MSG Team's other articles

10023 Inventory Migration – Meaning, its need and importance

The need for Inventory Migration from one warehouse to another warehouse does not come about very often in Supply Chain Operations. However, sometimes the business demands necessitate a change of warehousing location, setting up a new location or even a change of business model. The occasion and need for an inventory migration can come about […]

10325 Measuring the Financial Benefits of a Six Sigma Project

The final step in the metrics is to measure the financial benefits that are accruing to the firm because of the Six Sigma project being undertaken. This is important and is also an area of concern. Most criticisms of Six Sigma say that the benefits that are presented in such analysis are incorrect and actually […]

12740 What is China Plus Strategy and Why it Can Become a Game Changer for the Indian Economy?

How, China Known as the Factory of the World Is Losing Its Seen Due To the China plus Strategy China is known as the “factory of the world”. This is because it is the world leader in hosting manufacturing plants of Western multinationals, who have moved their offshore production facilities since the 1970s there, attracted […]

9276 Factors affecting Inventory Operations

Inventory management operations are increasingly being outsourced to third party service providers, thereby ensuring that the investments and costs in managing the inventories are reduced. This is a welcome trend provided the companies focus on overseeing and reviewing both inventory management as well as inventory operations periodically to ensure proper controls are maintained and processes […]

12317 Aligning all Processes – Importance and Challenges

Now, since we know about the different types of processes that an organization has, it is essential that we understand that these are just the pieces of the puzzle. How these pieces fit together is what creates a masterpiece or an average organization. However, understanding the components has given us a clear idea of what […]

Search with tags

  • No tags available.

Introduction

Enterprise marketing automation is part of customer relationship management module. Enterprise marketing automation can also be an independent software installed by the company. The main function of the enterprise marketing automation module is to run different marketing programs in the organization. The enterprise marketing automation module also helps the given organization develop a business plan.

An enterprise feeds from the customer data which is maintained by the company. Therefore, the module helps the company to maintain, manage and filter customer-related information.

When a company decides to start a marketing campaign for a particular product than the enterprise marketing automation tool provides the company a short list of customer who could be interested in the product. This filtration of customer is done based on customer segmentation.

Customer Segmentation

Customer segmentation is an important parameter to consider when designing marketing campaigns. Customer segmentation technique splits the customer on various parameters. If the marketing campaign satisfies those customer parameters, then, enterprise marketing automation tool will provide their list.

Parameters considered for customer segmentation are as follows:

  • Homogeneity within a particular customer segment.
  • Heterogeneity across different industry and customer segment.
  • Customer should respond in an identical manner to a particular marketing campaign.
  • Customer should be reachable through the marketing campaign.
  • Organization should be able to create a marketing strategy for the group.

Segmentation Strategy

An organization looks to target a particular segment for following reason:

  • Organizations are better able to understand and satisfy needs of the customer.
  • Organizations are able to generate higher profits through segmentation.
  • Segmentation provides a great opportunity of growth.
  • Segmentation can create a long and fruitful customer relationship.
  • Segmentation can lead to higher market share.

However, to devise a successful segmentation strategy is difficult. Organizations typically run into challenges around selection of variables to define segment. There is also a difficulty in identifying correct algorithms for segmentation.

Components of Enterprise Marketing Automation

There are about five components of enterprise marketing automation. They are as follows:

  1. Promotions: These are the activities undertaken by organization to increase their sales. Promotions can be categorized as cross selling or up selling. In cross selling, customers are offered similar products to one they have already bought. The aim of cross selling is to satisfy all the customer requirements. In up selling customer are offered expensive product as well as an upgrade to the existing products. Up selling is more profitable, and it is in top up of existing sale.

  2. Event Based Marketing: This involves registering customers for seminar and in case web cast via the Internet. Companies look forward to sponsoring events and include their products as part of the marketing event.

  3. Loyalty and Loyalty Programs: Loyalty is defined as continued commitment of a customer to a particular product, brand or organization. Customer tends to maintain their loyalty if companies provide value to them and/or it is much expensive to change product brand or organization.

  4. Partner Management: It is a marketing campaign organization joins hands to promote their and partner’s products. This could also be referred to as joint promotion.

  5. Response Management: This gives flexibility in marketing campaigns based upon the initial reaction from the customer. It is a response management in real time.

Article Written by

MSG Team

An insightful writer passionate about sharing expertise, trends, and tips, dedicated to inspiring and informing readers through engaging and thoughtful content.

Leave a reply

Your email address will not be published. Required fields are marked *

Related Articles

Components of Commercial Value Chain

MSG Team

The Changing Face of Business Environment

MSG Team