For example, United Colors of Benetton implemented cascading campaigns with push notifications in their Wallet app based on these principles:

• each subsequent message is sent only if the customer cannot be contacted in any of the previous stages of the cascade sequence
• free email and push notifications are sent first, followed by paid notifications via an instant messenger and/or text message
• messages stop as soon as at least one message has a “delivered” status or if the customer completes the target action

As a result, 3% of new customers from the Wallet app were converted into first-time purchasers.

Finally, it is crucial for a marketing team to use and merge data from a diverse set of data sources, including websites, call centers, ordering kiosks, apps and POS terminals. Also, remember to avoid treating a customer as two different people when they buy online and offline or when they unsubscribe from email notifications but keep receiving text notifications.

Lastly, it’s all about the team

A martech stack is an essential and powerful instrument for marketing teams. Its superpower is in combining a number of tools.

Among them, CDPs are still heavily underestimated, and we need a few years more and more use cases to reach a plateau of productivity. CDPs will develop further to absorb and process a variety of data types, such as point-of-contact streams, asynchronous data streams, as well as one-to-many and many-to-many (families, personal connections, pets, etc.) data models. This will entrench their position as the single source of truth for marketing purposes.

However, marketing tools cannot be the ultimate solution without a team that is capable of using them in the most efficient way.