Contextual Marketing Platform in our digital age: stakes, realities and recommendations.

In our interminable quest and journey for productivity, performance, security and profitability, the new IT convergence including (Cloud, mobility, Big data/Analytics, IoT, social networks), combined with the open architecture, definitely represent a powerful asset for real personalized marketing.

That, means when it comes to Contextual Marketing Platform, a single marketing platform that unifies all customer data; can provide a powerful capability to collect, analyze, and act upon granular customer data, is always welcome.

Based on this set of realities, Connectikpeople.co recommends a Contextual Marketing Platform that can:

 

•  Unify customer data into one centralized hub and allows companies to unleash the power of truly contextual marketing ,

•   real-time context-based data about individual customers and anonymous visitors,

• Deliver contextual, consistent and relevant experiences throughout a customer journey, regardless of the marketing channel or device,

• Transform mass communications into real one-to-one messages that connect directly with customers’ needs with not just the right message, but also at the right time through the right marketing channel,

• Continuously update a 360-degree profile of both identified customers and prospective customers,

• Reach customers through one-to-one personalized campaigns on the Web site, via e-mail, digital display advertising, trigger a sales or service call, or push messaging to mobile applications and devices,

The following core elements are critical:

• Dynamic customer profile engine
• Segmentation, predictive analytics, and contextual analysis engines
• Marketing planning, budgeting, and orchestration
• Recommendations and on-site targeting
• Real-time, behavior-based remarketing
• Marketing performance management
• The ability to work with an open ecosystem of marketing solution providers via open APIs

True Contextual Marketing Platform offers real-time signals ,a powerful capability to enable marketing, customer experience, and omnichannel commerce, allowing businesses and organizations of all kinds to drive a relevant, consistent, and personalized customer experience directly relevant to customers, both identified and unidentified. 

The SAP hybris Marketing solution which sits alongside SAP hybris Commerce Suite and the SAP Cloud for Customer solution can enable the marketing, services, and sales functions of B2B and B2C companies everywhere. Developed on an open platform with an open partner ecosystem, the SAP hybris Marketing solution  can be deploy on either cloud or on-premise environments, with prepackaged integrations from many marketing solutions partners.