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Tagging tech for a smoother omnichannel experience

Posted by pakin On June - 20 - 2016

Tealium focuses on enabling business to drive better real-time interactions with customers

WITH THE omnichannel trend growing rapidly in the digital marketing industry, much of the focus has switched to the open Web experience while exploring expansion into mobile apps and a better shopping experience.

Omnichannel aims to provide the customer with a seamless process, whether shopping online from a desktop or mobile device, by phone or in a store.

However, since mobile traffic has surpassed its desktop counterpart in Thailand over the last two years, optimising for mobile has become one of the market’s key concerns.

Andy Clark, general manager, Asia Pacific Japan, of tag management provider Tealium, said that as there is a stronger omnichannel play, companies are more keen to drive optimisation across both customer acquisition and cross/up sell.

A tag management system (TMS) makes its easy to manage the implementation of digital marketing technology solutions. Tag management also serves as a foundation for driving better omnichannel experiences.

Tealium’s core focus across the globe this year is on enabling business, across industries, to drive better realtime interactions with their customers.

“As our customers and partners mature in their digital journey, we want to enable them to leapfrog the challenges of managing disjointed platforms and focus on the important things – driving customer engagement, revenue and process optimisation.

“We will continue to invest in strengthening our business in Austalia and New Zealand, Japan, and increasingly, in Southeast Asia – including Singapore, Hong Kong, the Philippines, Myanmar and Thailand,” said Clark.

Tealium believes that it is not one technology, but the multiple technologies and vendors that organisations are using that are causing the disruption – not just distracting marketers from their core brand responsibilities, but also fragmenting the customer view.

With a customer data platform like Tealium’s, marketers have the ability to unify those fragmented data sources and push towards the centre to drive totality of a visitor or customer. From there, it becomes much easier to create a better, more compelling experience across all channels.

Today’s consumers are expecting brands to understand them and engage them with them based on who they are, wherever they are – and it’s the brands that are leveraging data to create personalixed, onetoone communications that will win over those consumers.

The key service from Tealium is Customer Data Platform (CDP), which combines three core products: the leading enterprise tag management solution, Tealium iQ; an omnichannel customer segmentation and action engine, Tealium AudienceStream; and a suite of rich data services, Tealium DataAccess.

Tealium’s CDP enables organisations to unlock customer data trapped in siloed marketing systems, build a unified customer view, and take realtime action.

Tealium sees the new era of realtime customer engagement as being both agile in responding to customer needs, and driving deeper customer relationships based on a more comprehensive understanding of that customer. This includes being fully aware of bounce rates, having patience in specific environments, and having the capabilities in place to adapt quickly.

In recent years, tag management systems have rapidly evolved to become a key foundation for data management and enrichment. Leveraging tag management, marketers can build a single source of truth for creating comprehensive, unified customer profiles – which can then be used to drive more timely and relevant omnichannel experiences.

Tag management benefits digital marketers in a number of ways, including accelerating campaign timetomarket, meaning marketers can launch more revenuegenerating campaigns faster and easier; and leveraging bestinclass solutions with the ability to quickly and easily test new vendors and use the applications that best fit evolving business requirements.

It is also improving website performance through intelligent tag loading and superior architecture; reducing costs by freeing up valuable marketing and IT resources for other strategic projects; and standardising data, ensuring all vendors are using the same data definitions to ensure consistent, accurate customer engagement.

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