SAP Emarsys Customer Engagement – 7 frequently asked questions
The dynamic growth of the e-commerce market has revolutionized the way we shop. Today’s consumers have many choices of both the product itself and where to buy it, and the constantly evolving online services allow them to compare offers from different retailers.
The coexistence of e-commerce with traditional sales channels is a major challenge for companies in the consumer goods sector. Following the ROPO strategy is still a common market practice. ROPO effect is an acronym for Research Online, Purchase Offline approach, and refers to searching for information, reviews and product prices online, while the transaction itself is usually carried out in a traditional way. The Reverse-ROPO effect, also known as SOPO (See Offline, Purchase Online), mainly benefits the e-commerce industry. This approach is associated with collecting information and comparing the assortment in retail stores to finally buy the product online.
Therefore, marketing, sales, and customer service specialists must offer buyers a unique experience across all brand touchpoints, both online and offline, to keep them engaged and gain a competitive advantage. SAP Emarsys Customer Engagement, a new tool in SAP’s product portfolio, helps unify the marketing narrative and create personalized communication.
What is SAP Emarsys Customer Engagement?
The development of modern e-commerce and changing consumer habits has led advertising specialists to combine online and offline channels, implement omnichannel strategy and apply solutions that enable its execution. One of the tools that help increase conversion rates by aligning offers with audience preferences is SAP Emarsys Customer Engagement – a truly integrated marketing platform designed to strengthen customer engagement and build personalized campaigns on a large scale. SAP Emarsys is deployed in the cloud and is available as a software as a service (SaaS), allowing users to use the solution on any device and web browser.
Why did SAP acquire Emarys and how does the new solution strengthen the SAP Customer Experience product portfolio?
The decision to acquire Emarsys by SAP was officially announced during SAP Customer Experience Live 2020 virtual conference, which led to debate about the future of SAP Customer Experience product family and the direction in which both tools addressed to representatives of marketing departments – well-known SAP Marketing and new one – SAP Emarsys – will be developed. Today, we can tell a lot more about the latest acquisition of the a global provider of enterprise software. SAP has enriched its portfolio with a new solution targeted mainly at B2C enterprises, which does not mean, however, that companies focused on B2B sales will not benefit from a wide range of features for automating operations offered by this tool.
What are the key features of SAP Emarsys Customer Engagement?
Of the many benefits that Emarsys offers to marketing and sales professionals, it’s worth pointing out the intuitive and easy-to-use tool for designing e-mail marketing campaigns and creating personalized messages based on customer data previously obtained from e-commerce platforms and other contact channels. Personalization means that marketers address their communication only to a predefined target group and create an advertising message with an offer precisely tailored to the audience profile. Additionally, with access to built-in analytics and by using AI-powered insights, marketing and sales professionals can better understand customer needs, increase conversion rates and generate more revenue.
In which industries and which enterprises will this solution work?
The founders of Emarsys, while defining the profile of a company which will benefit most from the capabilities offered by this tool, specified such criteria as: running a B2B company, long-standing presence on the e-commerce market, implementing a sales strategy aimed at increasing the repeat purchase. The above description, however, should be treated as an ideal customer profile, because the catalog of Emarsys features goes far beyond the capabilities of software addressed exclusively to the retail companies. Marketing and sales professionals in all industries can benefit from built-in tools designed to consolidate data to create a unified customer view, increase average order value and manage the entire customer lifecycle.
What business benefits does SAP Emarsys Customer Engagement provide?
Aside from a wide range of features that make it easier to plan marketing campaigns and monitor performance, SAP Emarsys brings another significant advantage – complete independence from IT department and data analyst support. The marketing platform provides access to built-in analytics that enable finding revenue growth opportunities, and artificial intelligence mechanisms allow predicting future customer behavior. Consolidation of demographic data, purchase history and information about all interactions with the brand will facilitate the daily work of marketing and sales specialists who, based on a unified profile of each customer, can personalize message content, recommend selected products or estimate the chance of a successful sales outcome.
What omnichannel marketing automation capabilities does Emarsys offer?
Built-in marketing strategies and so-called tactics – ready-made scenarios that meet specific sales goals – are a major asset for users looking to save time planning and executing campaigns. Fully customizable tactics powered by artificial intelligence provide valuable insights to achieve business goals faster and run large-scale ads.
What business software, e-commerce platforms and applications can Emarsys be integrated with?
SAP Emarsys Customer Engagement software can be easily integrated with the company’s IT infrastructure and with external tools offered by other providers, such as Magento, Shopify Plus, or Salesforce Commerce Cloud. If you want to achieve measurable business results and improve collaboration between marketing and sales representatives, you can integrate SAP Emarsys with SAP Sales Cloud, SAP Commerce Cloud, SAP Customer Data Cloud and other solutions from the SAP product portfolio. Additionally, it’s possible to combine data from SAP Emarsys with analytical data from Google Analytics to monitor the effectiveness of your advertising operations and verify what interest, traffic, or revenue was generated by an e-mail marketing campaign for your online store.
- On 13/04/2022