It seems almost everyone in marketing is talking about a ‘360-degree view’ of the customer at the moment. It’s a phrase that has come to represent a truly comprehensive customer journey.
But what does it really look like to have the fabled 360-degree view?
Going beyond the buzz phrase, a 360-degree view means the ability to track the user journey across the various different mediums they might engage in.
With businesses now relying on an increasingly diverse set of systems and channels just to operate, there is always going to be at-risk customers who will be lost in the digital cracks.
Data from social media can become siloed from your Marketing Automation data, while your CRM information might not cooperate with your email marketing analytics.
This is a problem that is further exacerbated when you look at potential customers.
Content management systems (CMS) offer a way for marketers to synthesise all of this valuable consumer data in one place.
But traditional CMSs bring with them some limitations. For example, some systems can be inflexible in their offerings to marketers.
With Progress’s Sitefinity, marketers are given an omni-channel control center with deep integration of Microsoft Azure.
Sitefinity allows marketers to create a detailed profile of groups of users to help consolidate information on a user.
With pressure on marketers to protect customer privacy continually mounting, the system even allows users to build the profile of an anonymous lead.
Additionally, the online behaviour tracking technology allows marketers to look at the broad spectrum of customer interactions on a website – whether that be page views or downloads – to attribute the activity of a user to a particular section of a sales funnel.
Beyond the website, Sitefinity also enables users to integrate data from across the various different corners of the internet through connections into Marketo, Elequa and Hubspot.
Did someone say something about a 360-degree view?
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]