Omni-Channel Orchestration

Marketers have spent decades honing their channel executions with versioning, analytics and sophisticated testing, but they still respond to business needs with single-channel campaigns. True, some may combine two, or sometimes three, channels with the same offer and message to targeted segment groups, but this is really just a more complex version of channel marketing. Channel marketing is akin to a conductor having all instruments play the same notes of the same song at the same time. There may be times when the combination of instrument tones will produce a bar or two of tolerable music, but real harmony comes from the symbiotic ebb and flow of tones, notes and pauses under the masterful hand of the maestro. Ansira helps marketers find this harmony via marketing orchestration.

What is marketing orchestration? Marketing orchestration is when marketers stop using single-channel campaigns and instead use technology to create reactionary and anticipatory-triggered communications within and across channels for an individual or segment, creating a unique customer experience. Within an orchestrated experience, communication varies by segment and customer, and the channels involved learn from and share data with each other.

What enables marketing orchestration? Marketers can employ marketing orchestration if they have the following:

  • Understanding of consumer pathways and journeys
  • Customer data
  • Channel data
  • Technology integration between data and execution channel components
  • Business rules engine to coordinate triggers and apply ongoing learnings

What are the benefits of marketing orchestration? Marketers who successfully implement marketing orchestration against a data-driven strategy will have:

  • More valuable customer engagements, as measured over time
  • Decreases in wasted marketing dollars
  • Maximized channel utilization
  • Maximized technology utilization

Marketing orchestration drives higher-value customer engagements because each communication method is much more relevant than traditional channel-blast communications. The relevancy not only comes from the orchestrated message content, but also the heightened ability to align customers’ predicted needs and campaign timing. Marketing orchestration uses technology to listen for data or triggers that identify when consumers are either in or close to the “buying moment.”

Because communications are now only sent out to consumers at conversion periods or as part of high-conversion periods, marketing waste will continue to diminish. This will require marketers to also start looking at their measurement approach differently. Horizontal measurement will be the best way to measure success for campaigns and customer growth.

Investments made by marketers in sophisticated channels and technology can receive quicker returns and higher ROIs by using marketing orchestration. Results found by implementing an orchestrated marketing strategy and the level of success will simply show sooner for marketers.

This sophisticated approach will help clients progress to the next level of customer engagement. Marketing orchestration enables marketers to move beyond 1-to-1 marketing and start addressing “1-to-moment” marketing.