Consumer focus and customer journey reimagined

Terms such as “consumer focus,” “customer journey,” and “customer centricity” are on everyone's lips, but insights into customers are usually fragmented and require a great deal of manual effort to consolidate and utilize. As a result, marketing campaigns can only be implemented with a time delay and little individualization. With the right marketing automation solutions, customers can be addressed in real time in a personalized manner based on past, present, and expected future behavior. Your marketing team gains a 360° view of the customer, from which relevant, targeted, and timely marketing campaigns can be derived.

The end-to-end process of marketing automation:

From data analysis to campaign management

At the heart of successful marketing automation are various tools that work together seamlessly:

Grafic Overview Predictive Marketing Automation

Marketing Data Management:

The basis for successful automation is clean data management. Existing profile information is continuously enriched by internal and external sources. This creates a comprehensive 360° perspective of your customers in real time, both online and offline. This even allows you to make predictions about future purchasing behavior.

Segmentation and Target Group Analysis:

Powerful tools allow you to segment your target groups in real time according to your own criteria based on big data. The analysis of geographic, demographic, and other data helps to identify potential for added value. Predictive analytics supports you in creating target groups and continuously optimizing campaigns.

Content creation and delivery:

Personalized content is at the heart of every customer experience. Content is tailored precisely to your target groups, whether for email, SMS, or landing pages. Personalization is based on customer interactions, and content can be integrated directly into the web store to deliver relevant product information in context.

Campaign Management and Automation:

You can create multi-phase and multi-channel campaigns that run on a time- or event-driven basis. Follow-up actions are carried out automatically, keeping your marketing efficient and flexible.

Recommendations and personalization:

AI-based recommendation engines are used to display contextually relevant product and service offers directly in the shop. This creates personalized shopping experiences that leverage cross-selling and upselling potential in a targeted manner and increase the conversion rate.

Marketing planning, management, and controlling:

Planning is carried out both top-down and bottom-up with targeted budget allocation to individual campaigns. Success analysis runs in real time, supported by balanced scorecards and KPI monitoring for a transparent target/actual comparison.

Intelligent integration for long-term success

All of the components mentioned work independently of the shop system used and are available both on-premise and in the cloud. Personalized data utilization comes from a wide variety of sources: market data, CRM, ERP, social media, or financial systems. This creates a centrally networked system that makes your marketing processes transparent and efficient.

Grafic Marketing Automation Personalization at a glance

communicode – Your partner for data-driven marketing automation

As a full-service digital agency, we take a holistic view of your marketing requirements in a digital context. This includes needs and potential analyses, the design of the system architecture including the integration of ERP, commerce, and CRM, and the creation and validation of solution concepts through proof-of-concepts. The implementation, training, and operation of your solution round out our offering.

Conclusion: Marketing automation advances your digital marketing

Marketing automation opens up completely new possibilities for addressing your customers individually, efficiently, and in real time. Through the targeted use of AI, data management, and automation, you gain valuable insights, increase your conversion rate, and create lasting customer experiences.

Learn more about the potential of modern marketing automation and let us optimize your digital strategy together.

  • What is marketing automation?
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    Marketing automation refers to the use of software and collected data to automate marketing processes. The aim is to address customers individually, efficiently, and across channels based on their behavior, interests, and purchase history.
  • What advantages does marketing automation offer companies?
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    Companies benefit from more efficient processes, higher conversion rates, and better customer loyalty. At the same time, marketing automation enables data-based performance measurement and faster response to market changes.
  • Which systems can be integrated into marketing automation?
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    Marketing automation can be flexibly integrated with CRM, ERP, e-commerce, and PIM systems. This creates a central database that enables consistent customer experiences across all touchpoints.
  • For whom is the use of marketing automation particularly worthwhile?
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    Especially for B2B and B2C companies with many products or customer segments. Marketing automation helps to scale communication processes, create personalized content, and sustainably increase the ROI of marketing activities.
Michael Wolfframm

Michael Wolfframm

As a Business Consultant, Michael Wolfframm is responsible for the Business Solutions division at communicode. In his career - especially at Triumph (Japan) - he has intensively dealt with the processes around logistics and fulfilment in wholesale and e-business. (E-)Business consulting, conception and development of customer experience, online marketing and automation are among his current topics.