{"id":2553,"date":"2020-11-18T17:36:25","date_gmt":"2020-11-18T17:36:25","guid":{"rendered":"http:\/\/goldstarmedia.biz\/2020\/11\/18\/solving-the-challenge-of-creating-connected-experiences-through-our-extensible-platform\/"},"modified":"2025-05-07T19:35:02","modified_gmt":"2025-05-07T19:35:02","slug":"solving-the-challenge-of-creating-connected-experiences-through-our-extensible-platform","status":"publish","type":"post","link":"https:\/\/goldstarmedia.biz\/?p=2553","title":{"rendered":"Solving the Challenge of Creating Connected Experiences through our Extensible Platform"},"content":{"rendered":"
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Solving the Challenge of Creating Connected Experiences through our Extensible Platform<\/h3>\n<\/div>\n<\/div>\n<\/div>\n
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Today\u2019s consumers expect seamless, personalized customer experiences\u00a0when interacting with brands online.\u00a0<\/strong>As marketers, we hear and likely use this phrase often. And many of us have the same goal: to not only meet,\u00a0but\u00a0exceed,<\/em>\u00a0these expectations. Over the last few years, brands have increasingly been competing\u00a0against one another to create the most enjoyable and seamless\u00a0customer experience \u2013 and the onset\u00a0of\u00a0COVID-19 has only amplified this.<\/p>\n

In the face of an overwhelming, unprecedented situation in which everything you once knew about your customer becomes obsolete, how do you continue to create effortless and contextually relevant experiences?<\/p>\n

The Answer\u2026<\/strong><\/p>\n

Marketers need an intelligent platform that picks up on consumer behavior changes and enables them to engage with customers in\u00a0new ways. A platform that allows marketers to leverage real-time data and content when it is needed, to ensure marketing messages are always relevant\u00a0at the time of open \u2013\u00a0and to adapt\u00a0to where the customer is in their buyer journey, and reflect their changing behaviors.<\/p>\n

An\u00a0extensible<\/strong>\u00a0marketing platform is the key to success in delivering meaningful, relevant, and connected customer experiences across all digital channels.<\/p>\n

Definition: What \u201cExtensibility\u201d Actually Means in a Marketing Platform<\/h3>\n

Extensibility<\/strong>\u00a0is the potential to expand the impact of a digital marketing platform by adding more data sources and functional features. Technologies that are extensible at their core, like Selligent Marketing Cloud, will easily connect to any other solution and combine data from\u00a0various sources to make that data actionable for users across an organization.<\/p>\n

Many solutions claim\u00a0to be \u201copen and flexible.\u201d\u00a0But research contradicts this. Ascend2<\/a> recently conducted research among B2B and B2C marketers to understand their biggest challenges and priorities when it comes to marketing technology. Research found that\u00a0integrating disparate tools is the number-one barrier to marketing technology success.\u00a0The marketing research firm\u00a0also found that\u00a038%<\/a>\u00a0of respondents prioritize technologies that integrate with tools already in their\u00a0marketing\u00a0stack.<\/p>\n

What does this mean for marketing technologies? Well, it goes without saying that there is\u00a0no one-size-fits-all\u00a0MarTech\u00a0stack,\u00a0as needs will always vary across businesses.\u00a0But the common thread is that marketers choose tools that play nicely together.\u00a0A well-connected tech stack will enable brands to deliver connected data-driven customer experiences\u00a0more easily,\u00a0more quickly, and at less cost.<\/p>\n

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The (e)X Factor<\/h3>\n

Selligent\u00a0Marketing Cloud\u2019s open architecture and flexible data model allows marketers to focus more on strategy and worry less about technical integrations. It boils down to two things: configuration and control.<\/p>\n

Put simply,\u00a0Selligent\u2019s\u00a0open architecture enables marketers to\u00a0seamlessly integrate third-party systems and data into our platform, extending the number of applications and data sources available to\u00a0them. On\u00a0a more granular level,\u00a0Selligent\u00a0leverages APIs and connectors to connect to other tools, for frictionless synchronization of key information to make marketing more personal<\/em><\/strong>. Our API and pre-built connectors support rapid data integration, enabling marketers to activate it and drive messaging with the level of personalization and relevance today\u2019s consumers expect from brands.<\/p>\n

Via our open and flexible data layer, marketers have the ability to modify their data schema and manipulate their data however they choose. There are no predefined or restrictive data models, meaning the model can be designed specifically to match your priority use cases. As programs evolve, users can amend the existing data model, modify\u00a0import\u00a0and export processes, and expand to incorporate new data, albeit ad hoc or recurring imports, to adapt and enhance existing contact strategies.\u00a0Selligent\u00a0fully empowers marketers\u00a0to manage and activate their data.<\/p>\n

In today\u2019s ever-changing digital marketing landscape, it is increasingly important to have a marketing platform that allows you to adapt as your needs evolve. Truly extensible technologies continue to provide added value by seamlessly integrating new channels and apps, while\u00a0also\u00a0growing\u00a0alongside clients\u2019 needs.\u00a0Selligent\u00a0offers out-of-the-box connectors to a variety of e-commerce, CRM, mobile, and display partners, enabling rapid setup and integration with leading technologies. Because our technology was designed with the marketer in mind, configuration of connectors is simple, and synchronization and customization is defined by the user. If a connector is required but not yet offered, the flexibility of our solution allows our team to create customizable integrations using our native custom components rapidly.\u00a0Selligent\u2019s adaptable data integration approach connects all aspects of your data ecosystem to\u00a0optimize your results through data-driven\u00a0cross-channel\u00a0customer engagement.<\/p>\n

Practice: 2 Applications<\/h3>\n

The numerous\u00a0devices and platforms where consumer touchpoints occur can make providing seamless omnichannel customer experiences more challenging.\u00a0But making sure you have\u00a0a\u00a0strong\u00a0cross-channel\u00a0strategy is\u00a0more important\u00a0now\u00a0than ever. Doing so requires a tech stack that is optimized for cross-platform data integration, a 360-degree view of your customer, and Machine Learning and Artificial Intelligence-based automation to deliver personalized content and offers.<\/p>\n

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1)\u00a0\u00a0\u00a0 <\/strong>360-Degree Customer View<\/strong><\/p>\n

In this world of hyper-personalized marketing, consumer data is the fuel for achieving previously impossible levels of consumer-centric engagement. However, with so much data being generated today, it is imperative to have a marketing platform that can filter, analyze, and make customer data relevant and actionable in journeys, in real-time.<\/p>\n

Selligent\u00a0synthesizes all consumer data and creates a rich universal profile for every consumer \u2013 both known customers and anonymous visitors. These profiles store the behaviors, preferences, and actions of\u00a0each individual. Selligent\u00a0automatically captures interactions and customer signals (aka events) from all consumer engagement channels to enrich these profiles and provide marketers with a 360-degree view of customers.<\/p>\n

As consumer behavior has shifted in response to the pandemic, universal consumer profile data is more important than ever. The ability to measure, analyze, and extract valuable insights about consumer behavior\u00a0in order to\u00a0adapt messaging and targeting approaches is key to continuing to create relevant omnichannel customer journeys. Not only does a holistic view of all your consumer data enable you to identify shifts in behavior and preferences, but it helps to improve overall understanding of consumers so you can better engage them and deliver personalization at scale.<\/p>\n

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2)\u00a0\u00a0\u00a0 <\/strong>Intelligent Optimization<\/strong><\/p>\n

To drive smart omnichannel activities and really make an impact, it\u2019s necessary to have Artificial Intelligence (AI) functionality that is natively integrated into a marketing cloud platform, encompassing all functionality from data capture, to journey design, to execution and smart automation.<\/p>\n

This is the reality of\u00a0Selligent\u00a0Marketing Cloud\u2019s AI capabilities. Our\u00a0natively built\u00a0AI engine enables marketers to apply data science that combines consumer profiles, behavioral and demographic data, and business logic to deliver highly relevant, personalized marketing\u00a0and omnichannel customer experiences in real-time.\u00a0Selligent\u00a0Cortex AI ensures data is processed in real-time to anticipate the needs of visitors and better engage them with both precision and relevance.<\/p>\n

To drive powerful AI and Machine Learning (ML) activities, it is essential to leverage data from all consumer engagement channels. Selligent Cortex AI plugs into rich data from universal profiles to personalize content and offers, achieve laser-focused audience segmentation, and choose the perfect time and touchpoint for\u00a0messaging.<\/p>\n

The truth is, marketers need AI to attain hyper-personalization and connect with consumers to provide an exceptional experience for every single customer, across all channels. As a living, breathing part of the platform, Selligent Cortex AI makes use of all\u00a0consumer data available and analyzes it in real-time to create unique experiences for\u00a0each individual.<\/p>\n

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Conclusion<\/h3>\n

Marketing automation platforms provide more value than ever before \u2013 both to marketers and consumers. From a\u00a0marketer\u2019s\u00a0perspective, extensible technologies like\u00a0Selligent\u00a0Marketing Cloud\u00a0will enable\u00a0them\u00a0to\u00a0anticipate the needs\u00a0of consumers\u00a0and\u00a0take action to\u00a0exceed their\u00a0expectations.\u00a0For consumers, extensible marketing platforms create relevant, helpful, and connected omnichannel experiences\u00a0that will help them find the product or service\u00a0they are looking\u00a0for more quickly and easily.<\/p>\n

Want to learn more?<\/strong><\/p>\n

Now that you know more about Selligent Marketing Cloud\u2019s extensible technology, watch this short video on \u201cSolving the Challenge of Creating Connected Experiences\u201d<\/a><\/em> to see it in action. Together, let\u2019s make marketing personal.<\/em><\/strong><\/p>\n