Understanding marketers’ key platform requirements provides insights into the future of marketing. After reading the evaluation criteria for multi-channel campaign management, it’s clear that marketers want to automate campaign creation.
Segmentation based on various buyer characteristics is the most important capability for marketers. Multidimensional segmentation is a clear front runner because of the trend towards increased personalization in marketing outreach. Traditional segmentation usually involves a single profile variable such as age. Multidimensional segmentation allows marketers to message consumers based on several variables at once. For example, a marketer could target women 18-25 who have purchased red shirts in the past 6-months and have a customer lifetime value over $500. For multidimensional segmentation to work, vendors must integrate various sales, marketing, and accounting systems, so data from each platform can be used effectively by marketers.
The next 4 critical components are all focused on automation and have roughly the same value. Below are the definitions for the top 5 most important capabilities for multi channel campaigns:
Great Customer Service
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