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.