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Interactive Marketing
Engage your audience in cross-channel dialogues
that build on past and current behavior
It’s a heady time to be a marketer. You face constant change but also have unprecedented opportunities to reach and engage your buyers. To succeed, you must adapt your marketing to major new realities:
- Marketing channels are evolving at a breakneck pace: as, traditional and “push” strategies decline in effectiveness, it is increasingly difficult to make an impact
- Virtually every marketing channel is more addressable: nearly all marketing channels – particularly emerging mobile and social channels -- enable individualized communication. Your buyers expect messages and content that are relevant to their needs – don’t waste the 10 seconds that you have to make an impact
- Your customers are increasingly in control: customers can move rapidly between a variety of online and offline channels numerous times before making a buying decision, shifting the balance of power in their favor
To adapt to this changing landscape, you need to shift away from traditional marketing approaches and adopt "interactive marketing,"-- what Unica defines as the practice of engaging each customer and prospect in an interactive dialogue that builds on past and current behavior.
Learn how Unica’s approach to Interactive Marketing can help you engage your customers in meaningful cross-channel dialogues.
Unica's Interactive Marketing solution is a complete set of capabilities you can use to engage in newly personal, relevant marketing to conquer today’s inbound-outbound, online-offline, anytime, real-time world. Unica’s solution delivers on four fundamentals that power interactive marketing:
- Awareness: listening is the key that unlocks understanding what your buyer is saying – explicitly and implicitly – and to figure out what to say next. Unica’s solution helps you leverage the comprehensive data that you have to identify actionable opportunities and predict marketing outcomes
- Decisioning: Imagine having a marketing “brain” that drives consistency while determining the best message and content to extend to each individual regardless of channel. The result? A truly personalized experience across inbound and outbound channels that continues from one interaction to the next.
- Cross-channel execution: to keep up with today’s savvy buyer, you need to communicate with equal ease across all channels, and manage conversations that continue through many interactions; Unica’s solutions enable you to do just that.
- Integrated Marketing Operations: In order for interactive marketing to achieve its promise, you must manage many “moving parts” and collaborate smoothly across disparate groups throughout your organization; Unica’s solution makes marketing operations an integral part of your process
With Unica, you can put the power of interactive marketing to work:
- Build better relationships with your buyers by engaging them in relevant, ongoing, responsive dialogs, rather than just blasting them with one-size-fits-all messages
- Improve marketing results by quickly gaining key insights into your customers and prospects and acting on them
- Increase the accountability of marketing investments by closely tying your marketing initiatives to bottom line results
- Reduce costs by improving and automating your marketing processes and reducing waste through better visibility into and management of your marketing activities
Unica's Interactive Marketing solution turns your passion for marketing into business success.
READ
Unica leads the pack in Multichannel Campaign Management, excelling in market visibility, high market penetration, strong market momentum and strategic vision.
The Forrester Wave™: Cross-Channel Campaign Management, Q4 2009
Unica’s leadership in optimization, cross-channel program integration, and data management capabilities drove another top ranking.
WATCH
Bridge the Online-Offline Gap for Improved Marketing Effectiveness
Suresh Vittal, Forrester Vice President & Principal Analyst, Forrester Research, and Alan Bunce, Product Director, Unica Corporation discuss how you can improve customer experience and marketing effectiveness.
Achieving Interactive Marketing Success
Shar VanBoskirk, Vice President & Principal Analyst, Forrester Research, Discover how marketers can improve results by better integrating the wealth of insight found in visitor behavior data with systems for email, site content, and other online marketing channels. Join us to learn about:
Integrating Online and Offline Marketing - Directions Included
Speakers: Mary Beth Kemp, Forrester Research and Jay Henderson, Unica Corporation
As a consumer, where do you start when you look for a new product or service? Chances are, you start your research online. But at some stage, you pick up the phone, walk into a store or read an advertisement as well.
Your customers are no different. Research shows that over 50% of consumers start online but use a variety of online and offline channels during their buying process. However, most organizations are not able to deal with this reality. They can't interact with customers consistently across all channels or move them smoothly through a multi-channel buying cycle.
Through one interface, analyze visitor behavior and immediately design and deliver more effective email and website personalization
Unica Enterprise is the industry-leading on premise software suite marketers rely on to increase revenues and improve the efficiency and measurability of their marketing activities, providing web and customer analytics, offline and online demand generation, and marketing resource management
