Are we living in the future or has marketing technology finally caught up? If the latest results from The Forrester Wave™: Cross-Channel Campaign Management (Independent Platforms), Q3 2021 report are an indication of what’s new and what’s to come, one thing’s for sure: AI has officially moved past the hype and is here to stay.
What is Cross Channel Campaign Management (CCCM)?
Before we talk about the latest and greatest in CCCM, it’s important to know what exactly CCCM is, and how platforms can help. Customer experience has the power to make or break a brand. Today’s consumers demand personalization across channels, with content in-context. Every engagement is an opportunity to demonstrate that you know who they are, what they care about, and how you can help them. As more companies continue to realize it’s of the utmost importance to improve digital experiences through personalization, CCCM platforms allow brands to do just that by making it possible to connect with their customers across multiple channels to stay top-of-mind.
Forrester defines a Cross-Channel Campaign Management (CCCM) platform as “Enterprise marketing technology that supports customer data management, analytics, segmentation, and workflow tools for designing, executing, and measuring campaigns for digital and offline channels”.
Essentially, CCCM platforms provide unified customer views across online and offline channels, making it much easier for marketing and product managers to build and deliver personalized experiences. With this platform, you can create and execute campaigns across online and offline channels without the hassle of switching through multiple tools and databases.
It’s important to know that CCCM platforms are not the same as a customer data platform (CDP) or a marketing automation platform, which offer a single view of the customer without campaign orchestration capabilities, or offer lead generation capabilities without a single customer view overtime. Rather, CCCM platforms may include these capabilities either through integration or natively. When it comes down to it, CCCM platforms are the new go-to choice for brands looking to build deeper relationships with their customers.
(To better understand the CCCM landscape, get your complimentary copy of “The Forrester Wave™: Cross-Channel Campaign Management, Q3 2021” report here.)
The Future is AI-Driven
Things look a lot different this year for CCCM. Based on the latest Forrester Wave™ for Cross-Channel Campaign Management, MoEngage was positioned as a Strong Performer, receiving recognition for its AI-driven insights and personalization capabilities.
While others are still stuck on enabling cohorts and audiences, a platform like MoEngage brings marketers into the future, today.
Teams that are armed with AI-driven insights and the right engagement tools are finally able to create meaningful customer experiences at scale across channels like web, mobile, email, social, and more. These powerful capabilities empower marketing and product managers to identify the best customers to target with individualized messaging at unprecedented speeds.
Without the help of AI-powered automation, it is almost impossible to achieve personalized experiences at scale. Today, brands use automation to optimize user interactions and enhance the overall customer experience to deliver the right content, on the right channels, based on user behaviors and preferences. For example – for retail and ecommerce brands, when a user performs a predefined action like abandons a cart or installs an app, cross-channel marketing platforms like MoEngage can automatically trigger alerts via push, SMS or email notifications bringing the user back into the active purchase funnel. (For more examples of how AI helps improve marketing campaign performance, check out this article.)
Teams that leverage AI in their marketing and product experiences are immediately seeing improvements in performance, too. Take the marketing and product team at Empiricus, for example.
Marketing and product teams at Empiricus wanted to re-evaluate their customer onboarding journey. They decided to leverage AI and automation capabilities, and immediately spotted an area to improve that ended up increasing conversions by 45%.
With the help of AI-driven insights, the team was able to achieve this in a fraction of the time it would have taken to do using their typical manual process. Today, the team at Empiricus are continuing to leverage AI to turn insights into action, instantly. A win for their team, and for their customers.
With MoEngage’s appearance on the CCCM wave, we’re anticipating future disruptions to occur in the market as other vendors will be forced to keep up.
Interested in seeing how MoEngage empowers marketing and product owners with AI-driven insights? Click here to request a product demo and speak with an expert.
MoEngage is an insights-led customer engagement platform, trusted by more than 1,200+ global consumer brands such as Ally Financial, McAfee, Flipkart, Nestle, T-Mobile, Travelodge, and more. MoEngage empowers marketers and product owners with insights into customer behavior and the ability to act on those insights to engage customers across the web, mobile, email, social, and messaging channels. Consumer brands across 35 countries use MoEngage to send more than 50 billion messages to engage 900 million users every month. With offices in nine countries, MoEngage is backed by Multiples Private Equity, Eight Roads, F-Prime Capital, Matrix Partners, Ventureast, and Helion Ventures.
To stay updated on the latest CCCM landscape, download a complimentary copy of the “The Forrester Wave™: Cross-Channel Campaign Management, Q3 2021” report by going here.