19. April 2017

Understand Your Customers, Give Them Relevant Experiences

In the digital economy, customers expect personalized experiences on every channel. Anything fewer risks being dismissed as noise. Businesses need to understand the customer context: what customers have already done, what they’re doing right now, and what they are likely to do in the future. Without this, marketers cannot anticipate or meet the needs of their audience.

SAP CX Products for Marketing

SAP Hybris Marketing solutions empower your business to understand customers and to engage with them intelligently: nudging them towards purchase instead of distracting them.

Build dynamic profiles of your customers and use them to gain deep insights so you can adapt to both their needs and market trends. Deliver personalized experiences in real-time, increasing conversion rates and gaining loyalty. Gain real-time transparency into the performance of your marketing plans, giving you the agility to change tack and seize new opportunities.

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According to The Contextual Marketing Imperative, an October 2015 commissioned study conducted by Forrester Consulting on behalf of SAP, with 1 200 global consumers and 200 advertising as well as marketing professionals, there is a distinct gap between consumers’ expectations of personalized marketing and what marketers are actually delivering today – 44% of consumers said they receive too many offers and promotions, and 37% delete most email offers and promotions without reading them. Furthermore, 40% have unsubscribed or opted out because they felt overwhelmed. Consumers are truly in a state of information overload.

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Today’s consumers are savvy they know companies are collecting their personal information and using it to market to them. Seventy percent of consumers are aware that companies use personal information to send them targeted offers; 64% are aware that companies purchase and use their personal information, and 44% are willing to share information about their interests in order to receive more relevant content and offers. In fact, a large majority of consumers (74%) said they are somewhat or very comfortable with companies using data about them to provide personalized experiences.

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Why SAP Marketing Cloud?

Understand your customers like never before – convert valuable big data into a meaningful view of what your customers and unknown contacts are up to. Then use that knowledge to personalize the experiences for each of them, and engage them on a level that builds a long-lasting relationship.

With marketers using an average of at least 20 different systems and tools to gather huge amounts of data, you need a solution that can look at it all to create a single view of the customer. SAP Marketing Cloud gives you that view – and an understanding of the customer that goes beyond the everyday.

Experience real-time marketing that finds the right customers – make your campaigns more effective with a solution that finds the right target audience and gets a personal message to them, through the channels they use. With SAP Marketing Cloud, you can give your customers individual experiences at exactly the right time, while giving you invaluable customer insight.

With powerful tools that enable you to analyze and use data as it’s created, you can react instantly to customer behavior as it happens. And that data feeds your customer scoring and key performance indicators, helping you make your next campaign as effective as the last one – if not better. This is marketing for today’s digital world – personalized, targeted experiences that keep customers engaged.

Make your loyalty programs work harder for you and your customers – create a loyalty program that’s fit for today’s digital world – one that rewards customers every time they interact with your business and gives you meaningful insight into their behavior. From writing a review to making a referral, SAP Loyalty engages your customers everywhere and helps keep them engaged.

Make your omnichannel commerce strategy more effective with the insights gained from marketing – SAP Marketing Cloud connects your marketing and commerce systems with each other, fueling the commerce experience with powerful marketing. By using accurate profiles and an in-depth understanding of your customers, SAP Marketing Cloud delivers a relevant commerce experience that works harder for your business.

Manage all of your marketing efforts from one place – as marketing gets more complex, take control of everything you do with our marketing resource management capabilities. Designed to give you the overview you need, our solutions make it easier to understand what works and what doesn’t.

With this level of control over your campaigns, keeping on top of budgets and performance is simple, while making changes is quick and easy. And because SAP Marketing Cloud gets your campaigns to market faster, you’ll be able to get more from your efforts.

Give your marketing activities the support and insights they deserve – great marketing isn’t about how much you do, it’s about making what you do more effective. And to figure out if what you’re doing is having the right effect, you need analytics. SAP Marketing Cloud’s analytics capabilities tell you what’s working and what needs working on, with tools and reports that make it simple to make sense of your campaigns.

With its easy-to-use dashboards, report creation without the need for IT involvement, marketing analytics tools are all you need to make your marketing work harder for you.

Drive demand and improve sales effectiveness – bring sales and marketing together and get them working towards a common goal: more customers and more revenue. With marketing lead management from SAP Marketing Cloud, your salespeople benefit from marketing’s knowledge and expertise, thanks to tools that generate leads, nurture them and seamlessly transfer them to sales. Accompanied by the kind of customer insights that can make the difference between a deal won and a deal lost, this is a collaboration for the digital age.

SAP S/4HANA Marketing Cloud Architecture and Technology

Driven by the power of in-memory computing, it efficiently deals with big data, connecting all of your marketing channels. And because it’s flexible and quick to use, you can rapidly change your marketing strategy to keep up with the ever-changing needs of your customers.

It’s fast and reliable – Because it’s built on the advanced in-memory platform that is SAP HANA, SAP Marketing Cloud provides instant insight into your big marketing data. Rely on SAP Marketing Cloud when you need to support millions of contacts with billions of interactions – quickly and reliably, time after time.

It’s quick to set up and easy to use – It’s easy to work with SAP Marketing Cloud, thanks to role-based SAP Fiori 2.0 user experience, user assistance, comprehensive APIs and business documentation. Out-of-the-box email and SMS delivery via SAP Mobile Services mean less effort when it comes to setting up, too.

It’s adaptable to your needs – The platform is easy to fine-tune so when you need to use new marketing processes and practices, it’s a simple job.

It’s easy to extend – built-in web-based extensibility tools give you the advanced functionality you need. If you want to build your own extension applications, take advantage of the SAP HANA Cloud Platform.

It’s open – Standards-based web services are available for you to integrate with the data sources or outbound channels of your choice. SAP HANA Cloud Platform, integration services make integration seamless with pre-delivered content for SAP landscapes.

It’s, however, you need it – As well as the public cloud service, the solution is also available on-premise or as a private cloud offering.

Experts will advise you

Anodius is an official certified SAP partner. We have a team of professionals to help you with your SAP CX solution design, implementation, user training, and any post-implementation services.

Matej Belák, Sr. CRM Consultant