Chapter 3

Using owned channels together

It’s important to remember that the buyer’s journey is no longer linear. Think about it: prospects rarely just drive to their nearest store and buy the first product they find to meet their needs. Instead, they might see a product on social media, chat with customer service for more information, and receive a coupon code via email before finally making a purchase.

Why does this matter? It means you need to think about your owned channel strategy holistically and use customer data to build seamless cross-channel experiences. The best way to do this is with help from a CDP, like Twilio Segment. A CDP lets you track every interaction an individual has with your business to help you tailor your marketing strategy based on these touchpoints, ensuring you send the right message to the right person on the right channel.

The complete customer journey example timeline on how he purchases and receives a product.

Let’s revisit our example from the first paragraph of this section, in which a customer buys a sweater. A CDP will collect data from every interaction this customer has with your brand and consolidate it into a single and unified customer profile. Your business can use that profile across your marketing systems—like the Facebook ads platform or your email marketing solution—to deliver more personalized content based on their past behavior, interests, and needs. For example, since you know this customer is interested in a few particular items their stylist shared, your business can serve these exact products in retargeting ads and emails. 

Using a CDP, your business can benefit from: 

  • Having a single view of your customer across all channels and touchpoints

  • Building audiences and creating real-time campaigns, without relying on other teams

  • Casting data to activate audiences across 300+ marketing tools

  • Understanding the value and ROI of your messaging channels

As an individual interacts more with your brand and your CDP helps you learn more about them, you can personalize your content further. Of course, better-targeted marketing campaigns lead to better engagement, which leads to a better understanding of how to optimize your campaigns and spend. That’s CDP’s true superpower—allowing you to make the most of your customer data to build seamless customer experiences that drive positive business results.

In review

Every owned media channel has a unique purpose. Some help you attract new prospects, convert leads into sales, and everything in between. And while each of these channels can help drive business results, the true power can only be unlocked when you use them together.

The first step toward building successful cross-channel marketing strategies? Finding the right tools to help.

Build the perfect omnichannel

Twilio is a proven leader in personalized customer engagement. Our platform has everything you need to connect and engage with your customers via SMS/MMS, WhatsApp, email, push notifications, chat, and video. Using the channels that make sense for your business, you can use Twilio to create personalized interactions that connect you with customers around the world.

Talk to a Twilio expert
A marketing representative building the perfect omnichannel experience.

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