It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.
Campaign management company, Salmat, has partnered with Teradata Applications to deliver a new cloud-based, omni-channel marketing management platform in Australia.
The Influence platform is locally hosted and combines Salmat’s campaign management and customer service tools with Teradata’s Integrated Marketing Management (IMM) software.
According to Salmat, the solution offer a single point of view on how customers are responding to marketing activities by looking at their behaviours and actions through all manner of interactions including call centre conversations, how customer navigate through the website, and which links they click on via Facebook.
These can then be used to respond to customer actions in real-time as well as modify campaigns and messages. Teradata’s IMM platform allows integrated management of multiple channels. Influence’s features include a digital asset management library, campaign management tools, reporting on engagement scores and conversion rates, and a resource management and workflow system.
Salmat consumer marketing solutions CEO, Peter Anson, said its new platform aims to help marketers communicate consistently with consumers via both digital and traditional channels by offering an integrated solution. He also claimed the new offering was in response to the explosion in data sets and channels now being utilised by marketers.
“Influence not only monitors data from digital services, but combines it with insights from traditional mediums such as direct mail to integrate marketing efforts and provide a consistent and highly relevant experience across channels,” he said.