Rich content, omnichannel experience vital to turbocharge marketing campaign

It is vital to build meaningful connections with customers at every step of their journey and enable conversations across messaging, voice or email with unmatched scalability, deliverability, and cost-effectiveness, said Ankur Agrawal, Senior Vice President, IP Messaging, Sinch, a communication platform as a service (CPaaS) provider.

Sharing the 10 commandments aimed at turbocharging marketing campaigns to benefit brands, Agarwal emphasized that Sinch provides brands with the right tools and products, but success ultimately hinges on the brand's ability to leverage this potential to their advantage. He also highlighted key takeaways and learnings from ten successful cases, where brands achieved remarkable campaign success. Across these cases, brands experienced significant results including a 20-30% increase in revenue, a 20-50% reduction in costs, and a threefold growth in the Net Promoter Score (NPS).

Some of the commandments shared at the session included ideas like “Thou shall not deprive them of omnichannel - Omnichannel integrates all channels for a seamless customer experience and puts the customer at the centre to allow consistency, data-driven insights, improved ROI, enhanced product discovery experiences and supercharged sales.” “Thou shall grow engagement with rich content. If there is rich content, the engagement is higher, there is no doubt about that.” “Thou shall strive to live by insights”

Taking the example of WhatsApp to explain how it evolved in rich content driving experience, Agrawal said, “It started with images, then offered videos, then document support came in, followed by multi-product & catalogue, coupon code and now it is carousel, where you can have multiple images in one shot. The richness of content is increasing day-by-day, and it is up to the brand how they want to harness the potential of this rich content in their existing campaign.”

According to Agrawal, there is no use chasing your target audience without truly knowing what they really want. “With changing customer preferences and a swarm of competitors, make the most of analytics and insights,” he said, adding that Sinch provides this service to brands as it analyses how the campaign is performing across multiple channels. He spoke about building meaningful connections with customers across every touchpoint and leveraging its CPaaS platform for omni-channel conversations.

He also said that platforms help in crafting a customer journey that resonates and engages at every step; prioritizing data security and privacy in an age of heightened awareness and harnesses the power of a unified reporting dashboard to maximize ROI.