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<Video url="https://www.youtube.com/embed/3A_FFiggcN8?si=Lraq_RotIAJKzojC" />

Brands that use cross-channel marketing achieve a [**retention rate**](https://altcraft.com/blog/retention-rate-how-to-calculate) of [**89%**](https://blog.flarelane.com/nine-statistics-about-cross-channel-marketing-you-should-know/). This is why companies are expanding their communication channels to cover more customer touchpoints. However, this also increases the workload for marketers and the amount of data that needs to be processed.

IT technologies solve this problem by enabling marketing automation. This approach reduces the burden on marketers and enhances the effectiveness of promotional efforts.

In this article, we will explore what marketing automation is, why it is necessary, how it works, and what role [**CDP**](https://altcraft.com/en) plays in this process.

## What is marketing automation

Marketing and sales automation is a strategy based on the use of IT tools to perform routine tasks. Such technologies help reduce the burden on employees, speed up processes, and enhance the effectiveness of audience interactions.

Automated systems take over tasks that require significant time investment, allowing specialists to focus on more complex and strategically important aspects of the business.

For which areas marketing automation can be applied:

**Collection and analysis of customer information.** Data is collected from websites, social media, and other sources, then analyzed and presented to marketers in a convenient and visual report format.

**Audience segmentation.** The marketing automation system uses the collected data to identify separate customer groups for targeted marketing and personalization.

<Note>
Want to learn everything about audience segmentation? [**Read the article**](https://altcraft.com/blog/customer-segmentation-models).
</Note>

**Email, push, SMS, and messenger campaigns.** The marketing automation platform integrates with different promotion channels, allowing messages to be sent from a single source.

**Website management.** There is an automated system for website promotion that handles SEO. Other tools manage dynamic elements on web resources, such as [**pop-ups**](https://altcraft.com/blog/what-popups-are), ads, and more.

**Advertising campaign automation.** In digital marketing, the customer journey can be fully automated. For example, a user clicks on an ad, lands in a chatbot, or receives a message in a messenger based on the contact information they've provided. Then, the message sequence engages them and guides them toward making a purchase.

Automation is also applied to advertising campaigns, including launching targeted and contextual ads. Modern systems can suggest optimal audience options and self-learn to improve efficiency.

**Content publication.** Automation systems allow you to plan and publish content on social media according to a schedule. Some tools can even automatically generate advertising creatives, partially replacing the work of a designer.

## How automation increases marketing efficiency

According to forecasts, the marketing automation market will exceed [**11 billion**](https://www.statista.com/topics/10768/marketing-automation/) dollars by 2030, significantly higher than the 2024 figure. This growth is driven by the fact that automated processes improve marketing and overall business efficiency by optimizing customer interactions and reducing operational costs.

### What are the benefits of marketing automation?

**Time savings.** When routine tasks are automated, marketers have more time and resources for strategic planning and analytics. Specialists are no longer overloaded with operational work, allowing them to work more productively, objectively assess results, and generate new ideas for business development.

**Faster marketing processes.** Automating email campaigns and other communications allows you to set up a promotional campaign once, and then only make adjustments. This eliminates the need to manually send messages to each customer, which saves time and enhances the effectiveness of audience engagement.

When using a customer data platform (CDP), the collection of customer data is significantly sped up, and human error is eliminated.

**Implementation of comprehensive strategies.** Automation enables an omnichannel marketing strategy — seamless communication with customers through integrated channels. This makes interactions more convenient and personalized while ensuring a more consistent customer journey. As a result, the likelihood of conversion increases, as users receive a cohesive experience at every touchpoint with the brand.

**Personalized marketing.** Modern automation systems collect and analyze vast amounts of customer data, allowing businesses to create tailored offers. For example, a customer data platform (CDP) aggregates information about purchases, website activity, and interactions within a company's app. The system then analyzes this data to generate the most relevant offers. This approach enhances user engagement and increases conversion rates.

<Note> For more details on personalization, read the article: [**"4 Сustomer Segmentation Models for Content Personalization in 2024"**](https://altcraft.com/blog/customer-segmentation-models). </Note>

**Faster communication.** Automation enables instant responses to user inquiries, significantly improving the customer experience. Chatbots, automated email campaigns, and other tools help quickly address questions, reduce wait times, and engage the audience in meaningful interactions.

**Transparency and process integration within the company.** Automated systems consolidate user data, allowing businesses to track marketing and sales performance in real time. Analytics help identify weak points in the sales funnel, determine where audiences drop off, and pinpoint opportunities for growth. This leads to better collaboration between teams and improved overall business efficiency.

**Data-driven approach.** Marketing campaigns are built on data analysis and insights from previous strategies, making them more manageable and predictable. Using data allows businesses to optimize budgets, personalize communications, and adjust strategies in real time.

## Why marketing automation increases profitability
Automation fundamentally transforms marketing and sales processes, directly impacting conversion rates. Personalization, fast customer interactions, enhanced user experience, and data-driven campaigns ultimately drive business revenue.

Statistics show that [**80%**](https://www.invespcro.com/blog/marketing-automation/) of professionals using marketing automation have reported an increase in lead generation, while [**77%**](https://www.invespcro.com/blog/marketing-automation/) have seen a rise in conversions. This means that the investment in automation not only pays off but also leads to business growth.

## How to implement marketing automation

To successfully implement marketing automation, follow these key steps:

1. **Set clear goals.** Define measurable KPIs, such as conversion growth, increased sales, or cost reduction. 

2. **Analyze your target audience.** Segment customers to understand their needs and the most effective communication channels. 

3. **Create a customer journey map ([**CJM**](https://altcraft.com/blog/communication-map-and-cjm)).** Identify stages that can be automated. 

4. **Choose the right software.** Decide whether to use an existing solution or develop a custom one. 

5. **Implement the system.** Configure processes in IT tools and integrate them with internal systems and channels. 

6. **Develop a content strategy.** Adapt marketing campaigns for automation. 

7. **Analyze and optimize.** Continuously track performance and adjust the strategy accordingly.

## How marketing automation tools work

The choice of a marketing automation system depends on a company's scale, budget, goals, and tasks. These can include CRM, CDP, email marketing services, analytics tools, and other solutions with different functionalities and capabilities.

Let’s explore which processes can be automated using one comprehensive solution — [**Altcraft CDP Platform**](https://altcraft.com/en/setupDemo).

**Customer data collection, analytics, and management.** The platform enables businesses to collect, analyze, and manage customer data in a single interface while ensuring high security and protection. A user profile accumulates detailed information about customer actions from various sources. The accuracy and volume of data allow for precise audience segmentation, leading to more effective engagement.

 <Img
img="/uploads/client_profile_3114064071.png"
alt="Customer data collection"
/>

**Personalized messaging.** Altcraft CDP leverages customer data to personalize messages, ensuring that each user receives a tailored offer or a unique promo code. The content automatically adapts to individual interests, increasing engagement and conversion rates.

<Img
img="/uploads/email_letter_with_personalization_4a7411ebc7.png"
alt="Personalized messaging"
/>
 
The platform supports all types of messaging, including complex email sequences and fully automated advertising campaigns.

**Advanced analytics.** Reports are generated in real time, with customizable sales funnels. The platform enables cohort segmentation, grouping users based on specific actions, and analyzing marketing campaign performance.

**Omnichannel marketing.** Altcraft CDP integrates with multiple communication channels, enabling a seamless omnichannel marketing strategy. Businesses can send messages via email, SMS, push notifications, and messengers, ensuring smooth and consistent customer interactions.

## Summary

Marketing automation is the [**use of digital tools**](https://altcraft.com/glossary/what-digital-marketing-is-and-how-it-works) to handle routine tasks. It replaces manual work in messaging, analytics, data collection, promotion, and even sales.

Automated processes streamline workflows, save time, and enhance customer experience. They enable the implementation of complex strategies, personalized offers, campaign control, and operational transparency. As a result, automation not only boosts profits but also ensures a return on investment.

Marketing automation streamlines tasks, saves time, enhances CX, enables personalization, and boosts profits while ensuring ROI.

what-is-marketing-automation.png

About what marketing automation is, why it is necessary, how it works, and what role CDP plays in this process.

What is Marketing Automation & How Does It Increase Profit

What is Marketing Automation and How Does It Increase Profit

<Video url="https://www.youtube.com/embed/pAHHRcTC-rE?si=Uw7agHTQdU24gyRq" />

One of the key trends in modern marketing is the focus on omnichannel strategies and personalization. To enhance loyalty and retain customers, businesses are increasingly prioritizing their needs, offering targeted solutions. Communication is becoming more structured, with a growing reliance on data analytics.

Strategies aimed solely at constantly acquiring new customers are being replaced by CVM marketing—an approach focused on increasing the value of each individual customer. This strategy often proves more profitable than managing a customer database without detailed segmentation and personalization.

In this article, we will explore what customer value management is, how this strategy is implemented in the digital era, and why effective CVM requires the use of management systems.

## CVM: what it is and how it is applied in marketing

CVM is a marketing concept focused on increasing the long-term value of each customer. It involves segmenting the customer base according to their value to the business. Communication is structured to enhance the value of each segment and improve customer relationships.

The CVM (Customer Value Management) approach has been known since the second half of the 20th century but has gained popularity only recently. In the digital era, new communication channels have emerged, and the volume of customer data has increased. Marketing campaign costs across various channels have risen, and in this context, CVM marketing helps businesses find effective and cost-efficient ways to engage their audience.

### Advantages of CVM for modern marketing:

**A way to stand out among competitors.** CVM is a comprehensive approach that involves targeted customer engagement and a detailed study of their needs. Predictive data analytics is also applied to anticipate how the preferences of the target audience will evolve in the future. This approach strengthens the business’s position against competitors and provides additional advantages in the fight for customers.

**Budget optimization.** Not all communication channels or marketing efforts yield results, and it is often challenging to identify ineffective sources, especially in attribution models that consider only the last touchpoint (last click) before conversion. Customer value management involves detailed audience segmentation and an analysis of actions and channels that do not deliver results or are less effective. This helps avoid unnecessary marketing budget expenses.

**Increased customer loyalty.** Customer value management focuses on addressing the customer’s needs both in the product and in interaction methods. Loyalty technologies based on CVM adapt to each customer, improving their relationship with the company and motivating them to return.

**Revenue growth.** A targeted approach, personalization, and reduced marketing expenses contribute to increased profits.

## Metrics for CVM

To enhance customer value, it is essential to track metrics that reflect loyalty levels and generated revenue. Therefore, the following metrics are used in CVM marketing:

**Customer Lifetime Value (CLV):** This metric calculates the total revenue generated by a customer over their lifetime interaction with the company. It helps determine how valuable a customer is to the business and whether the marketing communication expenses are justified.

[**Retention Rate**](https://altcraft.com/blog/retention-rate-how-to-calculate) **(RR):** This metric indicates the percentage of users who return to the product or make repeat purchases within a specific time frame. It reflects how effective the customer retention system is.

**Average Revenue Per User (ARPU):** This metric shows the average revenue generated by a single user during a given period. It is used to forecast future profits and evaluate the effectiveness of sales-influencing channels.

**Churn Rate:** This is the percentage of customers who have stopped interacting with the company. It helps identify underperforming communication channels and unsuccessful campaigns.

**Net Promoter Score (NPS):** This is a consumer loyalty index that indicates how satisfied customers are with the company's service and products, as well as their willingness to recommend the brand to others.

## How technology is changing the approach to CVM

The first step toward the evolution of CVM was the introduction of CRM systems in the late 1980s and early 1990s. At that time, companies began consolidating customer data into a single system. With the advancement of technology in the 2000s, it became possible to track the entire customer journey and even predict their actions. Businesses came to understand that retaining existing customers is often more cost-effective than acquiring new ones. As a result, today’s forward-thinking companies focus on enhancing loyalty and deepening personalization.

Technological advancements are transforming the CVM approach. The volume of customer data, expectations for service quality, and the speed of interactions are all increasing. As a result, marketing is evolving alongside new IT tools.

## Technologies used in CVM

**Big Data and data analytics** enable deeper insights into customer behavior trends and preferences, playing a key role in creating precise offers and successful marketing strategies. Predictive analytics, in turn, provides the ability to adapt the business to future customer needs.

**Artificial intelligence and machine learning** process vast amounts of data, a task that even an entire team of marketers could not accomplish. These technologies allow businesses to respond quickly to customer actions and automatically tailor offers to their needs. For example, algorithms generate advertising messages customized for individual users based on their behavior and preferences.

**Marketing automation** simplifies repetitive and routine processes, speeds up communication, and improves customer segmentation—one of the core principles of CVM. Machines handle these processes faster and more accurately than humans. Moreover, automation reduces the likelihood of errors that could impact customer loyalty.

**Personalized campaigns** boost customer engagement and increase conversion rates compared to mass messaging. Their implementation relies on demographic and behavioral data, which digital tools can automatically collect.

<Img
img="/uploads/personalized_newsletter_c24ee20624.png" 
alt="Example of a personalized email from Sephora"
src="Example of a personalized email from Sephora"
/>

**Trigger campaigns** help retain users and guide them through the customer journey. Automated messages triggered by customer actions serve as timely reminders (e.g., about an abandoned cart) or provide updates (e.g., about order status). This approach increases conversion rates and strengthens customer loyalty.

[**Chatbots**](https://altcraft.com/blog/the-benefits-of-chatbots-for-businesses) speed up customer communication by being available 24/7 and resolving issues without operator assistance. AI-powered versions can fully interact with users, contributing to increased loyalty and retention.

<Img
img="/uploads/chat_bot_example_88a3b7a96c.png" alt="chat-bot-example.png"
alt="Example of a chatbot in the Domino's Pizza app"
src="Example of a chatbot in the Domino's Pizza app"
/>


## How to implement CVM in your marketing

The CVM approach is not feasible for all businesses, as its implementation requires a customer base of at least ten thousand users. A company must leverage various marketing channels (not necessarily all), such as push notifications, email campaigns, SMS, and messengers.

CVM also demands resources: a team of marketers, analysts, data experts, and IT tools, which are essential for collecting and processing large volumes of data.

### What is needed to implement CVM

1. **Set a goal.** Define the key metrics and outcomes your company aims to achieve with CVM. 

2. **Collect customer data and segment it.** Analyze the value of customers to the business by calculating the key metrics used in CVM. 

3. **Develop a plan** to increase customer value through available channels and tools. Use personalization, campaigns, and other forms of interaction. 

4. **Execute campaigns.** Utilize marketing management software, such as CRM, CDP, email campaign services, and more. 

5. **Analyze results** to adjust the strategy or improve future campaigns.

## CRM or CDP for implementing CVM

While the CVM approach traditionally relied on CRM systems, more functional alternatives have emerged today in response to market demands. It is crucial for a marketing system to collect and process information, as customer value management is data-driven.

**Let’s compare two popular tools for CVM:**

<Table>
| | CRM (Customer Relationship Management) | [**CDP**](https://altcraft.com/blog/differences-between-cdp-dmp-esp-crm-erp) (Customer Data Platform) — Software that collects, analyzes and manages customer data. |
| ------ | ------ | ------ |
| Data | Collects information about all points of interaction with customers within the sales funnel, including calls, correspondence with managers and mailings. | Accumulates user data from all possible sources, combining them into a single profile for further analysis and use. |
| Customer journey | Partially defined: only from the moment of interaction with the company. | Full, because actions are tracked even before communication with the business: on the website, in the app, and so on. |
| Loyalty | Applicable to improving customer experience because all stages of the sales funnel and interactions within it are tracked. | Customer behavior is explored based on extensive data, which improves communication and increases the accuracy of personalized offers. |
| Omnichannel | + | + |
| Analytics | Based on historical data. | Can process data in real time. |
</Table>

In the context of CVM, the choice between using CRM and CDP depends on the scale of the business and its specific needs. Additionally, these systems can be integrated, providing the opportunity to gain a more comprehensive view of customer data.

### Advantages of using Altcraft CDP for implementing a CVM strategy

The platform not only handles the collection, processing, and storage of data from various sources but also includes tools for customer communication. Information is consolidated into a unified profile, which serves as the basis for creating personalized offers.

It also supports the principle of micro-segmentation, which is essential for managing customer value. Customer groups can be divided based on demographic characteristics, geodata, actions across different channels, purchase categories, and other parameters.

<Img
img="/uploads/segmentation_in_the_altcraft_platform_b3c4f3be0e.png"
alt="Example of audience segmentation by geolocation in Altcraft Platform"
src="Example of audience segmentation by geolocation in Altcraft Platform"
/>

Omnichannel marketing is implemented on the platform, allowing messages to be sent via email, SMS, Push, and messengers from a single interface. Real-time analytics provide instant access to data. 

<Img
img="/uploads/communication_channels_altcraft_platform_77b92a95fc.png"
alt="Channels for sending messages in Altcraft Platform"
src="Channels for sending messages in Altcraft Platform"
/>

Automation of mailings and personalization increase customer engagement and drive sales growth. On average, online sales increase by [**30%**](https://altcraft.com/en/features/cdp), and repeat purchases rise by [**49%**](https://altcraft.com/en/features/cdp).

[**Altcraft Platform**](https://altcraft.com/en) is a universal solution for simple and centralized management of customer value.

## Summary

CVM is a marketing strategy focused on increasing the value of each customer throughout the entire interaction period. This approach optimizes marketing budgets, saves resources, enhances user loyalty, and boosts company revenue.

Modern technologies such as Big Data, AI, machine learning, marketing automation systems, trigger mailings, and chatbots are used to manage customer value. These IT tools help process large volumes of data, personalize offers, and speed up communication.

The CVM approach requires management systems that enable the collection and processing of customer data. In this process, CRM and CDP systems play a key role and can be used either independently or in integration.

CVM boosts customer value via data-driven personalization, modern tech like AI, and tools like CRM/CDP to optimize budgets and enhance loyalty.

cvm-difinition.png

About what customer value management is, how this strategy is implemented in the digital era, and why effective CVM requires the use of management systems.

CVM: Definition, Technologies, Pros & Metrics for It

Customer Value Management (CVM): How Technology is Transforming Loyalty

<Img
img="/uploads/trends_in_cdp_2024_bb8e8dcdff.png"
alt="Trends for 2024 in Customer Data Platform"
/>

In the modern world, user data lies at the core of innovative tools rapidly advancing and benefiting businesses. Guided by established customer behavior models and real-time insights, companies make strategic decisions, outpacing their competitors.

This happens for companies equipped with the right software aiding them in achieving data management goals and enhancing the customer experience. Is there a single solution for these tasks? Yes, there is - it's a specialized Customer Data Platform (CDP).

By 2026, the CDP market [**is expected to exceed $5.7 billion**](https://www.idc.com/getdoc.jsp?containerId=prAP50581323), doubling global data volumes.

As more resources flow into customer data, the demand for privacy, neural network capabilities, flexible management processes, and automation will rise.

## Five Key Trends in CDP Development

[**Data management platforms**](https://altcraft.com/en) have been rapidly evolving, particularly in recent years. As brands aim to better understand and efficiently engage with their customers, an increasing number of companies are turning to CDP technologies for data collection, integration, and management to create unified customer profiles. Such profiles are essential for personalizing marketing campaigns and enhancing the consumer experience.

CDPs enhance data structure and organization without the need for a complete overhaul of existing customer support systems. Businesses leveraging AI or machine learning in their operations require a reliable CDP for seamless functionality.

In 2024, several prevailing trends stand out in the CDP market.

### 1. CDPs leveraging neural networks

[**Artificial intelligence**](https://altcraft.com/blog/neural-networks-in-business-marketing-and-life) is transforming every industry, and the CDP industry is no exception. This trend is expected to continue in the near future, with machine learning algorithms becoming commonplace for data analysis, scenario creation, and planning that influence marketing strategies.

For instance, neural networks will be utilized to analyze human behavior and forecast future purchasing trends. This information will then be applied in targeted marketing strategies.

The Altcraft Platform's CDP includes [**an ML module**](https://altcraft.com/blog/altcraft-platform-updates-machine-learning-new-reports-whatsapp) called “Best Send Time.” This function aims to enhance customer service quality through a self-learning algorithm analyzing buyer behavior to determine the optimal time for sending an email to a specific subscriber. This increases the likelihood of the recipient opening the email. Predictive analytics significantly boosts marketing efficiency.

<Img
img="/uploads/best_send_time_altcraft_be3c6fa00e.png"
alt="Send Time within Altcraft"
src="Best Send Time within Altcraft Platform"
/>

Improving service efficiency through ML is a recent trend. For instance, in June 2023, Figma released a major software update. Alongside various enhancements, Figma introduced an artificial intelligence plugin enabling users to tackle tasks like generating icons on demand, creating diverse interface element variations, and modifying information within them.

<Img
img="/uploads/on_demand_icon_generation_281520c433.png"
alt="On-demand icon generation"
src="Example of on-demand icon generation"
/>

<Img
img="/uploads/on_demand_interface_generation_76f204bba3.jpg"
alt="On-demand interface generation"
src="Example of on-demand interface generation"
/>

### 2. Enhanced focus on user data protection

[**Data protection laws**](https://altcraft.com/blog/customer-data-privacy-issues-in-digital-marketing) are tightening, prompting audits to identify breaches in data collection, storage, and utilization by companies.

By 2024, CDPs are expected to prioritize data protection more rigorously. Platform providers must ensure compliance with legislation, and transparency regarding the collection, storage, and use of customer data is crucial.

### 3. Real-time data processing

One of the significant advantages of CDPs is aggregating customer data from various sources to create [**a unified customer profile**](https://altcraft.com/en/features/cdp). However, this process is time-consuming, and the obtained data may lag behind real-time information.

<Img
img="/uploads/customer_profile_in_altcraft_platform_d7720fb7ee.png"
alt="Profile in Altcraft Platform"
src="Unified customer profile in Altcraft Platform"
/>

This challenge is tackled through the development of CDPs that collect and process information in real-time, enabling businesses to make quicker managerial decisions based on up-to-date data. CDPs analyzing customer behavior online, like Altcraft Platform, gather and analyze data immediately upon receipt.

The CDP Altcraft Platform provides detailed analytical reports, allowing for campaign effectiveness tracking and informed decision-making. These include:

- Channel reports

- Traffic reports

- Goal reports

- Sales funnel

- Click map

- Return reports

- Undelivered message reports

- LTV (Lifetime Value) reports

- Audience growth reports

- Cohort analysis

<Img
img="/uploads/channel_report_in_altcraft_platform_9ab35b1279.png"
alt="Channel report in Altcraft Platform"
src="Example of a channel report in Altcraft Platform"
/>

<Img
img="/uploads/traffic_report_in_altcraft_b2f024a43e.png"
alt="Traffic report in Altcraft Platform"
src="Example of traffic report in Altcraft Platform"
/>

### 4. Demand for multichannel capabilities will continue to rise

Today, consumers engage with companies across multiple channels, including email, social media, and [**messengers**](https://altcraft.com/en/features/messengers). Consequently, to meet customer expectations, companies must ensure consistent interaction across all touchpoints.

This anticipates a surge in demand for CDPs with multichannel capabilities, such as [**the omnichannel CDP Altcraft Platform**](https://altcraft.com/en/features/omni-channel-marketing). It aggregates and integrates customer data from various channels to develop personalized marketing strategies and enhance customer service quality.

<Img
img="/uploads/channels_of_interaction_with_customers_81cf2f76ae.png"
alt="Channels of interaction with customers"
src="Channels of interaction with customers on Altcraft Platform"
/>

### 5. Priority on integrating CDP with various marketing services

In recent years, marketing automation platforms have rapidly advanced, aiding companies in [**automating marketing operations**](https://altcraft.com/blog/what-is-marketing-automation-and-how-it-affects-business-development) and personalizing strategies, with customer data utilization being a primary focus.

As a result, by 2024, integration between CDP and various marketing platforms will become inevitable. This will enable companies to leverage all customer data for developing more [**personalized**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters) and effective marketing campaigns.

<Img
img="/uploads/integration_with_other_services_ca6fa86a6d.png"
alt="Integration with other services"
src="Integration of CDP Altcraft Platform with other services"
/>

## Conclusion

Are you harnessing the benefits of customer data? Most modern CDPs come equipped with robust [**analytical systems**](https://altcraft.com/en/features/analytics) capable of storing, enriching, and analyzing data for profit generation. Unfortunately, many users are unaware of these capabilities. Currently, 59% of marketers primarily use CDPs as simple data collection and storage tools.

It's time to think bigger: CDPs are crucial in creating a unified data ecosystem, extracting insights, and implementing data-driven strategies.

Primary source: [**Lytics**](https://www.lytics.com/blog/privacy-agility-and-ai-emerging-cdp-trends-for-2024/)

*products of Meta, a recognised extremist organisation in the Russian Federation

CDPs evolve for better marketing strategies. Trends: AI-driven analysis, data protection, real-time processing, multichannel capabilities and more. 

trends-in-cdp-2024.png

In this article about what trends in the field of CDP should be paid attention to in 2024.

Trends for 2024 in Customer Data Platform Development

Key Trends in CDP Development in 2024

<Img
img="/uploads/Omnichannel_vs_Multichannel_854eb0a5f6.jpg"
alt="Omnichannel vs Multichannel"
/> 

Marketing communications in the digital age evolve by the day. Getting and retaining customers is all about providing a great customer experience from first interaction throughout the buyer's journey. Today, consumers wield all the power, and with just a quick skip, swipe, or scroll, they determine whether a brand stays relevant or not.

As marketers explore strategies to drive the right kind of engagement online, one critical discussion that always comes up is whether they should opt for multichannel or omnichannel marketing. But, there's one thing everyone can agree on: consumers expect a quick and seamless experience across all digital marketing touchpoints.

That said, let’s discuss multichannel vs. omnichannel marketing to determine which of the two can provide a better customer experience. After all, great customer experience yields a competitive advantage.

## Omnichannel vs. Multichannel – What is the Difference?

«Multi» suggests «many» while «omni» suggests «all». However, the fundamental difference between multichannel and omnichannel marketing has little to do with whether you’re engaging customers in several [**touchpoints**](marketing-attribution-models) or all touchpoints as they move down the sales funnel. Rather, it has to do with integration.

In multichannel marketing, the goal is to guide a consumer towards a particular goal. It focuses on getting them from one stage of the [**buyer's journey**](stroim-customer-journey-map) to another by sending a standard message through individual channels. Let's say you're issuing a promo discount code for new users; multichannel marketing involves you advertising the same promo code on several channels like your blog, social media pages, and email newsletter.

Multichannel marketing segments direct and indirect customer interactions. Direct communications are where the company proactively reaches out to the customer through direct mail or message. Indirect interactions include content pushed through blogs, websites, or social media.

Even though the marketing channels belong to the same entity, they’re inherently isolated from one another. Each channel works in a silo, with its own strategy and goals. As a result, brands that rely on multichannel marketing tend to run into miscommunication and style inconsistencies between channels.

For customers, multichannel marketing can create a confusing, impersonal experience that leaves them feeling frustrated.

Now, unlike multichannel marketing, omnichannel marketing has the customer at the center. It involves the seamless integration of branding and messaging across all touchpoints to create a more impactful customer experience. An omnichannel communication platform allows customers to determine how they’ll interact with your brand by offering:

- A consistent, identifiable brand voice
- [**Personalized messaging**](/features/personalization)
- Content that is informed by past interactions with the brand

In other words, marketers take a step back and let users define the journey for themselves – but the trip is tailored to their likes and preferences. For example, a user might get an email announcing a new product that goes perfectly with another they'd previously bought. Instead of relaying the same message through other channels, your strategy might involve offering them a [**promo code**](/features/loyalty-programs) for that exact product on Twitter and having them see a video of someone using the product on Facebook.

In both cases, the goal is to get customers to take a desired action (using a promo code). The difference is in the journey options you provide.

<Table>
| **Multichannel marketing** | **Omnichannel marketing** |
| ------ | ------ |
| Reach a user through a maximum number of channels | Gives users a seamless experience across every channel | 
| Brand is on every channel, but each channel may have different messaging | No matter which channel is used, the message is consistent |
| Doesn’t use the advantages of using multiple channels in tandem | Must be used with analytics to individualize experience to each user’s needs |
| Fragmented, inconsistent experience | Seamless, consistent experience |
</Table>

## So, Which Is The Better Option?

Brands that choose multichannel marketing do so for one reason; it's pretty straightforward. All you need is one main message and a call to action. However, this can be alienating to customers as it doesn't take their needs, preferences, or stage in the sales funnel into consideration.

An omnichannel customer experience could be the brand differentiator you need. An [**omnichannel marketing platform**](/features/omni-channel-marketing) nurtures leads and user engagement by offering audiences a diverse set of messages, incentives, or buying options, bringing the following benefits:

- **A better user experience** – Omnichannel communication focuses on the individual customer experience instead of the channel. It allows for a cohesive customer experience no matter how or where a customer reaches out.
- **Increased revenue** – Focusing on omnichannel customer engagement ensures a seamless experience for shoppers, making them more likely to buy from you.
- **Creates a consistent brand image** – Integration means you can create a cohesive brand strategy and identity across all channels, which leads to increased loyalty as customers will trust your brand more.
- **Better attribution data** – With omnichannel marketing automation, you'll be able to identify which channels work best for your brand and when customers are more likely to engage with you on their journey. Such data can be used to improve brand strategy and build more targeted campaigns.

<Img
img="/uploads/omnichannel_marketing_facts_6f9ee5c0d6.jpg"
alt="Omnichannel marketing facts"
/>

## Support Customer Engagement Across Every Channel That Matters

Customer experience is an asset to your brand – make it work for you. As mentioned, many brands opt for multichannel marketing because it's easier to execute. But, if you're looking to captivate and engage your customers on all channels, you have to leverage insights and create messages tailored to their interests and where they are on their journey.

The [**Altcraft**](/en) omnichannel marketing automation platform allows you to do this and more. You can create more targeted, effective campaigns and put your customers' needs front and center. Use data insights to drive campaigns and aid in journey planning, all while executing effective omnichannel communications from one place.

Altcraft also provides game-changing marketing automation workflows enabling you to take a more targeted approach towards marketing. You can implement various marketing processes like working with customer loyalty, cart abandonment reminders, and welcome emails. This way, you can easily create consistent yet personalized marketing messages across all channels.

Let’s discuss multichannel vs. omnichannel marketing to determine which of the two can provide a better customer experience.

Omnichannel vs Multichannel.jpg

As marketers explore strategies to drive the right kind of engagement online, one critical discussion that always comes up is whether they should opt for multichannel or omnichannel marketing.

‎Omnichannel vs Multichannel: Which Is The Better Option?

Omnichannel vs Multichannel: Which One Should You Choose?

![Altkraft_Marketing_platform_updates..png](/uploads/Altkraft_Marketing_platform_updates_6a03693d26.png)

Sharing our platform updates and telling you what they are for.

## Visual editor

A built-in visual editor has appeared in our platform. Now you can make changes to existing templates in a couple of clicks. You don't need to be a layout designer to do this - the necessary tools and blocks are at hand.

![Visual_editor.gif](/uploads/Visual_editor_96859a19ed.gif)

All features of the Altcraft Marketing visual editor:

-   Creating a new template or making changes to an existing one.
-   Many typed blocks: adaptive formatting, banners, videos, headers, lists, menus, and more.
-   Block “AMP-carousel”.
-   Easy navigation through the HTML DOM tree.
-   Editing in device-specific adaptation mode.
-   Working with classes and styles.
-   Ability to save your own blocks.
-   Custom image storage with search and automatic loading from external sources.

## Relations between profiles

Profile relations reflect the interaction between subscribers as well as their value. For example, the connection between social network users and bloggers — “likes”, subscriptions to each other and reposts of one content. It helps segment profiles based on their relationships. They simplify and streamline this process.

Relations between subscribers can be expressed as numeric or logical values. They can also be added to the email template using special variables. For example, using them, you can form a list of your favorite bloggers.

## Static segmentation

Now you can capture segments in our platform. Previously, only dynamic segments were available in Altcraft Marketing. With their help, it is convenient to automatically segment the audience according to certain parameters. You couldn't manually add subscribers to them.

A static segment is a list you create yourself. You can upload data from your platform or CRM system. You can link a dynamic segment that will be used to create a permanent list of users. Alternatively, you can add data from some segments and exclude others. For example, to create a static segment with loyal customers of a company, you need to:

1.  Select a database that has the company's clients.
2.  Add a segmentation rule: "Make a purchase on the site monthly" or the other one.
3.  Create a segment.

If you have a separate file with loyal customers, for example, on your other platform, then you can add it to this static segment.

![Static_segmentation.gif](/uploads/Static_segmentation_b69be009ef.gif)

In the history of a subscriber's profile, you can see which segment corresponds to them now and which one they were in before. You can configure triggers and launch message chains based on this information.

## Auto subscription priority

It happens that one user registers on the site several times. The question arises: which email address should I send the message to? Previously, customers managed the priority of their subscriptions themselves. Now, this happens automatically in the platform — the last contact becomes the highest priority and receives your mailings.

If the subscription status has changed, the previous contact takes priority and starts receiving emails again.

## Custom pixel domain for the Сloud

If you need your own domain for storing cookies, you can now connect it to your account settings. The settings are checked automatically.

The good thing about your own domain is that you can store cookie data without involving third parties and additionally protect the personal data of users.

## Replacing links in already sent messages

If you used an incorrect link in the letter, and it has already left, then you can still replace the link. Users will not notice this and will go to the desired section of the site.

You can change the link in the "Settings", "Custom links" section. It is enough just to create a new link of the "Replaced link" type.

![Replacing_links.png](/uploads/Replacing_links_40c6a79154.png)

## In the next issue

In the second issue, we will talk about improving the client profile, new funnels, presets for report columns, and much more. If you are interested in one of the new features in our platform and would like to learn a little more about it, do not hesitate to contact **[us](mailto:sales@altkraft.com)**.



Here are some updates in Altcraft Marketing Automation Platform: visual editor for creating email templates, relations between clients, static segments, etc.

Altkraft_Marketing_platform_updates..png

Telling you about updates in the platform: a new visual editor, relations between profiles, static segments.

New Features of Altcraft Marketing Automation Platform

Altcraft Marketing Platform Updates. Vol. 1

![features_marketing_banks_blog.png](/uploads/features_marketing_banks_blog_948979b181.png)

Banking has always been a highly competitive market - making advertising costs never less. How to preserve your budgets and get great results from online marketing at the same time? Just follow this article to get insights!

## Digital marketing efficiency

Internet marketing is getting dramatically different when speaking about banking - as opposed to the retail sector. The instruments are quite the same, but the primary focus in strategy is on building trust-based customer relationships. One of the main fears now and ever is to lose money. Financial business here is the least transparent of all - save maybe stock trading. And, no trust - no deals. Thus banks have to explain their actions in greater detail and grow customers' financial literacy to be understood and trusted. Inbound marketing tools, such as email digests and whitepapers in a blog can pretty much do the trick.

<Note>
![features_marketing_banks_russian_stat (1).jpg](/uploads/features_marketing_banks_russian_stat_1_dd0066be01.jpg)
**Some statistics**: [**We Are Social и Hootsuite**](https://datareportal.com/reports/digital-2020-global-digital-overview) reports 4,5 billion internet users by the beginning of 2020, as much as 118 million in Russia which makes 81% of the country's population. An average user spends 6 hours 43 minutes online: chatting with friends, browsing for news or other entertainment. That is more than 100 days per year! For Russians, the timing is 7 hours 17 minutes.
![features_marketing_banks_russian_stat_2 (1).png](/uploads/features_marketing_banks_russian_stat_2_1_fee0f9668e.png)
In 2019 Russian online audience above 16 years old made 94,4million people - as much as 79,8 percent. The rate for users above 65 increased from 26 to 36%. And for those between 50 and 64 - from 63 to 66%.
</Note>

People's life is now bound to the Internet: friends, education, news, online shopping, entertainment - and more. This becomes a challenge for traditional businesses to turn to network users and start communicating. For just to offer your products and services you need to engage people's attention. Where to start, you might ask. The first thing to build trustworthy communications - set your goals and define marketing tasks.

## Goals and tasks of digital bank marketing

We got used to receiving vivid selling emails from online shops, timely announcing stock sales or new product collections. We go to social media to know the latest tourism business news. Through targeted advertisements we get personalized offers, meeting our needs and desires. The meaning behind these activities is to draw, engage and retain customers - so they buy from you and not your competitors. All these are equally important for banking.

And the goals will look like:

- drawing and engaging potential customers;
- making deals - sure;
- retaining your customers.

Banking has always been something more than just sales. If a bank fails to be trusted - it loses customers forever in most cases. This is where customer loyalty management gets really crucial. Engage, mentor and nurture your audience - and only wisely specified marketing tasks will help you here. One does not simply attract customers' attention - not without analyzing your potential audience first. And it gets really tough to sell something when your audience cares not. Furthermore, only customers loyal to a bank will remain actual customers.

All the above thus underlines the top tasks for bank marketing:

- study needs, interests & priorities of your potential audience;
- draw people's interest to your bank's services;
- build and nurture customers' loyalty;
- convert potential customers into actual buyers.

We have even made a simple checklist for you to make it closer to reality:

1. First, we are getting acquainted with our future audience: running social and market studies, questionaries, polls, and quizzes for potential customers. Thus we get to know them better: the needs and desires, maybe dreams, - all by analyzing their responses and actions.
2. Then we use this data to draw customers' interest: content marketing, targeted ads and social media marketing are quite of help at this point.
3. The big fish biting? Time to focus his or her attention on a specific product or service - we are now trying to close a deal of course. Personalized emails and short messages, encouraging promotion codes - all these means are worth their salt. As soon as your customer gets what he or she wants - and you actually get a new customer - continue with retention.
4. And this is just the beginning - address your customers regularly by composing engaging loyalty programs, defining customer journey. Periodic [**inbound marketing**](inbound-marketing), [**chatbots**](the-benefits-of-chatbots-for-businesses) and [**social media**](self-marketing-how-to-promote-yourself-on-social-media) will not let you down as well.

*The picture of a perfect customer*:

Getting to know your audience try to visualize the picture of your perfect customer - a charachter with a name, gender and a pull of interests. Painting such a portrait mind the following:

- Demographics data - it helps greatly to foresee reactions to different offers.
- Location - knowing the country and city where your customer lives will cut costs in SMM - and skyrocket your targeting efficiency.
- Psychology - helps to gather a loyal audience by lifestyle, personal qualities and preferences.
- Social and economical data - this one is crucial for banks in audience segmentation and risk management.

You can gather the information you need by running surveys for your audience. Here you can use dedicated services, your website, polls and quizzes in social networks - or questionaries in emails. As soon as this data gets analyzed - proceed with building [**omni-channel communication strategy**](omni-channel).

## Communication channels for online marketing

### Good old Email

Email messaging is a good way to personalize your offers and present them in greater detail. Thus it is one of the best channels to build trust in customer relations. The main points here are to determine a sound strategy, finely tune sending frequency - and to compose your unique offer message. Mind that network users get rapidly bored with just accounting notifications and extra services promotions. Add a bit of what our competitors can't offer - and of what your audience wants. Use transactional mailings for important and urgent information - most of all, focus on your messages being useful.

Tinkoff bank employs Email to deliver partner marketplaces promotion codes to its customers. It also organizes interactive events and sends useful information. Messages are sent once or twice a week: this way customers don't get irritated and stay retained at the same time.


### SMS and instant messengers

Both SMS and IM messaging help you get closer to your audience. Their great feat is the ease of subscription. Actually, there is no classic subscription at all. A user doesn't need to open your website or install your app to start receiving messages from you. One simply gives you a telephone number. Notify about accounting operations, plastic cards deliveries - or verify financial operations. Not only transactional messaging: flavor these channels with updates about featured products and personal offers. Not too much though - be useful, not irritating.

### Push notifications

Push notifications pop up on network users' device screens - these can be desktops or mobile phones. They are similar to short messages: you can inform customers about new services, notify them about transactions - or verify operations. Their three big advantages - compared to SMS - are:

- low or no costs at all - push notifications are mostly free to send, as opposed to SMS;
- more information - you can add images, for example, your company logo - when verifying transactions. SMS look far less attractive delivering only text data.
- higher Open Rate - users need open no extra application - be it a messenger or a native SMS app - everything is in front of their eyes.

Push messaging helps you stay in touch with your customers, increase their engagement and loyalty towards your company. Thus a chance of further deals increases as well.


### Social Media Marketing

People come to social networks mostly to relax. They look through stories and updates while having a coffee break, in public transport or going to bed. The content here has to be extremely delicate - and catchy, at the same time. One will just miss your message if it looks the same as your competitors'. One of the great examples in Russia is HTML5 game mechanics in [**Delivery Club**](https://vk.com/video_ext.php?oid=8355063&id=456239063&hash=81c578637af2d878&hd=2) VK group. It demonstrates a good example of overall marketing gamification for social networks.

## Content marketing

Content - also inbound - marketing helps in building brand awareness and loyalty. Use your company blog to tell subscribers about trending banking products, share financial news and educational content. This way your audience will be able to make decisions that are efficient and profitable for both parties. The thing to avoid here is making boring press releases or posting irrelevant rewritten articles. Storytelling will do much better: you really have a lot of interesting and useful to say about your business, don't you? A great example here would be Tinkoff Journal. Articles there tell about financial ups and downs in an entertaining way, educating Tinkoff customers on a variety of common topics as well.

### Targeted advertising

Targeted social media advertising allows you to address different groups of your audience based on their preferences, lifestyle features, demographics or behaviour. This is where you need as much information about your customers as possible. Make a segment and compose a precise offer. Say, you want to sell more automobile loans. Then you need working men and women above 25 years old, who have been interested in buying a car during the last month. These are your potential customers, now it will be easier for your bank to address them personally and thus increase conversion.

### Technological difficulties and peculiarities

After some time, banks gather even more information on their customers than other businesses. Working with modern digital communication channels requires external services to be used. The latter include email, SMS and push sending platforms. And by many banks' security regulations it is strictly prohibited to pass any customer data to 3rd parties: the risks of leaking are too high. That underlines two major show stoppers for engagement and retention strategies.

**1. Strict security requirements.** Using external services increases the probability of personal data fraud involving third parties. This is why many financial companies prohibit messaging platforms usage. Marketers thus have to go with tools developed in-home. And these solutions often lack necessary features compared with modern online marketing software. It is rarely possible to orchestrate good-looking personalized mailings at all.

**2. Irrelevant data.** Customer' personal data is typically gathered within 24 hours from all available channels (online resources, bank offices and partners). Then it is transferred into the bank's storage or a data lake. And most online marketing platforms do not support custom integrations with data lakes or ETL middleware. So marketers request information they need beforehand - and then upload it to external services or homemade tools. These extract and load operations usually take quite a time: another 24 hours or sometimes more. As a result, some of the customers' data gets irrelevant - and that dramatically limits banks to just the basic marketing scenarios like registration confirmation or statements delivery. And this content just cannot engage or retain customers.

Online marketing has to be secure and its communication channels - available and easily accessible. This puts restrictions on banks and financial companies. If those are overcome, an effective content strategy becomes possible and you can start engaging and retaining your customers. And only an omnichannel (at least email, SMS and push) solution that can be deployed inside company's network can do the trick. It will not let any personal data leak out and can be easily integrated with company's data storage. One of these solutions is Altcraft Marketing. You can learn about it [**here**](https://altkraft.com/capabilities/en/?utm_source=blog&utm_medium=statya&utm_campaign=osnovy_im_bank2).

### To sum it all up:

- No trust - no deals. If one does not trust a bank - one just won't use its services. So it is important not only to draw your potential customers' interest - but to constantly increase their loyalty towards your company.
- Before considering which digital communication channels to use define your goals and marketing tasks. The basics here are draw, engage, sell - and retain your customer. Get to know your potential audience first to get useful insights.
- Combine digital communication channels into effective scenarios. Draw attention through targeted ads, encourage sales by means of email and SMS, nurture loyalty with content marketing.
- Overcome technical challenges and automate communications with omnichannel on-premise marketing platforms.

Follow our blog updates - we'll keep you informed about the latest marketing news and useful features you can employ!

If our article was helpful - feel free to bookmark it and use it in your daily work, share with friends and colleagues on social media.

Internet marketing for banks has its own features. Learn how to apply internet marketing to finance.

features_marketing_banks_blog.png

How to preserve your budgets and get great results from online marketing at the same time? Just follow this article to get insights.

How to Use Internet Marketing in Banking

Smart Online Marketing in Banks

![new_altkraft_gui.png](/uploads/new_altkraft_gui_fb9b909e5b.png)

The beginning of the year caught our team preparing a massive update for Altcraft Marketing Platform. And now we are glad to inform you: the new release is ready and running - as a cloud solution or as a package for on-premises deployment. Contact our team if you haven't yet received your update!

To introduce our platform's new features and improvements we are starting a series of articles. The first one - you are reading it right now - will be about the one thing, marketers face every day working with Altcraft. Just take a glance at the new Altcraft MP user interface. We have optimized it to provide you with flawless user experience - make your work more enjoyable and save your time.

## At an arm's reach

The new navigation menu will quickly take you where you need - it is placed on the left side of the screen and its child elements are available when you expand a parent category. For example, you can quickly switch from databases to different campaign types.

![dashboard_upper (1).png](/uploads/dashboard_upper_1_78f0e2d5ef.png)

Master settings are also available from the main menu - only for users with master privileges of course. Action audit tool is among these - a new feature for supervising Altcraft platform user activity.

<Note>
Prefer full-screen mode? Then you can minimize the navigation menu.
</Note>

Users can now upload custom avatars for their profiles. Clicking a userpic at the top right corner of the screen will open user profile settings. There you can set up access, language and notifications preferences. 

## A couple of clicks closer 

We have transformed the look and feel of Altcraft Platform's object browsers: databases, customer profiles, templates, campaigns, workflows and all other objects are now displayed as tiles with important information about each object. You will need to open object details less - and that will significantly save your time!

Don't search for object quick action icons - we have replaced them with a dropdown menu in object tiles. And when you are browsing templates or campaigns - just click a message thumbnail for quick preview.

![templates (1).png](/uploads/templates_1_638dee1dd2.png)

<Note>
Need to view or edit an object? Just сlick its name on a tile! The same is true for databases - you can quickly browse database profiles.
</Note>

You will find any object easier with the new search engine. It supports searches by name or ID - or by custom tags that you can assign to obects. 

## A framework for performance marketing

We value both your time and your marketing analytics precision. Thus various changes were made to improve and optimize Altcraft MP reports. It has become possible to display all performance indicators on one page in Summary reports - there are more than 70 different parameters, relative and absolute. All summary report settings are saved for a specific user - so you will always get only relative statistics.

Moreover, we added new grouping possibilities for deeper end-to end marketing analytics. Every report is supplied with an interactive graph representing customizable parameters as curves for daily, weekly and monthly visualization. 

![report (1).png](/uploads/report_1_3480459abc.png)

The new homepage dashboard design is aimed to provide you with the most important statistic for account groups. The upper part of the dashboard contains tiles with key performance indicators for deliveries, opens, clicks and reads - and an interactive graph for these parameters. 

<Note>
Each KPI tile is customizable - you can choose a parameter to be displayed, for example Push sends or SMS clicks. And when you select a tile - Alkraft will draw a corresponding graph with day, week and month curves. 
</Note>

The next part contains top charts for marketing campaigns with the highest delivery, open, click and conversion rates. Selecting a campaign will open a corresponding summary report with detailed statistics. You will easily detect and timely react to increased customers' interest towards specific campaigns in order to maximise your profit.

![dashboard_lower (1).png](/uploads/dashboard_lower_1_cd6f8aacc1.png)

The lower part of the dashboard displays negative performance indicators: undeliveries, soft and hard bounces, complaints and unsubscribes. You will now spend less time solving messaging problems - for you will know when something is just starting to get wrong. Clicking a campaign in negative top charts will also open a summary report for the campaign in question.

## Inside out: features driving design

Rest assured, Altcraft MP's new graphical interface is much more than a mere face-lift. It has appeared to make our awesome new digital marketing tools easy and enjoyable to use. We have developed brand new platform modules, rebuilt and improved the existing ones, optimized internal processes and applied necessary fixes. 

![workflow (1).png](/uploads/workflow_1_5d93b12dc5.png)

One of the main features to be introduced is AK Pixel, a technology stack for tracking your customers' online behavior. You can use action tracking data for precise behavioral targeting, customer scoring, sales gamification and ROI analytics with Altcraft pixel and goals reports.

However, the most significant changes happened to the customer data management system. We have replaced multiple subscribers lists with customer profile databases. One profile now contains all the necessary customer data: demographics, action history, loyalty programs and multiple omnichannel subscriptions organized into publishing resources.

Read about these and other new features in the following articles!

Узнайте о новшествах в платформе Altcraft: веб-пиксели для отслеживания поведения клиентов, показатели эффективности и другое!

new_altkraft_gui.png

Now we are glad to inform you: the new release is ready and running - as a cloud solution or as a package for on-premises deployment!

Updated UI for Altcraft Marketing Automation Platform

Meet the New Altсraft User Interface

![ak-case-omni-channel.png](/uploads/ak_case_omni_channel_982624d298.png)

We’ve already told you about an omni-channel approach to marketing in [**our previous article**](omni-channel) our previous article</a>. Now let’s talk about how global companies put it into practice. 

Remember we’ve told you about Bank of America who closed hundreds of its branch offices in 2016. So on the next stage they launched the project “Wells Fargo”. It was a new way for their clients to withdraw cash from ATMs. Near Field Communication Technology (NFC) is built in a mobile application and enables clients to withdraw money from an ATM by using their mobile phones during a transaction. Launch an application on your smartphone near an ATM with NFC and enter your PIN-code for transaction. 

![ak-primer-ispolzovania-NFС.png](/uploads/ak_primer_ispolzovania_NFS_07a79c1d2c.png)

BankOn Mobile Video is a company that creates interactive video solutions for banks. The developers consider this technology as revolutionary in interactive services. ITM gives an opportunity to interact with a bank via video.

![ak-primer-ispolzovania-mobile_video.png](/uploads/ak_primer_ispolzovania_mobile_video_247e293f83.png)

Citi Quick Lock service enables clients to block and unblock their cards right from a mobile application without waiting and filling in additional documents. What’s more it can be done from anywhere in the world. One more technology for investment banking is a robo-advisor. It is an automated algorithmic financial planner, that increases functionality of digital channels that are available to a client. This technology analyses client’s financial situation and uses this data for valuation of client’s assets, for receiving future services and financial planning. 

## The entertainment industry. Disney as an example of customer-oriented service

*The source - [**blog.hubspot.com**](https://blog.hubspot.com/)*

![ak-interfeis-saita-disney (1).png](/uploads/ak_interfeis_saita_disney_1_e57818d3f6.png)

Disney has planned its omni-channel approach down to the last detail. Its web-site is filled up with entertainments. Besides, Disney has a special web-resource for trip planning. It is available on a web browser and mobile application. After the booking this resource helps to plan details with My Disney Experience tool. People can choose a place for lunch or can get in line for the most popular rides.
 
![ak-interfeis-saita-my-disney-experience-tool (1).png](/uploads/ak_interfeis_saita_my_disney_experience_tool_1_85df43c424.png)

Mobile application helps to find all popular sightseeings, check waiting time for rides. Another step forward is Magic Band’s release. This bracelet is a key for a hotel room, a device to store any photos with Disney heroes made by a visitor and a tool for food order. More than that, it can be integrated with Fast Pass, so you can walk freely in the park and don’t miss anything interesting.

## Augmented reality in Retail

Lego placed AR kiosks in their retail shops. So customers can scan their Lego box before buying and show their children 3D animation of their set.

![ak-lego-dopolnitelnaya-realnost.png](/uploads/ak_lego_dopolnitelnaya_realnost_bbe0e1c9fb.png)

The most important thing for any company is to give your clients what they are looking for: provide them with instant and relevant information no matter where they are and what device they use. 

Ultimately the overall objective is the same: *to attract customers offering them relevant items or services when they need them without hard selling*.

Let's talk about the successful practices of using omnichannel marketing in business by the world's leading companies.

ak-case-omni-channel.png

How global companies put omni-channel marketing into praсtice? Read more

How Global Companies Integrate Omnichannel Marketing

Omni-channel Marketing in Practice

uzum-case.png

Reduced push notification opt-out rates, increased OR, saved working hours

bnb-bank-kejs-v-menyu.png

The open rate for automatic Viber messages is around 60%, and MAU growth for the year is +19%

All user information is systematically collected in a unified customer data platform

Distributing messages across various communication channels: email, SMS, push notifications, messengers

Promo codes, bonuses, and points for building long-term customer relationships

You can create and edit any HTML template, as well as save your own custom blocks

Personalized distribution of messages to clients through communication channels

Conducting experiments and optimizing marketing strategies

Tracking the effectiveness of marketing campaigns to make informed decisions

Connecting external systems to the platform and synchronizing data with company databases

Creating questionnaires, surveys, and feedback forms of any level of complexity

The ability to communicate with your clients anytime and anywhere

Increasing user awareness of your company's offers

Customer Data Platform

Omnichannel Marketing

Loyalty programs

HTML Email Builder

Personalized mailings

A/B/n Testing

Real-time analytics

Integration and WebHooks

Forms and Surveys

Messenger Communication

Pop-Up Windows

Interesting and useful articles about marketing, our product and online communications

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