Cross-channel marketing industry outlook in India
Customers today are hyper-involved with the Internet & their gadgets. They switch from one device to another while searching for the same products. Needless to say, marketers today are finding it difficult to engage & retain their customers in a world filled with noise & clutter. There is an exponentially growing need for marketing automation solutions & a cross-channel marketing strategy that can help marketers better engage their customers & improve their brand presence. Let’s have a look at what cross-channel marketing is.
What is cross channel marketing?
Cross channel marketing is basically the practice of integrating the use of all available channels and devices to connect and engage with customers. This is done in a flexible and unique way rather than separated into individual channels, which was the case with previous marketing strategies.
Why cross channel marketing is needed?
In the past, there were few customer communication channels and effective marketing really boiled down to optimizing email sends & ensuring that in-store branding was consistent.
Now, with the proliferation of mobile devices and other smart communication technologies marketers have many more channels to deal with. They need to run cross-channel campaigns that combine SMS, email, voice, social-media & push notifications effectively to truly personalize the buying experience.
Cross channel marketing platforms make this possible and help marketers track social media transactions, digital ad clicks, text responses & much more to gain a fuller picture of target audiences.
Cross channel marketing is not an option but a must have.
Major players in India
Clevertap was founded in 2013, with the aim of helping businesses onboard, retain & engage users better. They on-boarded their first client – BookyMyShow within 6 months of their journey.
Clevertap combines App Analytics & User engagement and helps clients keep track of app uninstalls, areas where users drop off & also send engaging campaigns. They also combine push notifications, emails, in-app notifications, SMS & web-push notifications in their platform.
Some of their major clients include Zomato, DC Comics, Samsung, McDonalds & others.
Netcore announced their foray into marketing analytics & customer analytics segment with the launch of Smartech in December of 2017. Smartech is basically a omni-channel marketing automation solution that delivers 1:1 customer experiences. Netcore believes that BFSI is the biggest adopter of analytics services in India.
Netcore claims to be the only Indian company that provides an integrated solution, which combines cross-channel marketing automation, customer analytics & marketing analyltics.
They further claim to have already started providing services to some key companies in BFSI segment in India. They also plan to roll out their services to Singapore, Malaysia & Nigeria where there is great potential for marketing automation solutions.
Headquartered in Mumbai, WebEngage is an innovative web-communication & engagement solution provider catering to present day e-businesses. The company started in 2011 and has gathered substantial fame in their area of expertise.
Their solution helps organizations build, manage & access enriched database of user profiles and also has engagement options such as in-app messages, web messages, emails, push notifications & text messages which help provide a holistic engagement feature.
WebEngage has a long list of illustrious clients, which include MakeMyTrip.com, ClearTrip, ebay, Lynda, Snapdeal & others.
Infinito is a cross channel marketing automation platform which helps businesses engage users using an interplay of SMS, Email, Voice & Push notifications. They have some unique features like Engagement studio, List Manager & built in Analytics & MIS to keep track of all user activities.
Infinito is a product of ValueFirst which is a B2B company founded in 2003 that helps connect enterprises to consumers.
Infinito has clients like MintHotels, Genesis Luxury & others.
|A marketing automation platform that combines app analytics & user engagement to keep track of metrics like app uninstalls, areas where users drop off & much more. It also combines push notifications, emails, in-app notifications, SMS & web-push notifications.||BookMyShow, Zomato, DC Comics & others|
|An omni-channel marketing automation solution that delivers 1:1 customer experiences & helps run personalized customer engagement campaigns.||Some BFSI players.|
|Web communication & Engagement solution provider that enables cross-channel communication, deep data driven segmentation & personalization||Snapdeal, Lynda, ebay & others|
|Cross channel marketing automation platform that integrates SMS, Voice, Email & Push notifications.||MintHotels, Genesis Luxury & others|
The future of marketing is cross-channel where marketers are able to reach out to the customers at the right time, in the right place with the right message. Cross channel marketing automation platforms are the need of the hour. As the market opens up to these solutions & their need is increasingly felt, we will see a wider adoption of such solutions by businesses in India. Times ahead are going to be exciting. Know more about cross channel marketing automation by dropping a mail on email@example.com.