Customer engagement is the heart and soul of online marketing. Whether you’re running a start-up or an enterprise organization, it’s all about putting the right message in front of the right user at just the right time.
This requires pinpoint personalization, and that’s a daunting task. But luckily, there are tools that can help.
How marketing tools can help you reach your goals
There are many online marketing tools out there, and you should think of them as a supplement to your company’s core strategy, says Vikram Bhaskaran, Freshdesk’s Director of Marketing.
“Customer engagement is more a philosophy than a tool,” Bhaskaran explained. “It starts even before you acquire an eyeball through an ad, and carries on all the way across, even after they become a customer. Tools are resources that can aggregate, disburse and automate functions that would otherwise be too difficult for an individual to do.”
Technology should help marketers achieve at least one of two goals:
(1) Fill an operational gap that cannot be achieved strategically or manually; or
(2) Amplify an existing high-ROI initiative that needs engineering resources to efficiently scale.
Evergage, for instance, is a tool that helps companies deliver the right message to customers at key moments as they browse the web. If Evergage notices that a user is about to bounce from a site, the tool will target the user with a focused message—like a link to more content or an additional offer—based on insights gleaned from previous browsing activity. This results in higher conversion and engagement rates.
How tools eliminate tunnel vision
Customers are an organization’s most valuable stakeholders, and marketers need to thoroughly understand their needs.
“Human-to-human contact remains crucial to business success,” explained Igor Khalatian, CEO at LiveLOOK. “What customers value most is efficiency and thoroughness—they want their questions solved without a lot of wasted time explaining the issue, transferring to other agents, etc. And they want their problem resolved the first time.”
Analytics tools like KISSmetrics can help organizations maintain an individualized view of their users’ on-site experience. While most analytics tools present data in the form of page views or visits, KISSmetrics focuses on people to help marketers understand strengths and where they can improve.
Another useful tool is Phostir, which helps marketing teams visualize and comprehend customers’ user experience across platforms. The tool can help boost engagement by pinpointing UX flaws that might not be readily evident.
Choosing solutions and tools that enable scale
It’s crucial to adopt customer engagement tools that you plan to use for the long haul. That’s the philosophy of Prabhash Ranjan, head of Americas at Mindtree Limited.
The IT solutions company has been able to grow its revenue from $100 million to $450 million without changing its core business intelligence and CRM platforms.
“The platform will be the same even if we grow to 1 billion in the next 4 years,” explained Ranjan. “The platform is completely scalable and will meet our needs as we grow in different industry segments.”
So be sure that the tools you choose should support your long-term customer engagement strategy and fit into your overarching technology infrastructure.