Upstream, a global marketing technology company delivering mobile marketing solutions in more than 30 markets across Latin America, Africa, the Middle East and Southeast Asia, took center stage at the Mobile Ecosystem Forum (MEF) Connects Omnichannel event in London on 28th November.
At the prestigious event, Upstream’s Chief Marketing Officer, Chrysa Karamanidi, and Head of Product & Growth, Katerina Matthaiou, presented on the challenges and benefits of adopting an omnichannel marketing strategy.
Karamanidi stated “Omnichannel is the art of redefining the customer-brand interaction. It is not about the quantity of channels, but about the quality of the integration between the channels. In the realm of consumer expectations, the product purchased is only as important as the seamless journey it accompanies. Each communication channel needs to contribute its own distinct element, working together to craft a unique personalized experience. Whenever we get closer to an omnichannel strategy, putting the user rather than the channel at the epicentre of the communication, the results are remarkable.”
According to Matthaiou, “Marketing technology is the key to unlocking the true omnichannel customer experience. It enables companies to adopt true omnichannel strategies, centralizing the communications across the board through a sole platform. Integrating data gathered from all different channels or even from existing customer data platforms (CDPs), will ensure better targeting but will also enable setting up event-triggered communications. Unified reporting will help acquire a better understanding of customers, leading to improved decision making. Magic can only happen with the right tool.”
During the event, Karamanidi and Matthaiou presented cases of omnichannel strategies unfolding through Upstream’s mobile marketing platform, Grow. For example, a major mobile network operator in Brazil saw 24% higher conversions and a 45% uplift in plan upgrades through automated retargeting of customers who dropped off the purchase funnel on the web, through mobile messaging channels.
Similarly, a fashion retailer in Brazil enjoyed a 16x return on investment (ROI) and saw a 135% customer base increase through onsite campaigns in 45 days. Leveraging behavioural data, the company ran personalized winback campaigns that improved repeat sales by 8%, as well as cart recovery campaigns, decreasing cart abandonment by 70%.
Upstream’s solutions address over one billion consumers in more than 30 countries in Latin America, Africa, the Middle East and Southeast Asia.
At MEF Connects Omnichannel, Upstream highlighted the importance of deploying omnichannel marketing strategies and how martech can accelerate their adoption.
For more information please contact:
Upstream Corporate & Product Marketing
Ε: corp.comms@upstreamsystems.com
P: +30 6949616318
Derick is an experienced reporter having held multiple senior roles for large publishers across Europe. Specialist subjects include small business and financial emerging markets.