Interactive Marketing

Today's marketers face an environment of constant change but also have more opportunities than ever before to reach and engage customers and prospects. But emerging channels – like mobile and social channels – are highly personal. Marketers that continue to use a "marketing as usual" approach to push untargeted and unwanted communications will be tuned out. Today's marketing organisation is struggling to adapt to several major realities:

• Marketing channels are evolving at an unprecedented pace: as mass advertising, traditional outbound direct channels and traditional “push” strategies in general decline in effectiveness, it is more and more difficult for marketers to have an impact
• Virtually every marketing channel is becoming more addressable: we are moving toward a time in which nearly all marketing channels will support targeted or individualised communication with customers; customers expect messages targeted more to their needs, not to their neighbour’s
• Customers are increasingly in control: customers today are moving between a variety of online and offline channels several times before making a buying decision. For commodity purchases, they’ll buy wherever is most convenient at the moment

To adapt effectively to the challenges posed by this changing landscape, marketers need to shift away traditional marketing approaches and adopt "interactive marketing," defined as:  The practice of engaging each customer and prospect in an interactive dialog that builds on past and current behaviour.

Solution Overview

Unica's Interactive Marketing solution is a complete set of capabilities for marketers seeking to make this shift to interactive marketing and conquer the inbound-outbound, online-offline, anytime-real-time world in which we live. These capabilities enable marketers to meet the four fundamental requirements to engage in interactive marketing:

• Customer awareness: the key to listening is the ability to capture what a buyer is saying – both explicitly and implicitly – and to process that information to determine what to say next.  Unica’s solution gives marketers the ability to leverage each customer’s profile, online and offline behavioural history, and present situation to identify actionable customer insights, alerting marketers to potential customer opportunities and predicting marketing outcomes
• Centralized decisioning: Unica’s centralized decisioning capabilities provide a marketing “brain” that drives consistency while determining the best next communication for each customer, providing a personalised experience across both inbound and outbound channels
• Cross-channel execution: to keep up with today’s consumers, marketers need to communicate through all channels with equal ease, and manage conversations that continue through as many interactions as necessary; Unica gives them the tools to do this
• Integrated Marketing Operations: making interactive marketing work requires managing multiple “moving parts” and smooth collaboration across many disparate groups throughout the marketing organisation; Unica’s solution makes marketing operations an integrated part of the way marketers work

Solution Benefits

With Unica, marketers can embrace and adopt interactive marketing, enabling them to:

• Build better relationships with customers by engaging them in ongoing, responsive dialogues, rather than just blasting them with messages
• Improve marketing results by more quickly gaining key insights into customers and prospects and acting on them
• Increase the accountability of marketing investments by more closely tying each individual marketing initiative to end results
• Reduce costs by improving and automating many marketing processes and reducing waste through better visibility into and management of marketing activities

Unica's Interactive Marketing solution turns your passion for marketing into business success.