campaigns, addressing the contacts in their specific role within the account, with the relevant email address and IDs.
SAP Marketing Cloud Accelerator
The world has transitioned to a digital-first economy, and online has become the lifeline for many businesses. Demand for direct to consumer, curbside pickup, delivery and subscription offerings are accelerating dramatically during the COVID-19 pandemic, and these offerings will remain significant in the customer’s experience throughout the current crisis, into the reopening phase and beyond. However, finding success in the digital-first economy takes more than just setting up an online storefront. Marketers need to think beyond commerce, purchase and acquisition. They need to breakthrough the digital congestion and connect with customers to ensure their brands are visible, repeatedly visible to the customers.