Customer activation and marketing automation: inspiration and feedback

A growing need for Marketing Automation

Today, the digital expectations of customers are constantly increasing. Plus, the health crisis accelerated the interest in marketing automation solutions that allow maintaining and even improving remote customer relationships, thanks to a fine-grained personalization of contact and content adapted to the customers’ preferences.

Marketing automation responds to the new expectations of customers in all sectors, i.e. to have immediate access to all offers and services remotely, offering omnichannel capabilities and benefiting from the capture of trends and the automatic adaptation of the responses based on customer profile and behaviour.

Thus, by analysing user behaviour and segmenting data into profiles, it is possible to reconcile automation and personalisation. The objective is to serve the greatest number of people by defining relevant personae based on recurring patterns.

Therefore, Colombus Consulting, in partnership with Actito, offers you feedback enriched by the testimonies of Retraites Populaires and Damart on the objectives and stakes of their projects, their practical implementations, the results obtained, and the next steps ahead. This white paper summarises these experiences to draw its main lessons and thus enable you to move forward as easily and efficiently as possible in your marketing automation ambitions.

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