Ask the most successful brand marketers you know, and they’ll tell you that personalized omnichannel customer engagement is the cornerstone of a winning marketing strategy. Not because it’s the easiest and most effortless pursuit, but because it’s essential. It’s essential for satisfying customer expectations and producing the measurable business results today’s marketing teams are responsible for delivering. 

In other words, customers expect personalized omnichannel marketing and businesses demand it.

Now, ask anyone at SAP Emarsys why we continue to innovate and never settle when it comes to producing a true omnichannel customer engagement platform that helps our clients deliver real-time 1:1 personalization at scale across all channels… the answer is the same: it’s essential. For our clients to succeed, it is critical that our customer engagement solution enables them to easily build sophisticated, personalized campaigns and effortlessly deploy them across all channels in real time.

We believe our recognition as a Leader in the 2022 Gartner® Magic Quadrant™ for Personalization Engines — for a fourth year in a row — confirms we’re succeeding on our mission to empower marketers around the world to create truly personalized omnichannel experiences that deliver business outcomes.

So what sets SAP Emarsys personalization apart? Here are five reasons why our personalization engine helps brands drive 1:1 omnichannel customer engagement and accelerate business results, and why we believe we’ve earned our spot in the distinguished Leaders quadrant.

Privacy-Compliant, Fully-Unified Data

Data is vital to marketers. It’s what enables them to deliver sophisticated personalized communications. However, data is also one of the most pressing challenges marketers face — how do you consolidate and unify it? And how do you manage and store it in a way that protects customers’ privacy and is compliant with industry regulations like GDPR, PDPA, CCPA, and others?

One of the ways SAP Emarsys empowers marketers is by helping them overcome one of their biggest hurdles — consolidating data. We bring together product, sales, and customer data into a single platform, giving marketers a unified view of their customer. With this holistic customer view, you can understand them as individuals, allowing you to tailor each message to be relevant to their interests, needs, and where they’re at in the customer lifecycle. 

Customer Engagement with Predictive Intelligence

It’s hard to provide relevant content to customers if you’re marketing to them after the fact. For example, a limited time promo offer after they browsed and left your site, recommending an item after they already bought it, etc. This kind of delayed, reactive marketing often ends up being ineffective, if not annoying to your customer. 

Conversely, the most meaningful 1:1 communications happen in the moment. True personalization requires real-time engagement so you never miss an opportunity to create a connection with a customer. You also need to understand your customer so deeply that you can predict their next move. This is where AI makes a huge impact. 

Part of what makes personalized customer engagement with SAP Emarsys so effective is our built-in, predictive AI. ​​Our AI not only provides predictive product recommendations tailored to individuals, but it also drives segmentation to better target leads based on past or expected behavior. The result is that more of the right message gets to the right customer, at the right time. 

Personalize Everywhere With Ease

It’s not enough to personalize your communications on one or two key channels. Customers engage with brands across any and all channels, whichever they prefer, with the expectation for a seamless experience. If your personalization isn’t consistent across all your channels, the experience doesn’t feel tailored to the individual. 

However, instead of having to build personalized campaigns over and over again for each and every channel, the SAP Emarsys Customer Engagement Solution allows you to build personalized content once, then easily apply it across every channel. Choose and launch pre-built automation templates, or use them as a starting point for creating more complex customer journeys. You can further customize templates with personalization using drag and drop tokens, ensuring every message is relevant and resonates. With SAP Emarsys, you can personalize everywhere with ease. 

Make an Impact with Revenue-Driving Recommendations

Basic product recommendations based on items that are similar or most popular can be a good starting point if you’re looking to increase purchases. The problem is, these kinds of recommendations aren’t exactly personalized — they could be offered to anyone, and thus, not everyone will be particularly inspired by these suggested items. 

So if you want to drive more revenue, tailor your recommendations to the individual customer using the most specific information you have available. With SAP Emarsys, our personalization engine goes beyond the basics, incorporating historical and real-time data, product catalog, visual affinity, channels, loyalty status, and purchase predictions to inform 1:1 recommendations. This leads to more impactful, revenue-driving recommendations that can be delivered consistently across all your channels.

Measure Results with Built-In Reporting

True 1:1 personalization isn’t as simple as flipping a switch. But it doesn’t have to be painstakingly difficult either. It requires putting together a certain combination of data, technology, and strategy. 

So if you’re going to put in the effort and resources to unlock true personalization, you’d better know if it’s effective. And of course, if you’re like most marketing teams, “effective” means: increasing customers and revenue

The reason so many of our clients succeed with omnichannel personalization is because of the built-in reporting inside our platform that allows them to measure their results. The SAP Emarsys Customer Engagement solution consolidates data, channels, and campaigns into one place, and offers out-of-the-box reporting so you can track, measure, and analyze revenue impact of personalization.

Final Thoughts

As Gartner states in their 2022 Gartner® Magic Quadrant™ for Personalization Engines report: “Personalization remains a priority for digital marketing leaders. Relevant and timely messaging is key to educating customers, building consideration and increasing conversions.” So, knowing that personalization is a top priority for marketers (and our customers are marketers), providing the best omnichannel customer engagement solution available is absolutely a top priority for our business. 

We believe our recognition by Gartner as a Leader in personalization engines shows that our solution is succeeding at empowering marketers to deliver more personalized experiences that drive growth and revenue. But of course, this doesn’t mean we slow down and “settle.” We never settle, and we always aim for the best. So we’ll continue to innovate and support our customers in accelerating their business outcomes.

Discover SAP Emarsys’s strengths in personalization plus privacy, top-down triggering templates, and results reporting inside the 2022 Gartner® Magic Quadrant™ for Personalization Engines report.

Get the report

 Handpicked Related Content: