cross-channel campaigns

Enabling Cross-Channel CampaignsConnecting Content Creation Processes to Drive Integrated Communication

A Community of Ones• Today’s customers consume media and

marketing messages in very different manners.

• Marketers must be able to communicate instantaneously, consistently and across multiple channels.

• Maintaining strong synergy between corporate and local marketers is critical as the consumer expects a relationship that transcends location or a single spokesperson.

• The marketer who embraces the idea of connecting with today’s customers has an incredible resources at his disposal and an opportunity to create and foster valuable customer relationships.

Managed Chaos• The marketer’s world consists of

more mediums, customer engagement, marketing technology providers than ever before.

• Marketers know what they need to accomplish, but meeting those demands seems out of reach.

• Corporate marketers have turned to technology and solution providers to manage and maximize these mediums.

• Connected, these solutions form a powerful cross-channel platform for corporate marketers.

Connected is Better• Connecting all mediums through a

single platform would create efficient marketing operations and coordinated cross-messaging.

• Connect customer intelligence with dynamic content assembly.

• Connect agencies and suppliers, connect divisions, regions or other internal groups with one another, connect corporate and local marketers.

• A connected vision is fully attainable and within reach for marketers with a new vision and new approach to connecting with the customers in meaningful ways.

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Where and How to Start

Foundations for Cross-Channel Marketing

To facilitate connection across all marketing processes, there are five key foundations that must be in place.

1. Strong digital asset management/ enterprise content management.

2. Customer relationship management, analytics and other customer data repositories.

3. Dynamic cross-media content assembly.

4. Marketing fulfillment automation.

5. Role-based system access to ensure users of the connected marketing platform experience the solution through their role.

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DAM / ECM Repository

• A well-structured enterprise content management system enables all internal parties and external audiences to draw on a single content reference point.

• Web pages, emails, social media posts, printed materials and any other marketing content can be generated from this single repository.

• It can share a single set of resources, resulting in greater integration between mediums.

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Customer Relationship Management• This connection is critical for

meaningful customer or prospect engagement.

• Data within these repositories can be used to influence content, offers, location-based information and more.

• Real-time connectivity is vital for driving instantaneous content or message decisions and fulfilling trigger-based marketing events.

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Dynamic Cross-Media Content Assembly

• In today’s digitally driven world, dynamically generated, personalized content is quickly becoming the norm.

• Real-time content assembly across all channels can ensure engaging messaging.

• Real-time assembly also ensures messages are always focused and consistent.

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Marketing Fulfillment Automation

• Marketing automation ensures that marketing and customer engagement processes run smoothly with very minimal human involvement.

• Message fulfillment serves to reduce errors and rapidly deliver marketing content.

• Marketing automation makes it easy to apply changes to one piece, click go, and it’s applied to all pieces related, drastically reducing costs.

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Role-Based System Access

• Ensures that the users of the connected marketing platform experience the solution through their unique role.

• This makes a robust system easy to navigate and use.

• Ensures that all corporate marketers, agencies, suppliers and consumers only have access and exposure to the information appropriate to them for their interaction needs.

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Steps to a “Connected is Better” Game Plan• Create an inventory of your current

systems– Create a quick inventory of the marketing

systems used by your organization or by entities on behalf of your organization.

• Identify opportunities for connecting systems

– Identify redundant tasks, inefficient processes, disconnected communications and missed opportunities.

• Design a connected approach to campaigns

– Create an outline for preparing your marketing team to meet the demands of an engagement-based marketing world.

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For More Information Contact Saepio• Download the White Paper • sales@saepio.com

• www.saepio.com• 877.468.7613