HCL Unica Spring 2022 Release – Drive Campaign Management Efficiencies
Published: April 08, 2022
HCL Unica marketing automation platform released its spring 2022 update to Unica 12.1.3. According to Unica, this update enables delivery of personalised engagements, that are easily built, customized, and executed.
Unica is a fully integrated cloud-native enterprise marketing automation platform for precision marketing at scale. Unica 12.1.3 is also available as a full-time SaaS offering to customers through SoFy, the HCL Software FactorY—in addition to cloud and on-premises deployment options.
Raj Iyer, senior vice president of product management at HCL Technologies, stated, "Our goal at HCL Unica is to continue to deliver innovation that helps marketers achieve their objectives more easily and quickly. This release contributes to that mission by making it easier to create personalised consumer engagements while adhering to privacy and compliance standards."
The key features of this update are:
- industry-specific journey templates,
- real-time channel insights and playback,
- elevated digital messaging,
- omnichannel consent management,
- and secure deployment options with enhanced encryption.
Our Point of View:
The recent enhancements to Unica allow for greater control over planning and personalization of campaigns. While Unica included five major features in this release, we think three of them will bring significant efficiencies to the campaign management process:
- Omnichannel Consent Management
- Ready-to-use Journey Templates
- Elevated Digital Messaging
On one hand customers love personalized communication. On the another, they worry about how securely brands process and use their personal data. Historically, marketers have struggled to balance effective targeting and privacy restrictions. For every campaign.
HCL UNICA Omnichannel Consent Management feature lets audience’s consent and preferences be saved and reused, in successive campaigns targeting the same segments. And use them on websites and emails, and on every other channel of communication with customers.
We expect customer journeys to replace conventional batch campaigns. We already see this trend in the marketing automation industry. HCL had tried to address this by introducing industry specific journey templates in its earlier release. But it wasn’t comprehensive. The addition of more templates in this release is a demonstration of HCL’s intent in this area.
Marketers in need ready-to-use journey templates for their industries and objectives will welcome this update. And keep the faith of more in the forthcoming releases. Notably journey templates now come with configurable masking and validation of PI data.
Multi-geo, multi-brand marketers are hard pushed to optimize available channel capacity with brand-wise audience preferences and region-wise governance guidelines.
We expect the Elevated Digital Messaging feature to help utilize limited of marketing resources more efficiently. And increase customer relevance. Hopefully, the happy consequence is a lower un-subscription rate and improved campaign response.
Get Marketing bites delivered to your inbox. Every Friday.
Be the first one to comment.